New Study: Don’t wait to start building a voice first strategy

Our most recent study, Voice Commands: Current State October 2018, highlights a growing use of voice commands today and the potential for exponential growth.  Easier to use, higher quality voice experiences are essential to capturing market share, especially for industries that are currently being found through voice command. Developing higher quality voice experiences for consumers will be essential for companies to stay competitive in the next five years. Key Findings: Although voice command usage is still in the early days, voice commands are a critical part of the mobile experience.  Designing a mobile voice experience is important now. Entertainment, media and local businesses are the most likely to lose out if they don’t optimize for voice search and create compelling voice experiences in the short-term. Poor voice experiences, narrow use cases, privacy concerns, and limited IoT device ownership are limiting voice adoption. Fixes to these issues are likely to accelerate the usage of voice commands. Given existing high usage and the natural fit, opportunities exist for voice-first IoT devices at home, in the car, at work, and at school. Multicultural moms who are constantly online are the current power users of voice. They are more likely to use voice commands for more activities, across devices, and in different locations. Voice experiences that are consistent across devices will likely be important to meet their needs. Different audiences will require distinct voice experiences that take into considerations device preferences, locations, and use cases. http://www.sociallensresearch.com/wp-content/uploads/2018/10/Voice-Command-Research-Study.mp4   View the strategic implications here: In the next few weeks, we will be releasing industry-specific data with current trends and voice command usage examples. For more...

Voice Assistant Stats Every Marketer Should Know About

Here are a few stats all marketers should know about voice assistants as they evaluate how and when to include voice first tactics in their marketing strategy. Usage of voice assistant is widespread, with nearly 50% of Americans using voice assistants via smartphones, dedicated devices or other devices. Most usage is occurring on smartphones today. Only about 8% use voice commands via standalone devices. Source: Pew Usage of smart speakers is expected to grow exponentially as voice search grows. Voice searches are expected to be 50% of all searches by 2020.  Source: Comscore Smart speakers are used mostly to play music, ask a question or check the weather. Other top uses are set a timer/alarm, find a recipe and listen to news/radio. Source: VoiceBot.ai Amazon and Google Assistants control approximately 80% of the smart speaker market today. Amazon is the leader, with 40.7 million monthly users of Amazon Echo and about 60% of all smart speaker users. Google Home comes in second with 18 million users. Source: eMarketer Google has an accuracy advantage that will likely help it close the market share gap. The Google assistant is close to 5x more likely on average to know an answer than Alexa. Google’s superior accuracy is not surprising given its history of being a search engine. Google also wins on the smartest voice assistant on mobile over rivals Siri, Alexa, and Cortana. “Google obviously plugs into the Google search network, which has all the resources that Google has including all the history of search,” 360i Dentsu’s Calladine said. “It’s why Google has become the most popular desktop search engine. I think that’s the main advantage of...

Faced with budget constraints, multicultural audiences turn to mobile phones for better health

Public health marketers trying to reach multicultural audiences need to take a mobile-first approach. Multicultural audiences tend to have larger out-of-pocket health expenses, delay seeking help from medical professionals and are more apt to look to mobile devices to manage their health. Top implications for public health marketers trying to reach multicultural audiences include: Budget constraints need to be addressed and taken into consideration in order to help multicultural audiences make positive health choices, especially Hispanics. Hispanics (76%) and African Americans (67%) were more likely than whites (59%) to say that budget at least sometimes limited their ability to make healthy choices. Hispanics (67%) and African Americans (67%) were also more likely than whites (52%) to say they sometimes avoided seeking medical help because of the cost. Health educational campaigns need to be mobile-optimized to reach multicultural audiences. 94% of Hispanics and 93% of African American respondents reported using mobile phones to help achieve their health goals compared to 88% Whites. 58% have used their phones to research information about a health issue. Hispanics (59%) and African American (61%) were more likely to use their phone to find health information than whites (56%). Social media distribution, influencer outreach, and mobile apps are great opportunities for initial attainment and ongoing engagement with multicultural audiences Hispanics (44%) and African Americans (40%) were more likely than whites (32%) to follow health-related social accounts Hispanics (46%) and African Americans (45%) were more likely than whites (39%) to read a blog for health info. Health app usage is high across ethnic groups at 57%. Hispanics (61%) and African American (60%) over-index on the use...

