ecommerce

027 - How to Make the Voice Assistant Like Your Brand


Hear how the future ubiquitous voice assistant will decide whether to promote your brand.

We spend major ad dollars on the duopoly (Google and Facebook) with Amazon a distant third. Those ad dollars will shift.

Telenav announced that it is integrating Amazon Alexa into its automotive navigation system offering.

1.0:

The voice assistant we know today will be so much smarter tomorrow. 

Your shadow, your assistant:

The voice assistant will be every person’s personal assistant, their shadow, their life historian and documentarian. It will mitigate our drudge work for life admin tasks like errands and comparison shopping. It will save us all kinds of time. I hope we use that time well.

What won't change:

We are at the mercy of an algorithm today: many ecommerce retailers live and die by SEO on Google and on Amazon. Tomorrow our brands will be at the AI's mercy. The data will be richer, the algorithm more complex.

Amazon, which is nearing $800 billion in value, is making a noticeable push in advertising products, hoping to grab a piece of Google and Facebook’s duopoly of digital advertising. Voice commerce is estimated to be a $18.3 billion opportunity by 2023.

Amazon, which is nearing $800 billion in value, is making a noticeable push in advertising products, hoping to grab a piece of Google and Facebook’s duopoly of digital advertising. Voice commerce is estimated to be a $18.3 billion opportunity by 2023.

This idea of the future is not radically different from the game we play with search engines today. You bid to be at the top based on a user’s query, or you work on your content to rank high organically.

The same process will happen but with less screen, and more anticipation of the user’s needs or next purchase.

When the assistant recommends a product, it will try to match to the user’s needs, history, and preferences. Google does this today with search results. Your website gets rewarded for relevancy. Everyone tries to game the SEO algorithm but ultimately if you have great content that solves the searcher’s problems google knows it and ranks you higher. There is no silver bullet.

Up Next:

Tune in next week for episode 28: my upcoming interview with Jon Chu, an expert in voice first ecommerce and retail.



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016 - Voice Marketing from Stubb's BBQ (Alexa Skill)

Neat use of real warm audio - true voice of a brand - that offers novelty, fun, and some utility. Good example of early voice marketing. Playful and I like that it’s based on archival material.

Stubb’s Legendary Bar-B-Q Sauce was created by the west Texas barbecue hero and beloved Stubb’s founder, C.B. Stubblefield. Now Stubb has his own Alexa skill. The “Ask Stubb” skill pieces together past voice recordings of Stubblefield to bring recipes, stories, cooking tips, BBQ tunes, and some larger than life personality to Alexa users, straight from the man behind the brand. 

Skill created by Proof Advertising in Austin.

Video preview of the skill here.

Stubb-272x300.jpg


•” The skill includes ten tips, more than 20 recipes and a few of Stubb’s favorite songs.
• Users can order Stubb’s Bar-B-Q sauce directly from the skill.
• After the first week of launch, Ask Stubb was featured as a popular skill on the Alexa Skills Store.” -via CommArts

Takeaway:
With Alexa skills and voice right now, done is better than perfect. Establish a presence like this because this is all leading toward voice search optimization on Amazon, one of the largest search engines. Stubb's will ultimately sell more BBQ sauce because of this. In this case, it’s content marketing to drive ecommerce through voice.


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010 - Future Flight Attendants and Captains of S&M

  • Sexist stickers for kids onboard TUI.
  • PR crisis fail - no main brand Twitter account to issue a statement.
  • What is the deal with gender roles today? It’s confusing to be expected to display assertive traits in the office and “feminine” traits at home. And why are so many young men not acting like men?
  • Chuck and Wendy Rhoades have a special power balance on Billions and domination/submission role play is a release more common than you may think.

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