Marketing in the age of assistance

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More than ever, people are speaking to devices as part of their daily routine.

In the same way that smartphones revolutionized the way we shop online, the impact of voice assistants is now starting to show through integration with phones, cars, TVs and homes.

We use the Google Assistant to put together shopping lists, manage our finances, and control our homes. But recent research has shown that we don’t just use voice to multitask – we use it to make purchases.

These insights show the massive impact that voice-activated speakers like Google Home are having on the average consumer.

They drive action

62% of people say they’re likely to make a purchase through their speaker in the next month, and 44% make weekly purchases. People are growing more comfortable using voice to shop online, and retail websites need to take notice. Speaking of growing more comfortable…

They’re part of the family

Almost 70% of voice searches are made through natural language, not the keywords we use in web searches. And 41% of people say it feels like talking to a family member or friend, using words like “please” and “sorry” as part of the conversation.

They’re part of the daily routine

72% of people say their speakers are used as part of their daily routine. From checking commute times in the morning to setting shopping reminders in the evening, smart speakers are now “part of the furniture” in an increasing number of homes.

They’re brand-friendly

More than half of the people we surveyed said they want to receive info about sales, deals, and promotions from brands through their speaker. This opens up a huge opportunity for companies to project a literal ‘brand voice’, strengthening their emotional bonds with consumers.

It’s not just special offers either – people want to hear from brands about a wide range of information.
As voice search grows in popularity, it’s up to agencies to stay up-to-date with the tech, and find creative and practical ways to integrate it into their clients’ campaigns. The best way to do this is to get familiar with Actions on Google Assistant.

The Google Assistant is the voice that answers when you ask Google Home for the weather forecast, or the app on your phone for the fastest route to coffee. Actions are the programming signals within the Google Assistant that process these requests. These Actions can be built for free by anyone, simply and effectively.

So if you have a restaurant client, you could build an Action to check the daily specials or order food for takeout. Or if you have a client in retail, you could build an Action for instant checkouts or personalized recommendations.

Google Assistant is available across over 500 million devices, and growing. It’s a major part of the future of online shopping and advertising. Before talking to your clients about its capabilities, check out this video playlist for everything you’ll need to build your first Action.

You can also find out more about how voice assistance affects consumer behavior with this handy video:

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