Smart speakers like Alexa and Google Home challenge the marketing: Whoever is not at the top of the relevant set loses. What does that mean for branding?
Successful branding requires brands to effectively and consistently extend their identity across every touchpoint. Often, these touch points are visual: web pages, mobile apps, TV ads or billboards.
With the rise of smart AI speakers, marketers must remember that there is also an audio element in branding. After all, people communicate through a multitude of senses, so it is logical that brands should, if possible, bring in additional sensory experiences.
What does the sense of hearing in the marketing mix mean?
The visual identity of a brand is enhanced by its audio identity. In fact, audio is something that many brands have already integrated into their brand strategies. For example, there are television and radio advertisements that involve voice-over – but never show the person’s face.
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And regardless of whether the person is known, consumers will associate the sound of their voice with the brand over time. But these tactics only scratch the surface of what audio can do for a brand. Voice search in the car, at home or on mobile devices will play a major role, and it will be integrated into new technologies such as augmented reality and personal digital assistants.
What challenges does the marketer face?
Marketers have some big challenges ahead of them. You need to determine what the spoken voice will be for your brand and then tune the tone and message of the voice with its already established brand message.
You need to integrate audio elements that align with brand identity – everything from theme music to jingles to the sound of a news bulletin. The voice becomes even more personal for the individual consumer when it is possible to personalize the audio elements.
When the batteries go out, Alexa automatically orders replenishment from the Amazon store: How can brands prepare for making the decision to make a purchase, not just people, but machines?
The goal of brand loyalty is paramount. It is very easy for a person to tell their smart speaker, “Order more batteries” and then be satisfied with their choice. The action itself is simple, comfortable and the batteries are good enough to run that person’s equipment.
However, a successful battery brand will have created a suitable basis for consumers to search for it. If proven to be reliable, durable and, of course, effective in branding, the marketer has laid the groundwork for consumers to ask their smart speakers for the brand.
Strong marketing for strong brands
Digitalization should bring growth, but not just for the big players. The middle class also uses this opportunity for itself. Only how, is the question. For example, how does Sport Schuster act in terms of marketing? The LEAD Bookazine 3/2018 shows how small and medium-sized businesses shape marketing in the digital age. Customer needs and own values - that’s why it should work.
How can you help this memory – when it comes down to it – to get you started?
The aim is to educate consumers on where and how to obtain the desired battery brand. This is achieved, for example, by extending the messages to other marketing channels, such as mobile apps, to remind consumers to ask their smart speakers for the brand name.
How must branding and branding change overall to be considered by people?
The best brands have for some time developed authentic and meaningful relationships with consumers. They have achieved this by focusing first on the customer – on what the customer wants, on his feedback, what the customer says about the brand, and how they interact with those customers bypass. Any brand that does not yet follow this approach should do so immediately, otherwise it will not be able to compete for much longer.
“The experience that people make with the product goes far beyond the visual presentation, and the other senses can – and should – be included.”
Tell us a best case or an ideal example of successful branding tomorrow.
For example, consider a popular soup brand. This brand has spent years consolidating its identity as one of the tastiest soups. The recipe has not changed much, the communication uses great visuals that look delicious.
There are several advertising campaigns, and brand identity is consistent at every touchpoint – from print advertisements to TV advertising, store labels and displays, to social media accounts. People do not just know this brand – they love it. The brand has successfully laid the foundation for a strong brand identity that resonates with customers.
Everything rather with visual brand management.
Yes, but the experience that people have with this product goes far beyond visual representation. The other senses can – and should – be included. Maybe TV spots will work with a Schlürfton, or in-store displays but the smell of a hot soup bowl. There are a number of ways that marketers can integrate these different elements into their brand strategies.
Schlürfgeräusche and smells: Will this look like the new marketing?
The ability to capture the different senses of a consumer will sooner than later be part of a brand’s marketing toolbox. Successful brand marketer of the future will use as many senses as possible. We are only now beginning to recognize the power of audio in branding – but senses such as taste, touch and smell are not far off.
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