Leveraging Alexa: Learning to Tap the Passion for Smart Speakers

Edison39s Vice President of Strategy Tom Webster shared a powerful presentation of stats survey resultsamp160and video intercepts that illustrated the diversity of users of these voicecontrolled devices Millennials to multicultural amp160He wowed the event attendeesamp160and judging by social media posts a subsequentamp160webinaramp160garnered equal appreciation for the presentation by illustrating exactlyamp160howamp160smart these speakers have gotten and just how quickly we39ve become accustomed to their offeringsamp160Sign up for the next webinar covering the research hereAccording to Edison and Triton39s 2017 Infinite Dial released in March just 7 of US A12 own one but twothirdsamp160of that demo are aware of smart speakers like Amazon Echo products and Google Home amp160Bryan Moffett Chief Operating Officer of NPR39s sponsorship subsidiary National Public Media explained that they partnered with Edison on this research now because of a quotstrong suspicion that smart speakers were changing how consumers connect with audioquot amp160Those instincts were proven out by the data capturedamp160however the extent quotsurprised even usquot he saidquotWhile most people initially bought a smart speaker as a novelty or to listen to music they quickly find the device enables them to do much morequot Moffett explained quotPeople with smart speakers listen to more audio across the board music news audiobooks amp160They use the speakers to control their homes to manage their livesamp160and to help with their childrenquotIn fact 42 of owners say the smart speakers are quotessential to their everyday livesquot Essential amp160And 65 quotwouldn39t want to go back to a life without onequot amp160They use them for everything from timers to translations shopping to just plain companionship with their twoway sensibility amp160The significant level of passion for these new pet speakers paves the way for brands to have a different relationship with consumers amp160Webster noted that quotAdvertising models are going to have to adapt and adapt quickly to the American consumer39s increasing willingness to curate their own media mix and avoidance of traditional advertising messagesquot and this so far more tolerable form of interruptive advertising may be one path to successquotNPR has a long history of helping brands find a calm informativeamp160and respectful voice with consumersquot said NPR Chief Marketing Officeramp160Meg Goldthwaite amp160quotThat experience translates beautifully to smart speakers where we consumers are a breath away from silencing content we don39t like amp160It will be more critical than ever for brands to find the appropriate tone as they enter this new spacequotIt39s that perspective which has driven NPR to not just be ubiquitous across all possible platforms with their content and subsequent sponsorship offerings but to be bona fide experts in all things audio amp160Why did NPR invest in this research amp160Tom Hjelm NPR Chief Digital Officer said quotThe smart speaker space is on fire and yet it39s still nascent amp160Because we39re so bullish on its future and confident in the place that public radio will have there we39re hungry to understand its growing audience who they are why they are using itamp160and howquotHjelm emblematic of those passionate smart speaker fans himself went on to explain quotFew recent innovations in technology are better suited to what NPR and public radio have been doing for generations amp160Our ability to produce and craft audio that informs engages inspires and entertains whether through shortform news updates or longform narrative makes us an ideal content partner to these new platforms amp160The conversational mode of voice activation maps directly to the intimate callandresponse nature of the programming that we and our member stations deliver every day amp160Remember the voices of NPR are not just conveyers of contentamp160they are audio companions who connect with our listeners through the course of their daily lives at home in the car everywhere amp160In addition to our content we39ve spent years actively exploring new forms of audio discovery and delivery through new products and platforms amp160We see the smart speaker as the next inevitable step in this journey of innovation amp160We are thrilled and fascinated by the possibilities of this exploding space and every piece of research shows that our audiences are tooquotHjelm described how NPR might apply their findingsamp160amp160quotAs with any new platform exploring the opportunities of voice activation requires us to think in new ways across a range of disciplinesquot he said amp160quotThe data from this research are informing how we program and produce content how we market ourselves and our partners and certainly how the smart speaker connects to our broader ecosystem of touchpoints with the audience with our apps and websites with other connected devicesamp160and with the radio itself amp160It39s a transformative opportunity and that requires us to adapt tooquotOne of the fascinating though possibly unintended consequences of instant voicebased purchasing on Amazon for example is the impact on consumers39 brand affinity amp160The opportunity to scan for appealing labels or swaying brand statements is giving way to empowering Alexa to pick and choose for the shopper amp160That in turn should inspire more marketers to quotspeak upquot with brandspecific reminders in smart speaker contentHow will it all turn out amp160Might have to ask AlexaClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Leveraging Alexa: Learning to Tap the Passion for Smart Speakers

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E.B. Moss

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Leveraging Alexa: Learning to Tap the Passion for Smart Speakers

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