Are Voice Assistants the Next Big Thing?
Four creative professionals debate the issue. And does it open up new opportunities for brands?
$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.