Hi Alexa! or Hey Google! These expressions are increasingly present in the home of Americans. According to a recent survey by Adobe Analytics, by 2019, voice assistants will be present in half of the American residences. Currently, they are in 32% of the houses of that country. From a business standpoint, it’s a market with giants competing directly: Amazon, Google, Alibaba and others.
Although it is possible to speak of a mass market of voice assistants in the United States, in Brazil it is restricted to early adopters. Cleber Paradela, Planning VP of Sunset Communication, explains that there are still barriers in Brazil for voice interfaces to scale. On September 8th, he addressed the theme at a lecture at Hack Town, an innovation event that takes place annually in Santa Rita do Sapucaí (MG).
“Since June 2016, Google has announced that it will launch Google Home in Brazilian Portuguese, but has not yet done so. In addition, most of the services for the platform are restricted to US territory. That is, it is still a geek toy, that speaks English, and is content with simple commands like turning off lights, listening to music and activating half a dozen connected objects, “explains Paradela.
However, according to the VP of Sunset, this does not mean that brands and agencies do not have to prepare for the movement right now. “We have gained that extra time to prepare while the technology is not climbing. The explosion of ‘screenless interfaces’ will happen in the coming years and promises to outperform cellphones, just as cell phones outperform desktops. And this is the moment to look calmly at the brands and define a consistent performance for this new great stage, “he explains.
Paradela emphasizes that it is “less about building punctual cases in voice assistants and more about looking at the medium term and understanding that how to relate to the consumer, which today is mainly focused on the cell phone and the displays, will radically change the way talk, buy, sell, and consume content. ”
“Agencies will need to prepare both to define brand personas in this environment and to rethink the consumers’ journey in a world without a screen. The biggest reason a user takes a voice interface is productivity and reduced friction. So the way of thinking advertising as an interruption can be a big shot in the foot, as that is exactly what this user does not want. Therefore, companies should think about voice interfaces, mainly by providing service (like consulting a credit card bill, for example) to facilitate the day-to-day life of a consumer who needs to solve things without stopping their activities, “says Paradela.
Jason Bermingham, Media & Message announcer and columnist, explains that brands are seeking more and more identity and a way of talking that refers to a person. “If we look at the virtual assistants, the ways of talking are still very similar, Siri, Alexa and others, and to differentiate in this context will be important.” “The voice conveys much more social information than practice. It carries the past and the personalities of people, “he reinforces.
Regardless of voice assistants as a device, voice interaction is already part of the Brazilian’s dynamics due to smartphones, recalls Alessandro Cauduro, CEO of Huia, a digital products studio. “The challenge as in every brand activity is to be useful in the moment of the consumer and not to interrupt their journey. Just as I do not want an ad interrupting my video, I do not want a wizard intervention that does not deliver exactly what I need. The creative challenge will be, more and more, to bring usefulness, “he says.
Cauduro emphasizes that more than a voice narrative the brands that are relevant to the life of the consumer will be the ones that will have more attention. “Being relevant can mean a lot of things: from figuring out how to get somewhere, calling a Uber, playing a song or finding out what song is playing, figuring out the weather, asking for a pizza or looking for a video about a subject of interest” .
Source: Media & Message
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