Marketing is one of the most rapidly changing disciplines today, influenced by various aspects of modern life and especially by advances in technology. Technology trends are variant, consumers continue to embrace voice technology as a direct way to interact with their devices, information, content and obviously also the internet. The acceptance of voice assistants can change the way customers communicate and interact, forcing business organisations to make adaptations to their websites to make them easier to navigate. This relatively new element in technology has also impacted the way marketing is conducted, hence new changes in the way it is conceived with the inclusion of voice sound.
The virtual voice assistants have changed the way of interacting with customers in the company that uses it, the so-called intelligent companies have opted for the use of voice search in addition to the way of broadcasting, of letting their personality and attributes be felt by voice. This allows users to have a spoken response in the same way. Of course this determination affects the SEO and the devices of the websites of the companies that assume it, this obviously brings expenses and technological adaptations, but the competitive advantages of them will also increase.
Voice assistants comprise different types of products marketed by Apple, Amazon and Google based on natural speech recognition with their own language. They allow users to perform a s earch by means of a voice command entered by the user. The sites where voice assistance is used today are not limited to basic tasks such as browsing, questions and answers or simple phone calls but also rightly allow actions such as shopping, email management and many others. Voice search is not a thing of the future, it is already in the present and statistics are showing that it will be in the everyday life of businesses, companies, entrepreneurs and in our own homes in the not too distant future.
Marketing, which is not oblivious to any technological advances, faces the challenge of adapting voice assistance to its particular resources and adapting them to its future strategies. The positioning of a product will depend on the effects, feelings, perceptions and impressions that the consumer has of the product, establishing comparisons with the products of the competition. The new voice ecosystem completely transforms the basis of brand recognition; it is sound and not image that begins to be important and transcendental in the strengthening of the product within the public. Sounds are always perceived in a pleasant way, accompanied by a good image, there will be no success that can resist it, it is the so-called sonic branding, which few companies have used but which is seen as a very accurate strategy for the future.
The sound signal in the brain is pleasurable, especially voices, causing a better relationship with customers, due to the ability to organise memories, practices and emotions. However, a voice strategy means planning, good message selection to be able to add value to customers, considering all the other points where the consumer makes contact with the product, so that intertwined and working with the same objectives, voice assistance will consolidate the positioning, make a better communication with the brand and achieve that feeling of nexus that is always the ultimate goal to pursue in a successful marketing in the future.