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A marketer’s guide to voice: Why your brand needs to start speaking
Journal of Digital & Social Media Marketing,
7
(3),
225-233
(2019)
Abstract
Marketers must be permanently on the lookout for new tools and technologies to help promote their brand to the people that matter most. Voice technology offers a direct one-to-one engagement and feedback loop unlike anything that has been before. This paper guides interested marketers through the growing world of voice to understand why voice matters, why brands need to start investing in the technology today, who is adopting the technology and how the technology works. It also describes some simple steps to begin developing a content strategy around the next primary user interface.
Keywords: voice-first marketing; voice assistant technology; content strategy; innovative technology; voice search; Alexa
The full article is available to subscribers to the journal.
Author's Biography
Nick Myers is the Founder and Chief Executive Officer of RedFox AI. Nick is a TEDx and international keynote speaker who has spoken across the USA and internationally on topics ranging from artificial intelligence (AI) and the future of work, the future of AI and social media, 360 video, and how brands can leverage voice technology to reach their core audiences more effectively. He has been featured in such publications as PR Daily and the Madison InBusiness magazine. Nick holds a bachelor’s degree in communication and business administration from the University of Wisconsin — Stevens Point.
Susan Westwater is chief executive officer and co-founder of Pragmatic Digital, a consultancy that helps clients identify and solve their marketing and customer experience problems by leveraging the voice channel. As a strategist with 20+ years of brand, digital and content strategy experience, Susan uses customer-centric approaches to help businesses achieve success by providing useful and usable experiences to their audiences. Susan has presented and authored a number of talks, workshops, articles and e-books focused on the role voice technology plays in marketing and business strategy. She is also a leadership member of Women in Voice.
Scot Westwater is the Co-founder of Pragmatic Digital. As lead strategist, he helps clients identify and solve their marketing and customer experience problems by leveraging voice technology. Scot uses his 20+ years of design, user experience and digital strategy experience to develop useful and usable experiences that help businesses succeed. He has written numerous articles and e-books focused on the intersection of business strategy and voice technology. He has also presented talks and workshops at a number of events, including VOICE Summit 2019. He was a keynote speaker at the Chicago Area Direct Marketing Association’s Annual Gala.
