In October 2019, the Portuguese version of the long-awaited artificial intelligence Alexa, Amazon’s cloud-based virtual assistant, which is capable of performing various activities through simple voice commands, arrived in Brazil. From the beginning, our relationship was always very good, because we were exploring a new world. How much novelty and how many possibilities…
Alexa, turn on the living room TV. Alexa, play Maneskin’s new song. Alexa, wake me up with Enya at 7 am. Alexa, tell me a joke. Alexa, imitate Darth Vader. Alexa, turn off the bedroom light. Alexa, turn on the air conditioner.
Then came the Alexa Skills, which are like apps with additional functions within Alexa. It has a little bit of everything… entertainment, content, news, podcasts, games, meditation, home care tips and a whole universe of possibilities.
However, our relationship sometimes suffers from some friction and failures in communication. The experience is interesting, but something is still missing for our relationship to be perfect.
The feeling is that companies are still taking advantage of this new channel that continues to grow in importance. There are already a series of developed solutions that can serve as a reference, but the truth is that we still haven’t explored this new resource very little. But after all, what solutions can we imagine?
Let’s go to some tips:
· For customer service, you can create skills that allow your customers to get in touch with your company by voice, ask questions about products or services, request technical support, duplicate, bank slip number or make complaints;
· For entertainment, you can create skills that offer interactive games, fun stories, jokes, trivia or challenges for users to have fun with Alexa;
· For content, you can create skills that make news, podcasts, music, videos or other types of media available for users to consume by voice;
· For marketing, you can create skills that promote your brand, publicize your offers, generate engagement or loyalty to your customers through rewards or benefits;
· For sales, you can create skills that facilitate the process of buying your products or services by voice, allowing users to search prices, check stock, add items to cart or complete the order.
Voice Commerce:
One of the advantages of skills is that they already make it possible to sell and buy through simple voice commands. Considered the next evolutionary step in the use of this voice platform, voice commerce is an online commerce trend that allows consumers to make purchases using only their voice. This brings more practicality, speed and convenience to customers, in addition to creating a direct communication channel between brands and consumers.
To reap the benefits of voice commerce and Alexa skills in business and marketing, here are a few tips to follow:
1. Research the target audience and understand their needs, preferences and behaviors towards voice assistants;
2. Define the purpose of the skill and the value it adds to users;
3. Create a clear and simple script for the interaction between the skill and the user;
4. Use appropriate sound design to convey the brand identity and create an immersive experience;
5. Test the skill on different devices and situations to ensure it works correctly;
6. Promote the skill on social networks, websites and other means to attract more users;
7. Monitor skill performance and gather user feedback to continuously improve it.
Finally, it is important to emphasize… developing solutions for voice assistants is no longer a hype and has become an excellent opportunity to offer a differentiated experience to its consumers.
Alexa, we don’t want you to ever leave! We just want our relationship to get better every day ?
And that brands understand the best way to use this important tool and channel, as experiences with voice need to rescue the consumer.
About the author of the article: Alexandre Fernandes de Azevedo, Head of Planning at aunica Interactive Marketing
Marketing Planner With a long history of projects carried out for major brands, Alexandre Azevedo is always looking for creative alternatives to surprise clients and generate results. Attentive to the constant transformations in the industry and how they impact clients’ businesses, he soon realized how the new Machine Learning and Artificial Intelligence technologies have enormous potential to increase the digital presence and create solutions that generate a positive impact in building a brand and new business generation.
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