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/ #teamSociate / AI Assistants Are Ready to Change Everything You Know About Marketing

AI Assistants Are Ready to Change Everything You Know About Marketing

Sociate - AI Assistants Are Ready to Change Everything You Know About Marketing

Amazon has Alexa. Apple has Siri. Microsoft has Cortana. Google has Google Assistant. Different brands, but they all have the same job – to listen to you and understand what you need, when you need it, and anticipate what you want next. However, they do so much more than just order your laundry detergent when you’re running low or remind you the cat has a vet appointment.

They are changing the way we think about marketing.

  • Changing tone of voice – literally

The number of people using AI assistants and voice searches is soaring. Comscore says 50% of all searches were voice searches in 2020, meaning marketers must pivot toward establishing what their brand sounds like – literally. Of course, most brands understand they need a tone of voice, but that discussion is usually limited to more traditional communication channels with consumers.

With the rise of voice searches and AI assistants, we need to think more about how we speak – not just how we type. That means translating a brand’s tone of voice into human speech, focusing on conversational language and how people chat with their friends rather than only how they type their questions into Google. For example, a food delivery service would want to keep the conversation casual, maybe asking, “What’s for dinner?” But a financial advisor, on the other hand, should focus on sounding knowledgeable and professional, sharing important information, like, “Wealth management firms are shifting from stocks to bonds – should you?” And each response to a consumer’s voice search must sound like your brand – every single time.

  • SEO becomes VSO

You’ve probably heard of search engine optimisation (SEO) – how brands craft their written content using specific keywords to answer queries consumers input into Google (and other search engines). But now, you can just ask Alexa, “What’s the best Italian restaurant in Dubai?” How Alexa answers that question will depend on how brands create content focused on voice search optimisation (VSO).

Because people are no longer typing in keywords to find what they’re looking for, companies need to start thinking about how they can optimise their content for voice searches. Overall, VSO will mean answering questions in a conversational tone and ensuring content is structured in a way that AI assistants like Alexa can understand.

  • Even more customisation, personalisation and convenience

AI assistants make ordering products, booking services, and even making payments as easy as saying, “Hey, Siri!” Brands that want to stay competitive must ensure their products and services are easily accessible across all AI assistant platforms – and that’s just to get noticed. With AI assistants’ ability to customise recommendations based on past orders and behaviour, companies can introduce consumers to highly personalised marketing experiences that put their brand at centre stage.

AI assistants are more than the latest must-have gadget – they change how we search, shop, and interact with brands. Now, it’s up to brands to understand and adapt to this new world of voice-activated tech – and make sure we’re speaking our customers’ language.

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