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Why Marketers Need to Pay Attention to Alexa Skills

As a marketer, you can’t ignore the growing prevalence of consumers’ use of voice search. In the second quarter of 2018, global smart speaker sales grew by 187 percent with the purchase of 17 million voice technology devices.
The Growing Prominence of Voice Search
The significant growth in the number of consumers purchasing voice-enabled speakers is an indication that voice will soon become the preferred manner in which online searches are performed. Of the people that own a smart speaker, currently 40 percent of them perform at least one voice search each day. By 2020, 50 percent of searches are expected to be made using voice technology assistants.

While there are many players in the smart speaker arena, Amazon dominates this space with 61.9 percent of the marketshare as of June 2018. The Amazon Alexa speaker has practically become a household name, and its prominent position in the smart speaker market can be tied to the company being one of the first to bring an affordable smart speaker to the market. The Amazon Echo Dot smart speaker can be purchased for as low as $29.99. However, Google is a contender that is giving Amazon a run for its money with its Home Mini smart speaker, which is being sold for $49.99. Google is starting to take away from Amazon’s strong position in the smart speaker market as more Google voice-enabled speakers were sold in the second quarter of 2018 than Amazon smart speakers.

Alexa Skills Present Brands With a Huge Opportunity to Be Market Leaders
The diverse offering of Alexa Skills is certainly something else that gives Amazon a competitive position in the smart speaker market. As of September 2018, there are more than 50,000 Amazon Alexa Skills worldwide that have been created by more than 3,500 brands.

Something else that should be noted is the growing number of Alexa skill compatible devices. As of 2018, there are more than 20,000 smart devices that are compatible with Alexa. Some of the leading Alexa-compatible gear include Lifx Smart Light Bulbs, Kasa Smart WiFi Plugs, and the Nest Cam Indoor Camera.

With all of this being said, brands that want to gain a competitive edge in the market must pay attention to Alexa skills and find opportunities to create and use skills to position themselves as leaders in the growing field of voice search.

Examples of Brands Already Embracing Alexa Skills
Here are a few examples of brands that are already using Amazon skills to capitalize on voice search to increase sales and demonstrate that they are in-tune with the needs of their target audience:

Most consumers can relate to the challenge of trying to eliminate a bad stain as quickly as possible. Understanding this, Tide created an Alexa stain remover skill that offers consumers step-by-step instructions with how to remove more than 200 stains. Being able to use your voice to ask Alexa how to remove the stain rather than type it into a search engine comes in handy when you are feverishly using your hands to try to remove a stain.

Recipes are some of the most popular Alexa inquiries, and Campbell’s has tapped into this with Campbell’s Kitchen Alexa skill. Consumers can use this skill to develop shopping lists and prepare dinners step-by-step using Campbell’s products. Brilliant, right?

If consumers want to impress their guests with their cocktail making skills, they can take advantage of the Ask Patron Alexa skill to find cocktail recipes, learn bartending tips, and even hear some fun facts about Patron liquor that will make good party conversation. The skill can even tell you how to make drink concoctions with the ingredients that you have on hand.

More than 50 million people in the United States have some form of allergy, and environmental factors such as pollen are some of the most common allergies. Zyrtec has tapped into this by creating the Daily AllergyCast skill, which is similar to a weather forecast and provides additional information that is relevant to allergy sufferers. The skill even personalizes the experience for users by offering an Allergy Impact Score, which tells the user how he or she will personally be impacted by allergens in the air, which indirectly signals to the user when it’s time to reach for the allergy medicine (such as Zyrtec).

This dog food company created the Ask Purina skill to help dog owners learn as much about their pups as possible. Users can ask about which dog breeds are best for kids or the types of dogs that people should consider if they have allergies. Purina is using this skill to demonstrate that they are the authority when it comes to dogs.

These are just a few examples of the many brands that are already embracing Alexa skills to increase visibility and gain a competitive edge in the market.

How Can New York Ave Help You Capitalize On Voice Technology?
Are you thinking outside the box with your own branding strategy? Are you interested in learning more about creative solutions to capitalize on the growing prominence of voice technology in the marketing space? We can help.

At New York Ave, we are a creative-first digital marketing agency. Contact us to learn how we can help you enhance the way that you tell your brand’s story to best appeal to your target audience.

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