Alejandro Betancourt, P&G’s Associate Brand Director/Brand Operations, Latin America, discussed this subject during a session at the 2017 Festival of Media Latin America, an event held by C Squared.
More specifically, he suggested that systems like Amazon Echo and Google Home – along with rival offerings from Microsoft and, in time, Apple – can assist brands in obtaining “mass-precision reach”.
What this means, he explained, is that such platforms could enable “large brands to reach a lot of people in a one-on-one relationship”, thanks in large part to the artificial-intelligence systems that power voice technologies.
“This is happening today, as much as we call it ‘the future’,” he said. (For more, read WARC’s in-depth report: How P&G Latin America finds new connections through voice-activated AI.)
“If we don’t get comfortable with the fundamentals, the future’s going to look pretty dark. It’s time for us marketers to ensure that we can deliver a superior consumer experience behind [the voice-activated devices].”
Betancourt broke down the main “pillars” informing P&G’s strategy in this area, highlighting factors like relevance, contextual understanding and localisation as important.
Another core area of focus involves “simplifying the path to purchase” through compelling experiences that also offer utility for device users.
“Think about the implications of not showing up first or second in the consideration set,” he challenged the FOMLA gathering. “We all really want simpler things. For some of us, going to the supermarket sometimes is a burden.
“We want a superior, better, more convenient way to shop and [artificial intelligence] is doing that. It’s creating a massive shortcut and serving you exactly what you need, even within two hours.”
The payoffs in terms of return on investment (ROI) could be significant: “Think about the beauty of delivering when it's most relevant,” Betancourt said.
“Your ROI goes up. And [when] you deliver a superior consumer experience, the brand also is getting some credit for that.”
Sourced from WARC