Listen, It’s Time for Voice

The Voice Revolution, was here before COVID-19, but the pandemic is accelerating the need to embrace it. With people social-distancing at home, it’s more critical than ever for brands to maintain and grow their digital connections. Voice technology delivers exactly what’s needed — a way to interact with customers in the moment. Wherever they are. Whatever they’re doing. Even if they can’t look at a screen.

Voice technology is the latest evolution in how users can interact with technological devices. Instead of typing questions into a search bar, clicking on links or looking at a screen to read information or watch videos, Voice allows users to verbally ask for what they need/want and have that information relayed to them audibly.

At Struck, we recently helped a world-wide nonprofit plan their Voice strategy and move their content to Voice technology. Although the project began before the pandemic, it took on new urgency as the pandemic hit. We accelerated our timeline so that instead of cancelling a previously scheduled conference, our client could bring it directly into the homes of their members, complete with voice searchable lectures and publications. The strategy was a huge success. The conference happened as scheduled, maintaining engagement and connectedness despite the quarantine.

Here’s Why Voice is Critical:

• It’s expected 50% of consumers will be using voice activated technology this year. (BrightEdge)
• Voice shopping is already valued at $2 billion with a trajectory to reach $40 billion by 2022. (OC&C Strategy Consultants)
• 40% of adults and 55% of teens use voice search daily. (Google)
• 52% of people who own voice-activated devices would like to receive information about deals, sales, and promotions from brands. (Google)

Voice technology is becoming more and more crucial for driving digital traffic. The number of Voice searches are increasing dramatically, but to show up in the results companies must have Voice searchable content. It’s fast becoming the new SEO. Another consideration — Voice searches don’t return multiple pages of results like typed searches do. This makes it critical for brands to secure their footing in Voice search returns now.

As companies consider integrating Voice technology into their marketing plans, it’s important they are guided by a strong strategy that builds on their overarching foundation. At Struck, we see Voice as a way to extend brand experiences into new reaches, not as a separate, stand-alone entity. We have found that this technology works best when it’s seamlessly integrated into the existing brand infrastructure.

For example, when we built a large digital library on Voice for one client, we carefully preserved the brand tone and identity to ensure the spoken brand aligned with the audience’s expectations. The result was a seamless user experience that increased engagement and content consumption while strengthening the brand as a whole.

A strategic Voice plan means companies can provide more services and create deeper relationships, even during tough times.