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Chadi Saab From Leo Burnett: Voice Technology Will Evolve In Internet Purchases
Liz Unamo| 10 de abril de 2017
Saab: La publicidad visual será más difícil
Chadi Saab, Strategy Director at Leo Burnett, wrote an article on the agency website titled How Voice Technology Is Changing the Way Brands Talk to Consumers. “As our interaction with the machine shifts from sight and touch to voice and sound, the internet evolves from a marketplace that requires a few clicks to complete a purchase to voice waves that command items to be summoned to wherever you please.”The Consumer Technology Association forecasts that volume sales of voice-activated systems in the U.S. will grow by 52% yearly to reach 4.5 Million units sold by end of 2017, wrote Saab. Although many smartphones have voice-activated assistants, the technology has found new homes on devices such as Amazon’s Echo and Google’s Home interactive device. This technology has a set of built-in capabilities to perform specific tasks, Echo, has, in fact 1,500 capabilities with a possibility of adding thousands more capabilities this year. According to Saab, this has strong implications on advertising: Better understanding of the consumer’s intent; more addressable and personalized ads; and conversational advertisements. The first two evidence how as consumers start using natural language when initiating search by voice, the consumer’s intent can be revealed more clearly. This will help marketers and advertisers build user-intent models to understand where the consumer is on the customer journey and to build and serve ads that work harder in converting new prospects or engaging current customers to increase loyalty. It will become harder for companies to target users with a visual ad, but there is an opportunity to create conversational ads and other content for consumers to engage with.
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