Finding your brand’s voice search strategy

Matthew Schwartz

Virtual assistants are still in their infancy, but brands in the US should start to experiment now to make sure they are heard.

Reach out to REI and you can find out how to rent a tent. Summon Starbucks, and you can order up a decaf soy latte. Shout out to UPS, and you can track a package or check your balance. These are just a few examples of how brands are providing services using voice-based applications that piggy-back on "virtual assistants" like Amazon's Alexa, Google's Assistant, and Apple's Siri.

These "intelligent agents" – which rely on voice interactions – are gaining ground as a means for consumers to interact with the internet. Measurement and analytics company comScore estimates that as of March...

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