Why 2021 will be the year you must have a conversation strategy

by | Dec 1, 2020 | Thought Leadership

Voice technology can no longer be a small part of your innovation strategy

The effects of both the global pandemic and the international recession will linger for years. Country’s leaders are changing. Some nations are leaving unions.

To try and carve out money when things feel tighter than ever, when the scrutiny is higher than ever, when we’re all feeling more contested than ever, is difficult.

That’s without having to consider moving funds towards something that may feel untested or untried. Things are pretty tough for anyone leading an innovation team.

As I dictate this blog post walking through the fields in Blackheath, reflecting on some of the trends that we’ve seen in 2020, I have to tell you now that voice and conversation has to be at the heart – not the fringes – of your strategy for 2021.

Why is that?

“Voice and conversation has to be at the heart – not the fringes – of your strategy for 2021.”

People are adopting conversational and voice technologies like never before

Our Voice Commerce Report 2020 revealed surprising attitudes, behaviour and adoptions across a range of devices and industries.

People are using their smartphones, voice first devices, custom assistants and wearables to ask for information, learn about products, and purchase items or experiences. Voice has shifted from a desire to an expectation.

The pandemic has only encouraged uptake of voice, with both organisations and individuals buying devices. Keeping communication and open is key for revenue; keeping conversations viable is key for family connection. 

Brands and businesses continue to influence our everyday lives

We’ve seen shopping trends balloon out. As a result of growing competition and the shift to digital-first retail, consumers are no longer offered a few deals just on Black Friday and Cyber Monday, but shown countless offers for weeks before and after.

Many of us are beginning to make purchases with our voices through devices at home, or on the move.

So as we look towards 2021, there’s a reason why conversation has to become central to the way in which we get business done: because we need a more human way of connecting with one another.

JP's header imager, black and red Vixen Labs graphics, and a quote: "We need new ways of navigating the internet and the world around us."

We can all see a brighter future ahead

We’ve seen 2020 be not only a year of us coming together, but also a year of deep division and disconnection.

The Black Lives Matter movement and surrounding tension has shown there is still much to be done to rejoin our communities and tackle racial injustice. The work continues.

Technology addiction is rising, and suicide spiking – particularly in young men – as social media continues to be a negative force. The campaigning continues.

We all want ways to get more things done, more quickly, more efficiently – while simultaneously staying away from productivity porn or toxic positivity. The progress continues.

Conversation is the one thing that keeps us connected, as humans.

If we truly want to take action – and to do so with passion and clarity and respect – we need new ways of navigating the internet and the world around us.

It’s time to make your strategy conversational

So as you look to 2021 and assess your innovation strategy, consider conversation. Consider its power. And know it deserves more than to be a forgotten part of innovation.

In the years ahead we will see even more examples of voice linking brands with consumers, driving helpful behaviour, informing political discussions and, hopefully, helping us all feel better.

Voice will empower us to be more aware of what we choose to put into our lives, and what we choose to pull out of our purses.

Let’s think about how we use 2021 as a time to change the way in which we do things – and not just because we have an innovation agenda, but because without it, we won’t get anywhere.

“Voice will empower us to be more aware of what we choose to put into our lives, and what we choose to pull out of our purses.”

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