Facebook with Latestnigeriannews  Twieet with latestnigeriannews  RSS Page Feed
Home  |  All Headlines  |  Punch  |  Thisday  |  Daily Sun  |  Vanguard   |  Guardian  |  The Nation  |  Daily Times  |  Daily Trust  |  Daily Independent
World  |  Sports  |  Technology  |  Entertainment  |  Business  |  Politics  |  Tribune  |  Leadership  |  National Mirror  |  BusinessDay  |  More Channels...

Viewing Mode:

Archive:

  1.     Tool Tips    
  2.    Collapsible   
  3.    Collapsed     
Click to view all Entertainment headlines today

Click to view all Sports headlines today

An ad agency is 'hacking' search results on Amazon's Alexa, and it shows how voice is the next battleground in advertising

Published by Business Insider on Fri, 19 Oct 2018


As consumers increasingly adopt digital voice assistants, big brands know they need to cash in on the opportunity.But when it comes to commerce on voice assistants, people fall back on the default option meaning that brands need to get creative in getting people to buy their products using voice.Ad agency Mindshare thinks it has found a "hack" around commerce on voice assistants, and is training its clients to take on a future with voice through various other ways.It's time for brands to find their voice literally and ad agency Mindshare thinks it's got the perfect trick up its sleeve to help them figure it out.As consumers increasingly adopt digital voice assistants like Amazon's Alexa or Google Assistant on the Google Home, brands are beginning to realize that they need to cash in on the opportunity."Simply put, you cant ignore this medium," said Jeff Malmad,executive director at Mindshare's media innovation unit, whose clients include big names like General Mills, Tyson, American Express, and Campari. "Brands need to be where their consumers are."But here's the catch: people may be interacting with their voice assistants more, but when it comes to shopping, they aren't necessarily picking specific brands. 85% of consumers surveyed for a recent report, for instance, said they chose the default option that popped up while doing a voice shopping search rather than requesting a brand.So it is incumbent upon brands to shape people's preferences on voice.Mindshare thinks it has found a 'hack' around commerce on voice assistantsMindshare thinks that commerce on voice platforms will be important, and has been prepping brands ranging from Unilever to Pandora through voice workshops and sessions tailored specifically to their category and marketing objectives.The agency came up with an Amazon Prime Day "hack" for a large consumer packaged goods clientbased on the insight that Amazon Alexa is only likely to recommend two brands in a category when a consumer is looking to shop."The way you shop with voice is different from other mediumsyou don't have a visual shelf in front of you, or a long list of search results of products," Malmad said. "Amazon Alexa and Google Home will only give you one or two things from the 'voice shelf'if you want other products in a voice search, you need to actively ask them for more."To ensure that the CPG brand (Mindshare declined to name the brand) would be one of the brands recommended, the agency ran an offer for consumers of the brand on Amazon in the days leading up to Prime Day so that its search results would peak, and Alexa would be more likely to recommend it when someone searched for it using voice."By playing out current media trends to their most disruptive ending, we're able to remain ahead of the curve," said Mindshare's chief instigation officer Joe Maceda.Mindshare is also coaching its clients on the concept of "incidental loyalty" and coming up with way to overcome it. The term refers to when people re-order the same thing over and over again not because they care for the brand butbecause it's coming up first in their voice search."When it comes to voice shopping, second place is the first-place loser," Malmad said. "Brands need to be prepared for that."It is also helping brands plan for the futureTo be sure, there's no guarantee that consumers are going to go from primarily asking their voice assistants for the weather to shopping for everyday items anytime soon. The Information, for instance, recently reported thatvoice commerce has yet to catch on in a big way. But voice is undeniably starting to become part of the overall digital ecosystem, and that's only going to accelerate.Mindshare is emphasizing how voice connects back to brands' larger digital content strategy, search strategy, and other media placements, Malmad said. It is, for instance, starting to trainpeople to use specific brand names when conducting voice searches, spreading that message through branded ads across platforms, even TV and digital.One of the agency'sCPG brands, for example, is tagging its creativenot just in print, but in digital as wellwith an Alexa call-to-action about ordering its product via voice, to encourage consumers and future-proof against incidental loyalty."When you look at the world of voice, we're at day one of where all this is going to go," Malmad said. "But there needs to be a foundation, and the first step is to getthe basics right with your current digital ecosystem."Join the conversation about this storyNOW WATCH: What activated charcoal actually does to your body
Click here to read full news..

All Channels Nigerian Dailies: Punch  |  Vanguard   |  The Nation  |  Thisday  |  Daily Sun  |  Guardian  |  Daily Times  |  Daily Trust  |  Daily Independent  |   The Herald  |  Tribune  |  Leadership  |  National Mirror  |  BusinessDay  |  New Telegraph  |  Peoples Daily  |  Blueprint  |  Nigerian Pilot  |  Sahara Reporters  |  Premium Times  |  The Cable  |  PM News  |  APO Africa Newsroom

Categories Today: World  |  Sports  |  Technology  |  Entertainment  |  Business  |  Politics  |  Columns  |  All Headlines Today

Entertainment (Local): Linda Ikeji  |  Bella Naija  |  Tori  |  Pulse  |  The NET  |  DailyPost  |  Information Nigeria  |  Gistlover  |  Lailas Blog  |  Miss Petite  |  Olufamous  |  Stella Dimoko Korkus Blog  |  Ynaija  |  All Entertainment News Today

Entertainment (World): TMZ  |  Daily Mail  |  Huffington Post

Sports: Goal  |  African Football  |  Bleacher Report  |  FTBpro  |  Kickoff  |  All Sports Headlines Today

Business & Finance: Nairametrics  |  Nigerian Tenders  |  Business Insider  |  Forbes  |  Entrepreneur  |  The Economist  |  BusinessTech  |  Financial Watch  |  BusinessDay  |  All Business News Headlines Today

Technology (Local): Techpoint  |  TechMoran  |  TechCity  |  Innovation Village  |  IT News Africa  |  Technology Times  |  Technext  |  Techcabal  |  All Technology News Headlines Today

Technology (World): Techcrunch  |  Techmeme  |  Slashdot  |  Wired  |  Hackers News  |  Engadget  |  Pocket Lint  |  The Verge

International Networks:   |  CNN  |  BBC  |  Al Jazeera  |  Yahoo

Forum:   |  Nairaland  |  Naij

Other Links: Home   |  Nigerian Jobs