Voice Commerce is the technology with which users, through spoken commands, can execute tasks on their electronic devices. In this article we will show you why you should take this tool into account if you want to generate greater opportunities in electronic commerce. Jesus Cardenas Jan 29, 20 | 11 min read what-is-voice-commerce-and-what-are-its-advantages-for-companies Using voice commands is an increasingly frequent activity for most users, due to advances in Artificial Intelligence (AI) and the integration it has had with the most popular search engines, such as Google and Bing. An example of its importance and impact is that, according to studies by BrightLocal , 28% of consumers in the United States use voice commands to locate local businesses.
Without a doubt, this represents a very valuable opportunity for companies, e-commerce businesses and brands to position their websites based on the optimizations made for Voice Commerce. So, if what you are looking for is to climb to the top of the SERPs, taking advantage of this type of route, you will like to know that in this content you will learn about: What does Voice Commerce mean; How did this concept come about; Portugal WhatsApp Number List Who can benefit from this alternative; Repercussions of Voice Commerce in Marketing and Sales processes; Good practices to take advantage of Voice Commerce; Successful Examples of Voice Commerce; Metrics to accompany the success of Voice Commerce. As you can see, we will address the concept of Voice Commerce and the repercussions it has within the context of virtual stores and Digital Marketing strategies . It is time for you to learn everything about this tool and how to take advantage of it. Join us! What does Voice Commerce mean? Voice Commerce or voice commerce focuses on sales through the resources of voice use provided by mobile devices .
That is, they are those opportunities in which a user does a voice search , either over the phone or with a virtual assistant, in order to make a purchase online. One of the signs of its importance is that, today, 25% of all voice commands in the United States in 2018 were used to search for new products, and 10% to buy something online using only the voice. This data reflects the immense relevance that technology has for today’s markets . In addition, this trend is closely related to devices that incorporate Alexa (Amazon’s assistant) and Google Home, which already have millions of sales worldwide. So, in a nutshell, Voice Commerce is a derivation of transactional activities that is characterized by the use of voice to be executed . And, from the point of view of Digital Marketing and sales, it focuses on focusing SEO strategies under search intentions, to achieve conversions and business opportunities. How did the Voice Commerce model come about? Electronic commerce has allowed the end consumer to overcome the barriers of intermediation, and virtual assistants made this possibility even easier. So much so, that giants like Google, Amazon and Apple knew how to capitalize on this tool in time. But how did it get to this point? In the first place, the use of voice assistants such as Siri or Alexa was a fundamental step in creating a new segment in the area of merchandising and Marketing . In fact, in 2017 this form of business produced US $ 2 billion in sales in the United States, which opened the eyes of many companies and organizations around the world about its importance. Likewise, 28% of consumers used the voice assistant in 2017 to search for companies in their localities, according to BrightLocal.
This is evidence of the rapid growth that Voice Commerce has experienced since that year. However, this technology is taking different paths with respect to the usual navigation and is making its own guidelines within the digital transformation . And it is based on the generation, processing and use of data in real time, through questions and orders that, possibly, are not predefined. Therefore, it is important that businesses and companies see Voice Commerce as something of their own style and not as a derivative of search engines such as Google and Bing . Who can benefit from the strategy? Now, already contextualized that technology is being driven by large corporations, you are probably thinking that for small and medium businesses there is no longer space, but it is not. Brands must be clear, mainly, that Voice Commerce is not attractive only because it is a trend that, as studies by OC&C Strategy indicate , will be used in the near future by 55% of households in the United States. In addition, it is a tool that is still in the process of growth, and it is necessary to find out to what extent it can contribute to the development of a specific business. So who does it really benefit? The answer is: the consumer and the brands that are willing to go through the familiarization process.
