voicefirst

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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026 - Marketing in 2019 & Beyond: Social Media and Voice

Year-end episode. Predictions - keeping it simple, two areas of focus:

  1. Social media - tech companies and their manipulation-based business models will change. They’ll evolve in two ways: First, greater transparency that frustrated users will seek. Second, more cohesion with government (as Steve Case posits in The Third Wave).

    Facebook (including Instagram), Twitter, and LinkedIn: the revenue models are based on manipulation through constant feedback loops that surveil users (the product). This is the new fast food. Users will begin to see it as unhealthy like they do cigarettes and Big Macs.

  2. Voice marketing - why smart speakers and voice assistants are like the automobile in 1903 (famous Ford/Horace Rackham quote). Voice is not a fad.

1-minute clip:

Also mentioned:

  • 06:40 - Brian Roemmele, The Oracle of Voice re: “computerese” - Brian is spot on. 06:40

  • 08:16 - Mitch Joel (I quote Mitch re: the 1.0 state of smart speakers and how it’s like the internet before the hyperlink - hard to navigate). Spot on again.

  • Join me at The Alexa Conference on January 15-17, 2019. Get 20% off tickets with promo code: ALEXASPRK203