The Power of Silent Videos: Mute To Reach Millennials

After abandoning reading for watching videos, viewers can barely be persuaded to stick around watch a video. In fact, average attention spans have sunk below those of a goldfish. What’s a marketer to do? Data is showing that videos designed for no sound can help. 85% of Facebook video views are silent (Digiday) 84% of millennials silence video ads (Wibbitz) Half the audience who routinely skip ads says they’ll give silent ads a try. And the more video people watch online the more tolerant they seem to become of ad viewing. (Wibbitz) The upside is there, given millennials are 112% more likely to share ads they like than other age groups (Unruly). But proceed with caution.  We aren’t saying muting is enough – producing a video that works well without the sound takes some thought and effort. Here are few ways to make your silent videos work: Movement and readable information within the video help make a video on mute work as illustrated by this clever jewelry ad by Kay Jewelry. Happy Holidays! Thank you for celebrating the last 100 years with us! Posted by Kay Jewelers on Friday, December 23, 2016 Hotels.com won a well deserved Shorty Award for silent ad combining their usual cheeky humor with silence. The #IAmAWitness anti-bullying video produced by the Ad Council shows how strong graphics and data work well in silent mode. Good captions are key and Facebook has made that easier with automated captioning. Great examples of autoplay and silent ads over at the Facebook video creative spotlight area and Hubspot. Share your favorite autoplay and silent videos in the...

Super Tuesday Social Media Results: The Voter Engagement Funnel Is Under Construction

Super Tuesday was as exciting as expected! Here is my take on the campaign’s social strategies, which builds off a piece I did yesterday for Portada and a MocoSpace Community Voter Engagement Study Lens released last Friday. My biggest takeaway from a social-marketing-lessons-learned perspective was on the Democrat side. Basically, what’s coming out of the Bernie Sanders camp is really interesting from a content perspective. The Bernie team has done an excellent job of using authentic and issues-based content to spark engagement and even get his community to create content for him. It’s an Obama-like movement aka “Yes We Can.” This has led to some messaging and content that really stands out and has helped Bernie Sanders build an engaged community and war chest of more than 40 million in donations just in February. Here’s a shout out to one of the best Spanish Latino-targeted campaign videos I’ve ever seen aimed at Mexican Americans. It was made by David E Rojas, part of an Austin, Texas collective of artists working to create videos for Bernie: But as Super Tuesday showed, Bernie Sanders doesn’t seem to have cracked the code on getting votes. One supporter summed it up perfectly, “you need to vote, not just say you are.” The “We got so many tweets, likes etc. But they bought zero, they didn’t sign up” is something every social marketer struggles with.  Translating social interests and engagement to conversion is hard and often takes some not as exciting, backroom tech and data activities: building up proprietary data on fans, continuous engagement/management of these contacts and giving your organization access to the data they can actually use. Here is...

Campaigns Miss Out With Multicultural Mobile Gamers

60% of multicultural gamers have had no recent contact from a campaign As 2016 heats up, mobile gamers are following the election and engaging with candidates via social media, despite being largely ignored by campaigns.   That’s a top finding in a MocoSpace Community Check-In conducted by Social Lens Research. The survey had 2,351 completes and was fielded last weekend, February 13 to 14 without an incentive. The respondents were 46% white, 31% African-American and 16% Hispanic. MocoSpace is a top mobile gaming community with more than 50 million users. This diverse community represents digital-first populations who live online, are eligible to vote and plan to vote in above average numbers.They are highly active on social media, and widely broadcast their views to their networks.  And they are a growing part of the electorate.  Gamers are expected to grow to close to 56% of all Americans in 2016, and mobile games are played weekly by half the likely voting population. A third of likely Democratic voters play daily.   Key Findings: Opportunity To Increase Engagement: MocoSpace Community members are watching the 2016 campaign carefully.  Seventy percent read campaign stories via social media at least occasionally, 31% frequently. But 60% have had no recent contact from a campaign. African Americans The Most Engaged: More voted last time [83%],  more are registered to vote now [87%], and African Americans are most engaged with the campaign on social media. And they are solidly for Hillary Clinton – 54% more likely than the general population. Hispanics Not As Engaged: Least likely to be registered, not as committed as African Americans to Democrats or Hillary Clinton....