The average human typing speed is nearly 50 words per minute, but he can speak about 140 words per minute. So with a simple “OK, Google” voice command, users can now get all the information they need, three times faster than normal. Obviously, Google’s voice search is now more than 90% accurate, which is helpful.
And not only Google, but also a large number of voice assistants, such as Siri, Alexa, Cortana, etc., can be used in the market now, and they are still improving. In view of the growing demand and ease of use, voice technology will inevitably be quickly adopted by brands as its next largest participation channel. We will look at current trends in voice technology and how media companies can benefit from it. Voice devices have gained widespread attention in the United States. A study by NPR and Edison found that 16% of Americans already have smart speakers. When we consider how many people usually use voice technology (including smart assistants on mobile phones), the statistics increase to 46%.
what’s more? In the short three months from December 2017 to February 2018, the ownership of smart speakers increased by 54%. In fact, smart speakers, which are 50% adopted in U.S. homes, will beat smartphones and become the most rapidly adopted technology. Half the population of the United States. It took seven years for smartphones to reach 50% adoption, while voice technology will only take four years. Sales of voice commerce reached $1.8 billion in 2017 and is expected to reach $40 billion by 2022. This is obviously a huge opportunity for brands that want to market with the best return on investment.
Amazon’s Alexa seems to be in the lead in using voice technology for enterprise use. Many brands have introduced their own “skills” for the Alexa platform, designed to provide unique content to customers. A skill is like an application installed on a mobile phone, but it’s completely voice based. The tool suite in Alexa allows developers to teach Alexa new skills, which may then be used by consumers. It ranges from providing a simple synopsis of the weather to complex skills such as working with web services to book taxis.
Media organizations such as BBC, ESPN and daily show have created their own Alexa skills with the command “Alexa, what is my flash briefing?” To provide a daily news briefing. However, with more than 11000 skills currently available on Amazon Alexa, it’s hard for a brand to really stand out. Hearst media is a compelling media publication and plans to invest heavily in voice technology in the next few years. They have more than 30 magazines and 25 newspaper publications, and have the upper hand in content production through voice technology.
They launched ‘my beauty chat’ for Alexa devices in November 2017, which includes beauty advice from Hurst editors such as cosmopolitan, good housekeeping and Elle. Twice a day, through a 10-15 minute podcast, users can learn all about the latest beauty trends, essential products and several other beauty tips. It also occasionally invites popular celebrities like Jenna USHKOWITZ to offer unique insights into their own fitness and regimen.
Hurst’s Alexa skills give them the opportunity to interact more actively with their customers. They also improve the customer experience because all information from multiple media portals can now be accessed on one platform, so users don’t have to view it elsewhere. For example, subscribers can now get tips on the best mascara from Cosmopolitan, and get to know the latest cosmetics series of Rihanna (Rihanna) from Elle without switching to magazines of these different products.
Another noteworthy aspect is that Amazon is very determined not to sell voice ads to the company for royalties. But Hearst has managed to make L’Oreal a sponsor of its beauty chat skills, as big brands see great value in attracting customers on voice based platforms. Although Hurst may not host public advertising, they will certainly consider organic and relevant ways to promote L’Oreal brand.
Why do media companies deal with voice content? Big publishing houses have started to dabble in voice technology. Now it’s time to see why it should really be the next big investment for media companies.
When the BBC allows the audience to interact with the audience through voice commands in the interactive sci-fi comedy examination room, the traditional TV viewing experience becomes quite noticeable. They call it “conversation radio” and report that this simple little experiment can easily achieve the goal. They also find it interesting to try to get more data directly related to the user (such as their local weather or the interest of TV programs) and then apply it to the clips.
DC and Warner Bros. have teamed up with Amazon to create an audio adventure called Wayne survey as a promotional strategy for Batman V Superman. According to the user’s decision, this is also an interactive radio program that lasts up to 40 minutes. They use Amazon Skills kit for development. At least in the early days of voice technology, this interactive content must be novel. Therefore, the first mover advantage here may lead to a significant increase in participation and attract new customers. The experience and lessons of developing independent content for voice devices from the beginning will also help enterprises better understand their audience. This knowledge will help them to effectively provide more content through voice strategy, format is easy to adapt to the changing lifestyle and preferences of the audience.