This tool makes it easier for the consumer to make their purchases online, therefore, brands have the attention on it. But from the point of view of companies, it is necessary to do research to verify that there is coherence with the Marketing strategy, in terms of the SEO, SEM , content and social networks strategies of your virtual store . And it is precisely what we will address in the next point of this article. Repercussions of Voice Commerce in Marketing and Sales processes Now, Voice Commerce is precisely that, voice-driven commerce. So how has this technology influenced areas such as Marketing and Sales? The studies speak for themselves. According to PWC , 45% of virtual assistant users add items to their monthly shopping lists through voice technology on mobile devices or gadgets like Google Home or Amazon Echo. As we mentioned before, this represents a change in the paradigm of how marketing and commercialization strategies are carried out. Voice Commerce is a sector that works very well for routine tasks and impulses, relating to consumer purchases. For example, if someone is cooking and notices that their edible oil has run out, they can instruct Alexa or Google Assistant to add one to their shopping cart. Mainly considering that many applications already offer the service of delivery of items from supermarkets. For this reason, the sales and marketing departments have had to train in subjects such as Machine Learning and AI. At the same time, the approach to the design of the product and content pages has had to adapt much more to the search intention and not so much to the keyword, as well as in many other aspects inherent to the optimization of Voice Commerce.
This is made real by the fact that the written search in Google is different from the one carried out by the user with a virtual assistant, since when he speaks he can be much more specific and precise when expressing what he wants to find. So that you too can achieve it, we will talk about those optimizations and routines that can help you be part of that portion of e-commerce that take advantage of voice searches to sell and gain authority. Good practices for a Voice Commerce strategy Every segment or new aspect within the digital spectrum requires arduous research, training and new guidelines to generate the expected results, as we will discuss later. But now, we will give you recommendations to optimize your strategies and take advantage of the boom that Voice Commerce has. In SEO strategy Users in the United States use the voice assistant to buy at least one item a month, according to 2018 studies . That means, SEO voice search optimization is necessary if you want your site to fall into this category. Many experts agree that this optimization has a lot to do with the one already used for voice search and in general:Get a featured snippet Zero position for voice searches is more important than ever. Since, in this case, the assistants answer a single question according to the best result they find. They are not like the smartphone or the desktop, whose pages show up to 10 results. That is why for searches that contain a featured snippet this will be the result presented to the user. Reaching the zero position of Google with your virtual store can be achieved by doing the following actions:create super specific product descriptions, that have a lot of detail and are compatible with the way a user would describe them in their search;use long-tail keywords (more specific and with less search competition) in your content and pages, to reach the users most ready to make the purchase decision ;implement Schema Markup signals in the configuration of your pages to favor your chances of positioning your store in Google My Business, for example. Being positioned as the best answer for a keyword or search intent will increase your business and conversion chances.
Diversify the semantics of your content It is essential to understand the differences between voice search and those through keyboards. The voice search is characterized by being a more real interaction with the devices. A clear example is, when we write “latest movies near me” instead of “Where can I see can I watch movies around here?”. You need to treat this optimization as if it were a natural conversation. Taking special attention to searches based on questions, since most of the voice searches are done with this format. Answer questions directly The structure of the keywords should be focused around questions and answers. Therefore, it is important to add phrases to the content that answer these questions directly , to gain positioning and generate opportunities. Another key aspect is to have a Questions and Answers section within the blog or site. Since search engines tend to rely on it to respond to search intentions.
Encourage voice search in your ads On the other hand, sponsored link campaigns must be redefined, to incorporate the questions and long-tail keywords that we mentioned earlier. A good idea is to add them to the texts that are included in the ads and the display. Since, the presence of voice activation announcements is gaining ground, and it may be that in the future it will become normal. Think locally The data we have provided throughout the text shows that users are using voice search to find businesses located near them. This represents the dream for those physical store owners that have a good online presence. So, it is time to create materials based on Content Marketing strategies , and that directly impact consumers in a particular geographic area . Once you can impact the local market, it will be much easier to scale this force to national or global levels. Successful Voice Commerce Examples Now we will talk about 3 success stories of companies that took advantage of the nascent Voice Commerce to capitalize. Alexa for Business Amazon’s Alexa is, perhaps, who started this whole movement. Right now, in addition to occupying a privileged place in the market, it is being approached as a tool within the offices. All with the aim of helping companies to forge a path within Voice Commerce. And is that the Amazon Echo has sold more than 100 million devices around the world, and organizations want to take advantage of this opportunity.