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News And Views

News & Views

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  • 20 May 2019
  • Dominique King

Technology has given us a window into people’s homes – so what should we do about it?

Cynics will cry, “it’s just the radio”, but whether you love how technology is changing our daily lives or not, Artificial Intelligence (AI) is driving a resurgence of voice. 22% of UK households now have a smart speaker, according to EY’s latest Digital Home report, and nearly 50% of households plan to own one. This represents a huge new opportunity for reaching and engaging audiences. So, what now?

Voice controlled assistance such as Alexa, Siri and Cortana are now commonplace, and voice is now a common command. Asking for things and listening to things in places we didn’t before is new and exciting. On-demand news bulletins as we drink our morning coffee, podcasts on our commute, inspirational talks on our lunchbreak – technology has made that much easier than it was before.

We love podcasts. Six million of us listen to them in the UK on any given week. And why shouldn’t we love them?

Voice has long been one of the most powerful ways to communicate. It’s authentic. Intimate. Spoken words can change lives, influence on the deepest human level and make positive change. Reaching audiences with just the spoken word is our new frontier in communications and technology has given us a direct window into people’s homes.

Our earned media beating hearts will naturally think influence via traditional and digital media platforms. Now, we need to think voice as well, at the very start of any comms strategy and creativity. Delivering storytelling verbally is a different craft. Almost an old school craft. Open with a hook, be current, cultural, relevant and deliver it in a human way. Technology has sped everything up. Voice storytelling must be fast and effective. Will the audience be engaged within the first 20 seconds?

Contrary to some reports, podcasts are not necessarily easy because of that. They are simple and can be created very quickly, but the thought and insight needed to nail your audience touch points, excite and engage (hard without visual prompts) and measure influence, all needs careful consideration and structure. All lessons we learnt creating our first Monkey Say podcast at 3 Monkeys Zeno (and naturally the first edition was from the Tech Team).

Our podcast explores all of the above through the expert lens of IDG UK’s Editor, Scott Carey. Take a listen and let us know what you think!