As a brand, you are interested in being present in this space to seek new ways of engagement and relationships with users.
But how can you develop an effective strategy for this channel?
It largely depends on factors such as your activity or the size of your company.
Very generally, there are two paths that could be taken, which are not mutually exclusive:
Create content specifically for smart speakers.
Working on positioning for searches through smart speakers .
We are going to talk about both options so that you can decide which one is best for you to invest your resources in or focus your strategies on.
What content is specific to smart speakers?
Advertising on smart speakers is currently an experimental and fairly restricted space.
The features of smart speakers would allow for the insertion of voice announcements, like those on the radio, that would last a few seconds and be broadcast when the speaker had finished answering a query or reading us the news.
It would be very easy for advertisers, but this is not possible at the moment, and that is the bad news.
The good news is that you can create branded content and there are already many brands that are doing it.
Let's focus on the most used smart speakers in Spain, which are Google Home and Amazon Alexa.
Both Alexa and Google offer brands the possibility of developing applications that expand the functionalities of their smart speakers.
These are Alexa's “ skills” and Google's “ Actions ,” which are to the smart speaker what apps are to the smartphone.
Here's a short video explaining how Google Actions work:
Youtube video thumbnail
It is not exactly promotional content, but rather branded conte philippines phone code nt, in a developing format with which the brand can experiment with new ways of connecting with the audience.
For example...
The first brand to develop a “Branded Skill” for Alexa was Uber, which made it possible for users to book rides using their voice and the Amazon assistant.
And behind Uber, many other brands have made use of this possibility, some in very creative ways .
For example, the well-known pet food brand Purina has developed a skill that answers questions about dog breeds.
Thanks to this skill, people who are thinking about incorporating a dog into their lives can find the most suitable breed for their circumstances and needs.
In this way, Purina fulfils a need of users potentially interested in its product, promoting itself in an indirect and non-invasive way.
Another example is the mineral water brand Bezoya, which provides users with a skill that calculates the amount of water you need to drink based on your sex and weight.
It also allows you to set reminders so you don't forget to drink water and reach the recommended daily amount.
Examples of brands that have created “ Google Actions ” include McDonald's and its action for ordering food, or Mundo Infantil, the most viewed online animation channel in Spanish on YouTube, which has created an action for singing as a family.
How can you use skills