Most people think of artificial intelligence as something out of a science fiction movie. But AIs are already among us. (You likely have one in your pocket.) Their names are Siri, Alexa, Cortana, and Google Home.
And they are all here to stay.
These digital audio assistants from Apple, Amazon, Microsoft, and Google present a unique challenge for marketers. How do you get the word out about your product or service when many consumers can get the answers they seek by simply saying, “Ok, Google…”? The marketer no longer stands in the way of the consumer and the answers they want when they have a personal assistant in their pocket — now in their home — with a vast depository of knowledge.
Peter Horst, a Forbes writer who has led marketing teams at Fortune 500 companies, says companies “need to up their game to engage with an audio-often consumer.”
One way they can do this is by issuing brief digital-audio content. Consumers have much smaller attention spans today and marketers need to leverage “those little windows of opportunity to engage usefully before they flit on to the next thing.”
But marketers shouldn’t put all their eggs in the audio basket. Research shows that consumers are more likely to remember audio messages that are coupled with “audio-visual stimuli.” Horst writes, “Marketers will need to re-master the art of crafting memorable language, creating mental images through words and generating emotional response without the aid of the camera.” That means using “music, sound effects, branded tones, and voice talent.”
Your marketing efforts don’t have to go down the drain because of personalized audio assistants. This new era only requires adaptation. Peter Horst has more tips that can help you do that.
Daniel White IV for TechFunnel.com
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