Alexa has the Most Marketing Potential, says SMB Marketers

Nearly half of small business marketers think Amazon Alexa has the most marketing potential over its competitors, according to a survey from Uberall. While 48% of the survey’s respondents chose Alexa as the voice assistant with the most marketing potential, Google Assistant came in at 29%.

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Most small business marketers surveyed saw value in voice marketing

The plurality of the SMB marketers surveyed don’t do anything with voice channels currently, although more than three-quarters of them believe that voice marketing is valuable. When asked what would make them invest in voice marketing, 53% of the survey’s respondents said they would need “better insight into campaign success and ROI“, with “more data for campaign targeting and personalization” coming in second at 47%.

“Understanding the ROI for interactive voice continues to be a challenge for marketers. In order for investments in voice to rise, the demand for and clarity of performance data will need to rise, as well. Once voice channels put accountability around those numbers, and SMBs can see that it works, we would expect rapid growth in this area,”

said Florian Huebner, co-founder of Uberall. If they were to invest in voice technology, 40% of SMB markets would want to develop their own content rather than outsource it to a creative agency or other third party business. “Developing interactive voice content in-house could allow SMBs to establish a level of close control that they might not have with third-party vendors,” the survey said. Once SMBs have become confident in interactive voice marketing, they are more likely to outsource content development.

Already, larger businesses have invested significantly in smart home platforms like Amazon Alexa with varying results. Last fall, Amazon announced a partnership with e-commerce company ShippingEasy to add Alexa into their supply chain operations in an effort to accelerate shipping times.  With Alexa, workers can print labels, purchase postage, and confirm balances hands-free.

Not all businesses have seen initial success with Alexa. WeWork, a co-working space company, had plans to integrate Amazon Alexa into 500 of its conference rooms. However, the pilot program ended after only two months. Many IT leaders have bigger priorities and fear cybersecurity breaches, explains Irwin Lazar, an analyst at Nemertes Research. Similarly to WeWork, NASA’s Jet Propulsion Laboratory and Mitsui & Co have both dropped their partnerships with Alexa. While Amazon Alexa has great potential for businesses, it is unclear what that effect will be.

Aliza Vigderman

Aliza Vigderman

Aliza is a journalist living in Brooklyn, New York. Throughout her career, her work has spanned many intersections within the tech industry. At SquareFoot, a New York-based real estate technology company, she wrote about the ways in which technology has changed the real estate industry, as well as the challenges that business owners face when they want to invest in property. At Degreed.com, an education technology website, Aliza created digital content for lifelong learners, exploring the ways in which technology has democratized education. Additionally, she has written articles for The Huffington Post as well as her own content on Medium, the online publishing platform. Aliza’s love of journalism and research stems from the excellent Journalism program at Brandeis University. At Brandeis, Aliza interned as a research assistant at the Schuster Institute for Investigative Journalism, a non-profit “news room without walls”. There, Aliza was paired with an investigative journalist and used academic databases to obtain data on everything from the suicide rates in Bhutan to local Boston court cases. Her last position was as an account executive at Yelp, educating business owners on the power of technology to increase revenue. Throughout, however, her heart remained with tech journalism, and she’s thrilled to be writing for Security Baron. When she’s not keeping afloat of the latest tech trends, Aliza likes to cook, read, and write. A former high school “Class Clown,” Aliza has completed two feature-length screenplays, a pilot, and countless comedic sketches. On her days off you can find her relaxing in Prospect Park, trying the latest flavors at Ample Hills Ice Cream, and spending time with friends and family.

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