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    MMA & Isobar Release Report Highlighting the Future of Voice Technology

    Voice technology is projected to grow immensely.

    By Robert Cameron - Apr 26, 2021
    MMA & Isobar Release Report Highlighting the Future of Voice Technology

    Moneka Khurana, Country Head, MMA India

    MMA & Isobar have released a new report titled ‘The Voice Playbook.’ Geared toward the Indian market, the playbook aims to highlight the potential impact of voice on the global and Indian media and marketing industry.

    “Voice technology will become the next great disruptor and India as a market is very receptive to Voice as a medium and Isobar is extremely excited to help brands ride on this new wave. This playbook gives marketers an excellent opportunity to understand how to use voice as a medium/platform to engage with their consumers,” said Shamsuddin Jasani, Group MD, Isobar – South Asia.

    “By 2021, it’s estimated that 72% of internet users in India will prefer to use a language other than English, and voice will help bridge that language gap. Just like Brands needed an internet strategy in the ‘90s, a search strategy in 2000, and a mobile strategy in 2010, we at Isobar believe now brands need a voice strategy.”

    The key focus:

    • Post-Pandemic, human behavior has shifted to more contactless experiences serving to grow the need for voice technology in both its pace & popularity. Soon, consumers will have a voice option at self-checkout counters, ATMs, automobiles, elevators and anywhere else touch is currently needed.
    • Globally, over 500 million people use Google Assistant every month, with Hindi second only to English as the most commonly used language.
    • The integration of Indian languages in voice assistants has been the strongest growth driver for the tech across the six-to-sixty age spectrum and as the majority of Indians are multilingual, they find voice three times faster than typing.
    • Voice search queries in India are growing at 270% per year. India is already a large video-first internet market and with the demographics and large scale, smartphone adoption will become the world’s first/largest voice-first internet.
    • Voice technology is playing a pivotal role in fuelling aided commerce growth as 82% of smartphone users are using voice-activated technology.
    • Growing adoption of voice technology in shopping online will leave voice assistant to suggest products to buy and this can affect people’s connection with brands as only convenience or a brand’s ‘top of mind’ will play a bigger role in making a choice. Customer experience will once and for all overtake social media presence or general marketing.
    • Voice assistance has been continually refined to be more realistic and human-like. Alexa just got its first celebrity voice in India. Brands are focusing a lot on the voice of the voice assistant as the majority of the respondents (86%) said developing a brand’s voice personality is extremely important.
    • Voice ad exchanges will emerge, where advertisers will bid to get their brands to the top spot. The first execution of this solution has just hit the market: Instreamatic.ai is the first company to serve ‘voice ads that people can speak with’.

    “We firmly believe that Voice technology will become the next great disruptor and India as a market is very receptive to Voice as a medium. We are already seeing in India that people are skipping typing and moving to Voice and are completely at ease with the same. This gives marketers an excellent opportunity to use voice as a medium/platform to engage with their customers,” said Gopa Kumar, COO, Isobar India.

    “While its use is becoming widespread and consumers are very receptive to it, there is still very less information on how voice tech will affect the various digital marketing platforms or the marketing mix. This playbook in association with MMA aims to decode the how and simplify it, this playbook will help you know about voice technology and will aid in not only being prepared but to position yourself or your brand ahead of the curve.”

    The full report can be viewed here.

     

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