SMART SPEAKER WARS: HOW AMAZON IS WINNING.
Smart speaker usage is growing – how can brands exploit this new channel? Siri, Alexa, and Google are getting to be commonly recognised household names. Voice assistants are for all intents and purposes everywhere, and the help they offer consumers is hugely valued.
Amazon is completely winning the smart speaker competition in the US & UK. 63% share of use in US. 88% of all homes that have a smart speaker have an Amazon device. The latest stats on the UK were showing 69% for Amazon. Lots of growth and innovation to come in this area but we still haven’t seen many really creative uses of it by brands yet though.
So how might you start to use smart speakers for your content marketing? How might you improve your search to work better with voice? What does the world of marketing look like with another new channel to think about?
Here’s three things you should be thinking about right now, before jumping in!
1. Check it’s right for your audience
Before you get excessively amped up for utilizing voice content, set aside some time to determine whether or not your demographic is actually using them. Adding in some questions to a regular survey, utilising planner tools, or asking them directly about whether or not they use the Echo, Google Home, or HomePod will tell you whether or not this is a goer.
Maybe even ask them for some ideas about what you could do in that environment? When you have more information about if and how they are using voice and smart speakers then you’ll be better placed to decide how to exploit things.
2. Understand what resources you can commit and what your KPIs are.
Have you found out about Flash Briefings? It’s another skill in the settings in the Alexa application. Users can set up Alexa to give them new content every day. Yep, it sounds brilliant, just like something your boss will love.
But there’s no point in going into this one half hearted, building an audience and then finding you can’t commit to a daily briefing for the next 5 years…But if this is where your audience is, then maybe it is the right thing to be starting on. Just know the pitfalls as well as the positives.
Assessing what budget you have, what time and resource you have available to trial this new channel, and what your core KPIS are will help you make an informed choice about what to do next.
3. Start small and work to bigger.
This is still new technology, and lots is going to change in the next six months, let alone the next few years. But that doesn’t mean you should stand still and try nothing. Small tests that build up your teams experience, and your own learnings, will help in the long term no matter how badly they perform (although of course you want to make sure they work well!)
There’s still a huge amount of change to come, but if you’d like to discuss some ideas and ways you could start to trial this new technology then get in touch with us, we’d love to talk shop!