Voice marketing trends expected to rule 2020 - Rubeena Singh
Guest Column: Rubeena Singh, CEO, iProspect, says voice marketing will provide the early movers an edge in their marketing efforts this year
Voice has become big in India. And yet voice-based applications are the most underrated in digital marketing. India is a very large market where bulk of the consumers speak in different languages and have varied literacy levels. Voice marketing has a long way to go and should definitely provide the early movers an edge to their marketing efforts in 2020. We recently launched iProspect Voice Assist (iVA) to help our clients stay updated on campaign performance real-time and help them make better decisions. While it is still early days, the initial feedback from clients has been very positive. We will continue to add more functionalities to this technology.
Integrated approach: It’s a highly digital and integrated world with business owners trying to succeed with their brands, products and services. They need to adopt similar digital and integrated strategies to make a real difference in this highly competitive new arena in 2020. Today consumers want integrated brand experiences, they want to explore different touch points before they decide to buy. Integrated marketing can help marketers understand customer behaviour, touch points and CLV far better and deliver better experiences to the customer and higher ROI on the marketing efforts.
Automation: Technology will add a lot of efficiency and streamline human resource allocation more so in the case of routine repeat tasks which are increasingly being done far more efficiently by using technology. Organisations will have to allocate human resources towards increasingly more complex tasks that require a judgement and estimate. HR departments will need to focus on upskilling human resources to manage this transition properly. At iProspect, we have already begun this journey having automated our reporting and alert systems using proprietary tools - iAnalyse and IProspect voice assistant. We are also focusing on upskilling our teams under the iLead programme.
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