CEO Central Europe
Intelligent, voice-controlled helpers are increasingly finding their way from the smartphone to the living room. For brands, this development means a fundamental upheaval for communications. The decades-old mantra of text, graphics and digital, complemented by interaction, gains a new dimension: Voice. Voice and language. Spoken language is diverse and at the same time personal. This is what makes conversation such a complex interface. When consumers talk with brands, they take us back to the origins of selling. The power of direct, unvarnished contact with the customer will return to prominence, but now, unlike the old days, consumer expectations are high and their tolerance threshold is low.
In 2019, 75.5 million people will communicate with language assistants, according to eMarketer forecasts. The potential of conversational campaigning for brands is enormous. The main challenge for brands is to develop activation strategies that deliver voice services that are not just tolerated but enjoyed by the people who use them. They must prove they can have a natural discussion with consumers and adapt their content plans to voice. If they get this right, they can deliver the trigger that spurs someone to make a purchase; they can boost loyalty and drive revenue. But what counts to the consumer is convenience and relevance. For consumers to want to chat with you, deep market understanding is as important as the art of conversation.