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The report highlights some of the emerging marketing trends in voice technology and recommends tactics that brands should follow for better results. It states that consumers are shifting focus towards voice with each passing day, influencing consumer behavior to a very large extent.
Rise in voice searches, rapid embracing of virtual assistants and the integration of bots to drive conversational commerce, will change the dynamics in which brands would connect with consumers, it further stated. In the basic industry landscape, Smart Speaker adoption<\/a> is growing at a faster rate than any other technology before it. While urban India was an early adopter of voice technology, voice is transforming the way marketing is done in rural India<\/a>.
According to the report, there are 574 million active mobile internet users<\/a> and 500 million smartphone users<\/a> in India. Due to this rapid growth, there has been a 270 per cent increase in voice search in the country. A user can type close to 40 words but can speak up to 150 words. Voice technology combined with artificial intelligence, machine learning and augmented reality is all set to bring about a makeover to many industries. New trends are focused on customer engagement and delight and use a feedback approach to derive better performance.
Voice technology in India has developed along two paths - On one hand, voice technology is reaching every household in urban areas through smart speakers and voice assistants’ ad on the other hand, in the media dark areas i.e., rural regions, voice is reaching consumers through feature phones. While voice technology is used in Urban India for convenience, it is a utility in rural areas. The report also contains case studies where voice technology was used for various brand campaigns.
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Prasanth Kumar, chief executive officer – GroupM<\/a> South Asia said, “Voice is set to become a vital medium and India will see a revelation in the years to come. Indian marketers and media planners consider this as a huge and scalable market to tap with the ample opportunities present in this sector. Not only in Urban, but voice is foraying into the rural markets<\/a> as well. Rural India<\/a> is progressively turning to voice to get tasks done. Marketers must understand various facets of voice. Times are changing and we want to empower marketers with the knowledge that can help them in the long run.”
Tushar Vyas<\/a>, president – growth and transformation, GroupM South Asia, said, “With the expansion of the digital ecosystem, voice has started portraying its strong position at the forefront of the market. With increased rural awareness on voice, consumer companies are focusing their spends on rural markets<\/a> because of the clear rise in demand. The voice ecosystem has a larger role to play in marketing communications as smart speakers, connected devices ecosystem and AI-driven assistance adoption grows.”
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报告强调的一些新兴营销趋势在语音技术和建议策略,品牌应该遵循更好的结果。它指出,消费者焦点转向声音随着每一天的过去,一个非常大的程度上影响消费者的行为。
增加语音搜索,快速拥抱的虚拟助理和机器人驱动对话商务的整合,将改变的动力品牌与消费者,它进一步表示。在基础工业景观,采用智能议长增长速度比其他任何技术。在印度城市声音技术的早期采用者,声音改变营销方式印度农村。
根据这份报告,有5.74亿活跃手机互联网用户和5亿年智能手机用户在印度。由于这种快速增长,在语音搜索中增加了270%。用户可以输入接近40个单词但能说150个单词。语音技术结合人工智能、机器学习和增强现实都将带来许多行业的改造。新趋势的重点是客户参与和喜悦和使用反馈方法来获得更好的性能。
语音技术在印度发展沿着两条路径——一方面,声音技术是达到每个家庭在城市地区通过智能扬声器和语音助理的广告另一方面,媒体即黑暗区域。农村地区,通过功能手机声音到达消费者。虽然声音技术用于印度城市为方便起见,这是一个实用程序在农村地区。该报告还包含了案例研究语音技术是用于各种品牌活动。
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首席执行官Prasanth库马尔-群邑南亚说,“声音将成为一个重要的媒介和印度在未来几年将看到一个启示。印度的商人和媒体策划人认为这是一个巨大的和可伸缩的市场开发与充足的机会在这个领域。不仅在城市,而且声音尝试到农村市场。印度农村逐步转向声音以完成任务。营销人员必须了解各个方面的声音。时代在改变,我们想让营销人员的知识可以帮助他们从长远来看。”
印度央行Vyas以及,总统——增长和转型,群邑南亚,说,“随着数字生态系统的扩张,声音已经开始描绘其强势地位在市场的前沿。增加农村意识上的声音,消费品企业关注他们的花费农村市场由于需求明显上升。声音生态系统发挥更大的作用在营销传播的演讲者一样聪明,连接设备采用生态系统和AI-driven援助增长。”
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