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VOICE message: ID consumer needs to use voice-tech most profitably

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From left, XReachio President Vladimir Castillo, Xapp Media CEO Pat Higbie, and Voysis Vice President of design Brian Colcord participate in the High-Impact Consumer Brand Strategies panel discussion.
From left, XReachio President Vladimir Castillo, Xapp Media CEO Pat Higbie, and Voysis Vice President of design Brian Colcord participate in the High-Impact Consumer Brand Strategies panel discussion. - ()

Consumer brands and other businesses can gain a leg up by using voice technology – provided they work to understand their user communities.

That was the recurring theme during a breakout session at the VOICE Summit at the New Jersey Institute of Technology campus in Newark on Tuesday.

“Know your audience,” said Vladimir Castillo, president of voice-activation tools provider xReachio. “What are the [consumer] channels they prefer?”

Pat Higbie, CEO of interactive audio provider Xapp Media, noted Amazon – whose Alexa is a primary sponsor of the summit – markets the voice-command platform, Alexa for Business.

“You will see devices who are product experts,” Higbie said. “You have to focus on discoverability through using voice search. The only way to know if you are winning is by measuring.

Brian Colcord, design vice president at voice-platform developer Voysis, acknowledged a range of reactions to voice-tech tools and added, “A lot of companies are understanding quickly and failing fast.”

Bree Glaeser of marketing firm The Mars Agency, said consumers often embrace emerging tech more quickly than business.

“[But] we believe that the commerce opportunity will get bigger,” Glaeser said.

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David Hutter

David Hutter


David Hutter grew up in Darien, Conn., and covers higher education, transportation and manufacturing for NJBIZ. He can be reached at dhutter@njbiz.com.

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