“You have to give people a reason to come back”

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In the same AdWeek article , Greg Hedges, VP of Immersive Experiences at the North American digital marketing consultancy Rain, states that it is not about the logic of “build the solution and users will come”. “You need approaches that generate awareness, that draw attention to your communication; and you need to give people a reason to come back”, adds the executive.

Hedges knows what he’s talking about. Rain thailand mobile database developed a number of voice search actions, including a highly successful one for soup brand Campbell’s that involved Amazon’s Alexa. “Alexa, ask Campbell’s Kitchen to teach me how to make chicken soup,” the user was asked to say.

If he simply asked “Alexa, teach me how to make chicken soup,” on the other hand, the device would suggest a recipe from Allrecipes.com.

A more complex issue is voice commerce. Some of Alexa’s features allow you to add products to your Amazon shopping list. For example, the “Good Housekeeping” feature can teach you how to remove tarnish from silverware — and will ask you if you want to add a product to your list.