To exist in the voice Era, brands need to stop appealing to the abstract

The voice of the AI opened up new horizons in marketing, and we are already seeing the emergence of winners and losers. Moving forward in an automated world where value is everything be the victim, and the brands that sell the illusion will be first to die.

Much has been written about how Amazon, Google and others use AI-powered voice to transform the world into a huge, voice-activated. The promise is a world where consumers are doing more shopping in the house and by voice, not the screen—a world where voice order everything works on the proposed algorithm-driven purchases, recommendations, style Amazon. A world that is increasingly automated, where re-marketing and predictive are the norm.

Following this idea, and the voice-stores eliminates the need for packaging, design and branding, even if taken in the highest degree.

Expect creeping automation of daily purchases of household goods such as kitchen towels or toothpaste. With such products as these people are less likely to ask for a specific product by name brand asking for their votes helped to order the device a roll of toilet paper instead of charmin, for example—and they are more sensitive to price discounts.

Then, when this behavior is set, expect it to enter other product categories. This shift is likely to cover and other products used around the house as household appliances.

The premium products in several categories, which are traditionally sold to consumers as an illusion or dream, and not material values will be particularly vulnerable. Consider absolutely elite flavor, maybe the end product is sold on an illusory promise against the more expensive product, Recommended Alex that will make you smell just as good for half the price.

How brand owners react?

Following this idea, and the voice-stores eliminates the need for packaging, design and branding, even if taken in the highest degree.

An important first step will be to ensure products are not determined by the business requirements of the brand owner and the users desires and needs. Products that add real value to simplify the lives of consumers or to be the most cost-effective, for example, it’s nice to be in a better position.

Nimble brands that can bend and grow with the changing demands and expectations of the customers and interact with customers more on a one-to-one basis will also be needed. In short, brands that are more personally responsive.

Meanwhile, brand owners need to understand the skills needed for AI and the voice support application services such as Alexa skills to learn how best to feed the algorithm.

Consider how the Alexa user can now ask: “Alex, what are your suggestions?” and when they do, Alex will call that Amazon wants to push and which are appropriate to the user’s profile. Alex is a skill that is unbranded, and the answer Alex, is that the algorithm considers this case and relevant to the user.

Need a new way of thinking is. Forget about “there’s an app for that approach!”, and I think: “have this!” This was demonstrated uber slack and creating a team to work with Alexa that requires users to say, “order me a taxi” or “send in the slack.”

Brand owners should also carefully consider methods of approach, especially when deciding what point to do it on the way to purchase.

Building consumer trust in a brand is essential to justify the commitment of users and the success of brands. In this respect, it will depend on their ability to collect and combine the information that the translation for relevance and focusing on narrow AI is a useful task at the same time. Brand owners need to work as the best Premier out of home audiences through creative, external terminals, driven by interesting stories about the cost of the product and not the brand value too.

Finally, trademark owners should be data on prices from the start, and if the owner of the brand is not the cheapest, you have to be confident enough to make another value like services, their weapons instead.

Looked at one way, the voice ordering works on algorithm-driven proposed shopping sounds the death knell for brand marketing and advertising creativity as we know it. But looked the other way, it heralds a new era in which the quality of the brand creativity combined with the quality of the data obtained for each brand-consumer interaction is everything.

This is not a failure of marketing, but rather a new beginning.

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