Not a long time ago, a cell phones were needed to make a call and send a text, and the fact that it could even be fold in half was a to be “magical”. It is unlikely that those characteristics can surprise people nowadays
One of the biggest developments that impact not only the marketing world but people's lives as well is the widespread adoption of voice-search technology. It allows us to access and search for information without having to sit and scroll. Apple's Siri, Amazon's Alexa and Google Home are those “perfect companions” that can do the job for you. According to Juniper the majority of US households – that is, 55% will be using it by 2022.
Studies have shown that the attitude of British teenagers users who usually shop online suggests that they find voice search devices as an unnecessary way of interacting with technology. This opinion has fame amongst younger people, convey that these devices are more appealing for generations that aren’t such constant users of touchscreen devices.
“Do you agree or disagree with the following statements?”
What's more digital than voice applications that provide new forms for bank customers to administer action and get the information quicker without even making a call.
The first bank that offered voice banking with the assistance of Alexa, Google Home and Siri was U.S. Bank. This is convenient in terms of checking bill balance, getting the list of recent transactions, getting additional and relevant company information.
Opportunity or Threat?
It gives brands and marketers the power to meet their customers’ needs, however, it also increases privacy and security risks.
As “the walls have ears” now, it can ease leakages of personal or corporate information. The well-established practice of tracking an individual's web browsing is an old-fashioned danger. Now there are more practices (e.g. facial and voice recognition, location tracking, beacons through WIFI and emotional recognition.) Smart speakers can interpret voices even if it is noisy. They work so well that they are able to understand children better than their parents. And it's no joke. A 6-year-old girl, for example, ordered barbies at the cost of $350 and a pony toy from her mother´s Amazon account. Another girl from Texas managed to buy a $160 dollhouse and 2 kg of cookies.
After all, it can be suggested that if the organization jumps into the market of Voice Search and Smart Speakers, it will have a good chance to build a strong base and be highly competitive brand. A key factor for this new technology to work best for companies, is that marketers need to adapt and enhance their websites for voice search. It can be tricky at first, but considering the fact that the popularity and demand is growing, it would be beneficial to accustom to that change in the market.