Marketing in an Advanced Tech world
The time has come and the future is finally upon us. We may not have flying cars or hover boards, but virtual reality and artificial intelligence (AI) are becoming a part of our everyday lives. Many tech companies are investing money into these new technological advancements and trying to be the hottest product on the market. Google and Amazon recently both created their own versions of a Virtual Assistant, and Apple’s not far behind with their own releasing in early 2018.
Amazon’s version known as the “Echo Dot” and the popular name for it Alexa, was created in 2014 and has started a new revolution of Artificial Intelligent Assistants in your home. Followed by that, Google created their own device called “Google Home” allowing them to stay up to date with the new trend. And now Apple releasing their own called “Home Pod.”
These devices can do anything from ordering items offline and having them at your door next day, to helping you make your next meal in the kitchen. Created to make your everyday life easier was definitely the plan, but now they’re a main target for marketers. What these devices bring to the table for marketers is not only new data, but also Voice Search Marketing. This could bring new ways advertisers create content and deliver their brands to consumers.
Voice Searches can mean new optimization methods and Paid search ads could play as a big factor in these searches. Delivering the paid advertisements first could mean a new way of traffic landing on your site. This could be huge for companies and brands that pay for paid searches. This may be a new strategy and investment idea of trying to grow your business.
As these are new advancements and are still in their early stage of life, companies haven’t really developed strategies to reach their consumers. No one wants to be served an ad when they’re asking what time it is or what the traffic is like, but they may be more accepting of it by delivering suggestions. Advertisers could deliver their content through suggestions or how their products could help with their current issue. This could be a strategy used by advertisers, but they’re going to have to figure out a way get their content across.
Content will be a big part of change with this advancement, as visuals don’t correlate with these devices. Creatives will have to develop new strategies to reach their audience. Creating captivating stories and messages could be a new form of content that will be produced. Developing your message with strong copy that can paint a picture for your consumers may be the new strategy for most agencies. Giving the message a visual feeling will allow the consumer to better relate and understand the brand.
With the content being primarily audio, you’re going to want the message last. Creating music that can play in the background of your ad or having a catchy slogan can leave a lasting impact on the consumer. Jingles may find their way to the top as a strategy on becoming a memorable advertisement. Maybe finding the new voice for your brand is where you want to go. A few famous brands that have a voice as part of their brands is Allstate has Dennis Haysbert, Lincoln has Matthew McConaughey, and Turkish Airlines has Morgan Freeman. This could make your brand more memorable by delivering your message with a familiar voice.
As we enter the new era of AI and it becomes part of our everyday lives we will see new ideas flourish and also crumble. It will take time for brands to understand how to market themselves over these new platforms, but in time they will master them and the strategies they have behind them. The key behind delivering these messages is to make them feel natural and avoid making your audience feel they’re being overwhelmed with spam mail.