Is the voice revolution overhyped?

Our data shows that voice command usage in the UK barely shifted between 2016-2018. This is not the meteoric rise of voice anticipated by strong Amazon Echo sales, which prompts us to ask - has voice been overhyped?

The potential of voice comms

At Foresight Factory, we still think that voice has potential to be an important channel because it meets a number of consumer needs. Voice:

1. Removes digital interruption. A number of consumers are aware of the disruption that technology causes to their attention span and wellbeing. A third of GB consumers are taking measures like avoiding tech before bedtime to get a better night's sleep. Voice can reduce the time spent in front of blue-lit screens.

2. Enables more human encounters. Voice is a more natural and intuitive interface with technology.Touchscreen devices were lauded for their ease of use (just search on YouTube for “babies on iPads”) and voice represents the next level in human-machine interaction. Voice technology is always improving, which may make it the most convenient way to interact with tech in the future.

3. Is used most by Gen Z. It is unsurprising that the youngest consumers are the most tech forward. As Generation Z predict the tech trends the rest of us adopt - the fact that over half of them say they have used voice commands is a strong signal of where we are all heading.

The threat of not using voice

Voice brings with it the threat of a new intermediary between your brand and discovery. Enter the era of the branding bypass. This is the potential for personal assistants or IoT products to become the main discovery route for products and services. If brands do not integrate themselves in this channel well, they run the risk of becoming overlooked and unheard.

How to stay heard in the attention economy

This is a question we have asked ourselves ahead of our annual event where we discuss the consumer trends that will shape 2019. When it comes to staying heard in the channel of voice, two things are important.

First, brands must create voice-ready content. Think about what intent your customer has for using that channel and make sure you answer it. This may require a content- and information-heavy communications strategy. Furthermore you need to explore intermodal responses - when voice first questions lead to a voice plus visual response.

Secondly, brands should craft how they sound. Sound has an effect on how people feel and what assumptions they draw about your brand. Therefore how you sound in this channel is key to creating a really human and empathetic interaction. My favourite example of a company that thought about how it sounds is Public Health England. It developed a breastfeeding skill available on Amazon Alexa and Facebook Messenger. Mothers can access breastfeeding support 24/7, which is important for lonely middle of the night feeds. Importantly, considerable time was spent finding a voice that closely emulated healthcare professional, so that the interaction sounds as natural as talking to a midwife. Brand voice could be as important as in the heyday of radio.

Challenge the way you stay heard and discover the trends shaping 2019 at Foresight Factory’s Global annual event. DMA members can use the code DMA10 for an exclusive 10% discount.