The increasing need for contactless experiences due to COVID has given a push to voice technology's growth in India
- MMA and Isobar have launched a report titled 'The Voice Playbook.'
- The report attempts to analyse COVID's impact on
voice marketingand its growth in India.
The key focus areas of ‘The Voice Playbook’ are:
- Post-Pandemic, human behavior has shifted to more contactless experiences serving to grow the need for
voice technologyin 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. During the 2019 cricket season, Google Assistant received over 100 million cricket queries as people asked for news and live score updates. This means people of all ages and geographies can engage with voice-enabled technology more easily because it mimics normal conversation.
- 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. Hence, 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.
- We are already anticipating the emergence of voice ad exchanges, 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’.
Gopa Kumar, COO,
Moneka Khurana, Country Head,
Kumar Rangarajan, Co-founder & Obsessive Dictator, Slang Labs said, “When Slang Labs started about 4 years ago with the intent of empowering the digitally disenfranchised segments of the society to get the same kind of services that the digital-savvy people could, most of the marketing was still focused on the digital-savvy and majorly urban population of India. Post-Covid, even the non-digital savvy populations in urban and rural areas are getting onboard the digital highway. But the brands are unable to capture the full potential of this huge market of Next Billion Users! This is where we see Voice Playbook 2021 enabling marketers to understand the key challenges faced by this huge untapped market and engage them on their own terms using Voice as the ‘Bridge to BHARAT’!”