Voice Event Highlights 2018
Sunday 4th March 2018 07:17pm
By Lachlan Kirkwood
There’s no doubt that voice assistants are a tool that users intuitively utilise on a daily basis. But what does this increasing demand for voice-driven experiences mean for brands? The first Network Brisbane event of the year, aimed to discuss why the rise of voice technology is becoming so popular, and how brands can leverage the technology to shift their current search and content strategies.
The event was moderated by Deloitte Digital’s Laura Campbell, and featured the likes of panellists including Nicholas Therkelsen-Terry from Max Kelsen, Two Griffin’s Clarissa Keil, and Nuance’s Robert Schwarz.
Kicking the event off was Clarissa, who highlighted why voice technology is so important, and what separates it from existing experiences such as bots and voice-activated phone call menus.
"Voice technology is more than just speaking to something. It’s about understanding the natural language of the user to process and respond to queries or commands efficiently” - Clarissa
Nicholas also agreed with Clarissa and discussed how voice is able to harness the power of sentiment analysis when parsing generated commands. From the process of initially classifying the user intent, to identifying the spoken entities, and finally interpreting user sentiment, the process of voice technology is much more extensive than existing CX mediums.
So why would a brand need to leverage the power of voice technology for customer engagements?
Clarissa also mentioned the important role that voice plays to create intuitive user experiences. However, as with all emerging technologies, a brand must firstly understand if it’s really necessary for their end users.
As voice assistants now have the power to identify and authenticate specific users, Robert touched base on the importance of security for the technology. He suggested that brands should store voice generated data locally when possible, as off-shore hosting can pose potential risks and customer anxieties.
Like all emerging technologies, demands for specific job roles change over time in order to adapt to industry demands. Clarissa identified that job roles specifically tailored for voice-driven experiences are beginning to emerge from existing digital skill sets. They include:
So by now, you’re more than likely to have heard the term ‘skill’ been used when talking about voice assistants. But what exactly is a skill? Robert mentioned that skills are simply a function built to enable a voice assistant to complete a task. When building a skill for a product, Robert recommended that brands should begin developing solutions for simple tasks that will make small, but desirable improvements for user experiences.
“Pick the low hanging fruit from your existing data and find small tasks that are actually useful for end users” - Robert
The hot topic of the night was discussing what impact voice would play on search query results, and how digital marketers will need to alter their SEO strategies to maintain rankings. Nick suggested that the key to succeeding with voice search is already within current SEO factors - including marking up site schemas correctly to reflect natural language queries. He did also highlight that voice searches won’t directly convert into a tangible website session, so brands need to prepare for this shift in overall traffic.
The panel wrapped up the event by highlighting once again their top tips for brands looking to delve into voice technologies. You can catch the panels final top tips below.
Are you heading along to our next event? Join us at MIRRA on the 21st of March as we explore how AI and machine learning will affect marketing and business for your organisation. You can find out more about the event here.