Do You Think Voice Search Has To Do Anything With Customer Trust?

I am pretty sure that headlines such as misuse of data and consumer privacy concerns fall through your newsfeed every other week. As a result, people have become more auspicious about revealing their personal data. According to several researches, 70% around consumers strongly worry about how brands and tech companies collect and use their user data. Due to which poorly targeted advertising can tarnish and dilute brand images.

At present, we are witnessing a public push for greater data-tracking transparency. Well, in reality, consumers today don’t value transparency that much. In fact, they know that they are being marketed to and this is what makes them instantly suspicious and wary about. The misuse of data and overt advertising leveraging that data drive people’s perception of the risk up. Which eventually makes viewers less likely to engage with an ad and more likely to have a lesser opinion of your brand.

How Can Voice Search Help Regain Consumer Trust?

With people becoming more and more interacting with devices with their voices, choosing a conversational approach might work wonders or bring best to both worlds. What I mean is, user trust and brand safety can remain intact by combining the power of voice search and sponsored discovery. By simply using their voice search for new content to watch, consumers are actively asking the system for what they want as opposed to being fed potentially non-relevant recommendations. If the system leverage the user’s viewership history, third-party online activities or even the voice tone, a hyper-targeted, sponsored content recommendation, conversational aspect doesn’t even feel like they are being marketed to. It’s more like offering a natural way of communication. Just you ask for something and then get an informed recommendation at the moment, just like you would from a friend that knows you very well. And if everything is done correctly, it doesn’t feel intrusive at all- It simply feels like you’re getting exactly what you’re looking for.

More about Voice Recognition Technology

The technology handles advanced, natural language interactions- it offers content providers as well as marketers an unparalleled opportunity to target consumers with pinpoint accuracy. Moreover, it reserves user trust and brand safety well. Voice has the power to help brands and advertisers regain consumer trust by allowing marketers to target their desired audiences without them perceiving the effort as marketing.

If everything is done correctly- it doesn’t even seem like marketing- it’s a heads up from a trusted friend. Which means no violation of trust. The timely and subtle aspects of voice-powered content search can help bridge the consumer trust gap. It is now time for marketers to engage with consumers in the most natural way of all: conversation.

Nishtha Singh works as a Presales Manager with a software development company named TatvaSoft UK. She relishes writing about various technology trends, management and much more.