The Evolution of “Voice of Brand”
BY DEFINITION, “VOICE OF BRAND” MEANS THAT THE PERSONALITY OF YOUR BRAND IS DETERMINED BY THE WORDS YOU USE TO DESCRIBE IT AND THE IMPRESSION THOSE WORDS LEAVE ON THE CUSTOMER.
But now there is another definition.
According to the voice tech agency, VAICE:
- 20% of US Homes have a voice assistant.
- 10% of UK homes have a voice assistant.
- 40% of US Adults search via voice.
- 85% of brands are creating voice strategies.
And with the sales of digital assistants projected to rise to 15.1 million by 2020, (according to the Consumer Electronics Association) voice will become an essential part of omnichannel marketing strategy.
Retail marketers are now investing heavily in voice search, with 53% saying they are planning on investing in the next 12 months according to The CMO Performance Report 2018.
Every influencer has a different sound and represents a different demographic. Brands will manage those differences and the AI will pair the voice/influencer to the customer in a most natural and organic way.
But merely being on board isn’t enough. Understanding the computer-human interface through voice is critical.
So lead, follow, or get out of the way.