Smart speakers are showing up everywhere. Voice usage on smartphones is rising. Voice assistants have become an important digital channel with substantial reach seemingly overnight. This has brands thinking about how to best establish a presence in voice, how the new channel will impact their omnichannel strategies and what approach their voice app strategy should take. Voice apps are the skills or actions that brands can build to engage directly with consumers through Amazon Alexa and Google Assistant.
“When it comes to voice search, you go first position or you go home because beyond the first or second place there is no future," commented Sebastien Szczepaniak, a former Amazon executive who now heads e-commerce for Nestlé SA. He has particular insights into the challenges given his background with the world’s largest online marketplace that also is the global market share leader in the voice assistant segment.
Voice is changing the way consumers interact with technology and how they search for information. Google acknowledges that over 20% of search is now by voice and comScore’s prediction that it will trend toward 50% by 2020 is looking increasingly likely. Smart speakers are accelerating this trend. Why should brands care?