2020-2030 – The Decade Of Voice

2020-2030 – The Decade Of Voice
SHARE
THIS



In this guest post, the Sydney GM of VERSA, Gavin McDonough (pictured below) makes the bold prediction that “voice” will be a marketer’s main tool over the coming decade…

In my experience it takes about 10 years from inception for marketing disciplines to develop, dominate and if valuable, become accepted as an integral part of brands’ marketing mix.

The path to normalising new marketing disciplines is often a hard one, I would know. In 2002 I launched one of Australia’s pioneering Experiential Marketing agencies, with Experiential Marketing representing an entirely new consumer-centric approach to marketing, up until that point dominated by traditional advertising and paid media; a seemingly impenetrable wall between consumers and brands.

For a number of years Experiential Marketing attracted only the last 10% of marketers’ budgets and was more often than not included as a token gesture, if it made it to the starting plate at all.

My agency and others fought and fought for its uptake by brands. By 2008 and aided by the rise of social media – which took control of brands access to consumers out of media owners’ and resellers’ hands for ever, we succeeded.

This is not an isolated tale, as other marketing disciplines have experienced similar hurdles along their path to mass acceptance. Social, Influencer and Content Marketing experienced a similarly slow uptake.

It was my passion for pioneering new marketing disciplines that motivated me to join VERSA, an agency trailblazing the newest marketing discipline, Voice Experience (VX). VERSA is an Aussie pioneer and global leader in Conversation Design – the skill set that underpins VX. An independent agency with deep roots in digital and emerging tech, VERSA’s founder Kath Blackham was visionary enough to recognise, pivot and commit her company’s course and resources to this untapped and largely undefined marketing discipline.

In the three years since its foundation, VERSA has experienced all the roller coaster of emotions and early-adoption headaches new marketing disciplines go through. The rush of early adopters, the inexplicable tumbleweed that follows, the thankless path of educating industry, clients, consumers (everyone) and sleepless nights wondering if you made the right decision – to steer away from logical to the possible and the way of the future.

As 2019 draws to a close VX finds itself at what can only be described as the dark before the dawn. It’s a sickly, yet exhilarating feeling you get when you realise that the discipline is on the cusp of exploding.

For Experiential Marketing, the dark before the dawn was in 2008, when after every other agency had attempted to solve Coca-Cola’s big summer brief, and failed. It landed on our desk. The savvy senior brand manager, perhaps with nothing to lose, asked us what we would do. We rose to the challenge and infused a truly experience led perspective into their big summer activation, for the first time. We launched a free national Coca-Cola surf school and propagated thousands of consumers the experience of standing on a surfboard (for the first time), through another new medium at the time, Facebook.

For VX and Conversational Design, a big, bright future is fast approaching. Indicators include the convergence of adoption including Voice being used by the big four banks as the most reliable biometric for personal (digital) security and Conversational AI rapidly permeating through enterprise businesses bringing revolutionary efficiency to customer service and contact centres.

At a B2C level, VX now has broad awareness amongst marketers with our market literally overflowing with voice-enabled devices both in the home and in consumers’ hands. For Voice to realise its place as a mainstream marketing discipline, three key issues need to be addressed by three distinct contributors;

Measurability – for media buyers

It’s hard to quantify the cost of a Google / Alexa Voice Experience when consumption is still in its infancy. A lack of Voice measurement rigour means Voice is more likely to make it into a media plan as an innovation gesture.

Successful measurement in the short term will have far more to do with VX being successfully integrated into marketing campaigns to ensure their discoverability.

Bravery and creativity – agencies and clients

The opportunity for brands to do new, innovative and impactful work exists nowhere more so than in VX. An unspoilt and uncluttered channel – the opportunities are literally endless.

Additionally, Voice Experience is largely still thought of as functional, not emotive. As emotional beings first and foremost (consumers/humans/us that is), companies who crack the code to Voice’s potential as an emotion-eliciting medium stand to reap great rewards and of course recognition.

Generational expectation – consumers

Kids, gifted inexpensive Voice devices over the past couple of birthdays and at Christmas, already use Voice even if only for finding out the weather, listening to music and to tell the time. They’re comfortable, confident and capable.

They are your next customers. Invest in meeting them where they’re at and you’ll win them forever.

So whether you’re wrapping 2019 or beginning to look forward to 2020 and beyond, I encourage all marketers to embrace VX and join us on perhaps the best marketing adventure of the next decade.

 

 

Please login with linkedin to comment

VERSA

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]