Conversational Commerce Speaks a Disruptive Tone

6. March 2018.

Voice ordering via platforms like Amazon’s Alexa is changing the way that customers encounter a brand’s products. Voice ordering is becoming a significant disruptor for digital marketing.

Branding is a vital part of any company’s marketing strategy. Until recently, visual presence has been one of the largest, if not the largest, factors in a company’s brand — but Amazon Alexa and other voice assistants are drastically changing the ways consumers encounter products.

Graeme Pitkethly, chief financial officer of Unilever (owner of such brands as Dove, Lipton, and Axe) recently told the Wall Street Journal, “Of all the disruptions that are taking place in all the things technology is bringing into our space, voice is among the most disruptive.”

Companies spend big money on buying up shelf space in the stores of leading retailers, to ensure their products are at the forefront of a consumer’s shopping experience. Yet increasingly, customers are no longer putting themselves in front of physical products before purchasing them.

This kind of brand exposure has already been dwindling with the advent of online shopping. Rather than scanning rows of meticulously designed product containers and labels in a brick and mortar store, most user interaction with products is relegated to the span of a few hundred pixels. Even that is beginning to disappear, as more users are turning to voice ordering through the Amazon Alexa platform and its competitors, removing the visual aspect almost entirely from the shopping experience.

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