29 Jan 2018 5 examples of brands tapping into voice
Decidedly’s newest research identifies four rising tech trends set to transform the insight industry. One of these is voice: a burgeoning channel that is reshaping the interaction between individuals and brands. Take a peak below to explore how Vogue, the American Heart Association, Purina, Hellman’s and Canvas are building relationships with consumers, via smart speakers such as the Amazon Echo and Google Home.
1. Vogue: an audio-version of magazine stories
Google Home and Vogue recently partnered together to create engaging voice content with the magazine’s writers. With this tool, interested users can say, “okay Google, ask Vogue to tell me more about Jennifer Lawrence”. Google Home will then share various audio pieces from articles that relate to your specified topic or celebrity.
In recent years, the publishing industry has had to innovate to remain relevant and Vogue is a great example of a brand using voice to do just that.
2. American Heart Association: a voice controlled medical reference book
The American Heart Association (AHA) has designed a skill that can be used in emergency situations. Even though this comprehensive interface cannot replace professional medical advice, users can ask Amazon Echo to walk them through how to perform CPR step-by-step, or provide the warning signs of a heart attack.
The AHA exemplifies how voice as a channel can be utilised to engage an organisation’s audience in a new, inventive and useful way.
3. Purina: a pet adoption tool
Nestlé Purina, a pet care company, has partnered with Amazon Echo to provide aspiring pet-owners a tailored question and answer experience. The Ask Purina tool enables consumers to ask questions such as, “Find dog breeds that are good in apartments”.
By grasping the attention of consumers from the on-set of their pet ownership journey, Purina’s use of the smart speakers demonstrates how to engage consumers with the goal of fostering long-term brand loyalty.
4. Hellman’s: a voice-controlled recipe finder
If you’re in the mood for an innovative, meal-prep solution, then Amazon Echo makes it easy with Hellman’s. With this tool, you can match recipes with the ingredients that you already have in your fridge. Users can then opt to have the recipe emailed to them with step-by-step instructions on how to prepare the meal.
This strategy simultaneously promotes the organisation’s products to new and existing customers by combining voice and email.
5. Canvas: a personalised education platform
Canvas is a new learning platform tapping into voice. Users can link their Canvas account to Amazon Echo, and ask for details about their courses, homework, contact information, etc. Canvas will ultimately help with more sophisticated tasks, acting as an assistant to complete tasks such as providing feedback to parents, or checking in on at-risk students.
Through a customised platform such as Canvas, voice channels can be leveraged to create a one-on-one, personalised experience between users and the organisation.
These five brands share one common denominator: finding innovative ways to reach not only the homes, but consumers’ everyday lives. According to Bret Kinsella, Editor and Publisher of Voicebot.ai, a publication about the voice revolution, “It is much like the early days of the web,” he says. “Every company realised at some point that it needed a website. They are now realising they need a voice application or applications to connect with consumers across platforms”.
Amazon Echo and Google Home are driving consumer brand choice via voice, one of the top four tech trends.
If you’d like to learn about the four tech trends set to transform the insight industry, download the research.