Are Voice As­sis­tants the Next Big Thing?

Four cre­ative pro­fes­sion­als de­bate the is­sue. And does it open up new op­por­tu­ni­ties for brands?

The Brand Reporter - - FRONT PAGE - By Deep­ashree Ban­er­jee

$0,7 6+$1.$5 na­tional cre­ative di­rec­tor, Publi­cis In­dia

ANY NEW MEDIUM OPENS UP NEW OP­POR­TU­NI­TIES TO CON­NECT WITH THE CON­SUMER. IT IS THE same story with Voice As­sis­tants. As an ad­ver­tis­ing pro­fes­sional, it is a chal­lenge and a bless­ing be­cause we have an op­por­tu­nity to set the bench­mark and de­fine a cat­e­gory.

To say voice-based tech­nol­ogy is a pow­er­ful way to ‘talk’ to con­sumers would be an un­der­state­ment. It opens up new ter­ri­to­ries for brands. And brands who grab this op­por­tu­nity with both hands will surely rule the roost. But the seed of any great idea was, is, and al­ways will be - ‘great sto­ries’.

So, it shouldn’t be just about a TVC or a print ad or the lat­est buzz/ac­ti­va­tion idea, but what prob­lem we have iden­ti­fied and what we are solv­ing. Pri­vacy con­cerns might act as a road­block, but it shouldn’t stop brands from tak­ing a big leap.

35$9((1 687$5 ECD, Dentsu We­bchut­ney

VOICE AS­SIS­TANTS ARE SURELY GO­ING TO BE THE NEXT BIG THING! AS AD­VER­TIS­ERS, WE play a ma­jor role in mak­ing this process both easy and re­ward­ing for the con­sumer. The rule of thumb re­mains the same: at the cen­tre of it all is the idea - an idea that al­lows the brand to talk to the con­sumer as flu­idly and nat­u­rally as pos­si­ble. Util­ity and con­ve­nience meet en­gage­ment, as brands can now make it easy for con­sumers to talk to them.

Voice as­sis­tants give brands an­other touch­point; so, in­stead of chang­ing strate­gies com­pletely, it’s ad­vis­able for brands to adapt and mould their cur­rent strate­gies to in­clude this new ad­ver­tis­ing touch­point which works like a so­lu­tion­provider for the con­sumer’s ease.

With the tech­nol­ogy con­stantly im­prov­ing and con­sumers be­ing in­creas­ingly in­ter­ested in its pos­si­bil­i­ties, the fu­ture doesn’t just seem bright but also au­di­ble.

$6+,6+ 3+$7$. ex­ec­u­tive cre­ative di­rec­tor, DDB Mu­dra Group

I BE­LIEVE COM­PA­NIES ARE MIND­FUL THAT MOST PO­TEN­TIAL CON­SUMERS AREN’T EX­TREMELY TECH savvy. Most of the cam­paigns are al­most prod­uct de­mos, but the chal­lenge is to make the most en­gag­ing and en­ter­tain­ing prod­uct demo.

An­other im­por­tant thing with this cat­e­gory is break­ing down the com­mu­ni­ca­tion into pieces that high­light in­di­vid­ual fea­tures. This also helps in hav­ing more in­ter­est­ing sto­ries around that one sin­gle fea­ture. A se­ries of such ex­e­cu­tions, each high­light­ing a dif­fer­ent fea­ture, would help con­sumers to un­der­stand the prod­uct bet­ter.

9,.$6 0(+7$ CEO, Poin­tNine Lin­tas

AS A CRE­ATIVE PRO­FES­SIONAL, YOU START WITH A PREMISE THAT NEW THINGS HAVE NO rules, no bag­gage and very few proven ex­perts. It al­lows you to look for white spa­ces and think of new ways to go about it.

Voice as­sis­tants are sig­nif­i­cant be­cause they will for­ever change the way peo­ple search. For ex­am­ple, re­tail brands to­day talk about their store lo­ca­tions. When searches move from ‘lo­cate a store’ to ‘find a store near me’, the en­tire con­tent ar­chi­tec­ture will change.

Voice as­sis­tants are mak­ing hu­man-ma­chine in­ter­ac­tions a lot more in­ter­ac­tive. I feel this en­hanced level of in­ter­ac­tion will be a fer­tile ground for cre­ativ­ity open­ing up new op­por­tu­ni­ties for brands to en­gage with their au­di­ences.

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