With voice technology seeing rapid adoption among Indian mobile phone users, the time has come for marketers and media planners to include voice marketing as a key component of their media mix. Currently, the brands are yet to take advantage of the full potential of voice marketing.
Backed by data and case studies, the GroupM VoiceBox report in association with exchange4media and research partner InMobi illustrates how brands can use voice marketing as a tool to engage with customers particularly those living in rural India. The biggest advantage of voice marketing is that it cuts across the technological divide as it works on feature as well as smartphones.
Decoding the VoiceBox report at the ‘exchange4media-GroupM Voice Marketing Conference’ was Niraj Ruparel, Head of Mobile & Emerging Tech, GroupM from WPP’s Voice Lab in the Mumbai Campus. Niraj made good use of Google Assistant and Amazon Alexa devices to present the report at the conference.
So how does a brand start its journey on voice? “Building a brand on voice is not as complex as most brand managers think of it. Firstly, marketers should think of voice as an integral part of their marketing strategy and not just a part of their checklist that should be ticked off. Following simple guidelines like building a brand persona and creating an actionable experience for their consumers, focussing on producing relevant and voice friendly content can do magic for brands. Platform recommended…