Voice marketing or how to seduce Alexa


Multitasking is an art mastered by women according to stereotypes. It is true that many young ladies are here today to make our lives easier. You may know them, their names are Siri, Alexa and Cortana. Recently, voice assistants have appeared on the Belgian market with the result that voice marketing and new strategies have emerged. Let’s take a moment to look at this new phenomenon, its position on the Belgian market and its future.

What is voice marketing?

Voice marketing is focused on reshaping texts and optimizing online presence to adapt to voice assistant technology. In other words, it is the development of new marketing strategies to comply with the criteria defined by these tools. Find here some possible adaptations and innovations to be in tune with Alexa:

  • SEO: Voice assistants offer fewer results than a traditional online search. We must be even more relevant in the terms used.
  • Answers to questions: Voice assistants get answers from web content. It must be easily extracted (bullets, tables,…), the purpose being to tag the data.
  • The “voice“: the image of the company, its products and services must be reflected in the answers. The identity created must be consistent with the image being conveyed through other communication channels.
  • The algorithm: understand how the selection of answers is made and try to get as close as possible to it through the content.
  • The human: reflecting on how people conduct their research. It is necessary to take the time to analyse your target audience and their way of speaking.
  • Advertising: the idea is that the brand appears in the results even when it is not the subject of the search.

Belgium, too small?

If you look at the results of a voice marketing research, you will see that most of the articles come from the United States and very few inform us about its development in Belgium. There are several reasons for this:

  • There is a language problem. Three official languages create complications in the creation of applications connected to this technology.
  • Belgium is a relatively small country. This implies a large development investment for a low return given the number of potential users.
  • At the end of 2018, Alexa and Google Assistant were not yet officially marketed in Belgium (although they were compatible with other devices).

2019 or not?

From a global point of view, voice marketing will probably already increase significantly this year. However, if we focus mainly on the Belgian market, it would be wiser to wait. Indeed, the ideal would be to create a buzz when the vocal assistants are at their peak and not when they are still relatively marginal. It must also be taken into account that the consumer needs time to change his habits.

Take advantage of this additional time to sharpen your marketing strategies and review your entire project to position yourself well in the market when the time comes. And for those who are not convinced yet, here is a small quote that should make you think: ” We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run” (Amara’s law).

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