Introduction to Amazon Alexa
Amazon Alexa, also termed as Alexa, is a computer-generated assistant AI technology established by Amazon, initially used in the Amazon Echo smart speakers developed by Amazon Lab126. It is proficient in voice interaction, setting alarms, streaming podcasts, playing audiobooks, music playback, making to-do lists, and delivering weather, traffic, sports, and other present information, such as news. Alexa can also regulate numerous smart devices using itself as a home automation system. Users can extend the Alexa capabilities by installing”skills”.
There are many devices related with Alexa that allow users to trigger the device using a wake-word (such as Alexa or Amazon), whereas other devices including Amazon mobile app on iOS or Android and Amazon Dash Wand needs the user to press a button to trigger Alexa’s listening mode. However, some phones also allow a user to give a command, such as “Alexa” or “Alexa wake”. Presently, interaction and communication with Alexa are present only in English, Italian, Spanish, Portuguese, German, French, Japanese, and Hindi. In Canada, Alexa is present in English and French
What can Alexa do?
Alexa has been used recently as an advertising platform by Amazon. The platform of Alexa is used by many brands due to its branded skills that allow the users to access useful content or place orders. Alexa asks for the specific skills for uses when asked, there is a possibility that it goes to Google route and offers the targeted advertising. However, no matter what the case is, the certain thing is that Alexa is transforming the relationship between businesses and consumers.
Alexa shapes the ad in such a way that brand loyalty is awakened and consumer allegiance goes to artificial intelligence platform instead. In such a case, platforms wield a great deal of the power of who has and who has not seen the ad. This makes the Amazon Echo strategy a highly important thing to consider in the future. It is similar to Google’s rise to prompt business to invest in search engine optimization in order to maintain visibility. The recommendation engine of Alexaprivileges higher quality skills so that the business can work right away to establish themselves on the platforms with an Amazon Echo advertising strategy based on the production of high-quality voice content for the platform.
Amazon – Content Strategy and Targeted Advertising
There are two methods to provide the content through Alexa platform. The first method is to publish a skill and the second way is to rely on search optimization for voice. When it came to offering a skill related to Amazon, they brought up the content in which the interaction was made with the product by people. One of the big effects Alexa has had on advertising is privileging the search snippet. Snippets are the boxes that could be found at the top of the SERP and they respond to the questions asked by the people. On voice platforms, it softens the response that users receive when they ask the question. Hence, proper search engine optimization for voice is the main key and Amazon did it perfectly in its Alexa ad. The way to optimize the content for the amazon Echo advertising strategy is to adopt the right question and answer approach in titles and then answer the question clearly towards the top of the page. He answers should be supported by the heading tags which renders as lists in the search snippets.
The CEO of Amazon, Jeff Bezos, has recently been building a more public profile over the past few years alongside the Amazon’s amazing growth. However, he never had much of a role in the company’s consumer face marketing. But, his appearance in the Amazon Echo advertising during the super bowl event was watched by millions on the game day and generated a huge buzz online. This shows a significant shift in Alexa’s branding strategy while it faced a significant competitive threat from the Google Home. The appearance of Bezos in advertisement positioned the company as a more personal and relatable despite the fact that Jeff became the wealthiest person in entire history with the estimated worth of $105 billion.
The first time Alexa was aired was during the super bowl couple of years ago in which the starring team included Baldwin, Dan Marino, Jason Schwartzman and Missy Elliot. The teaser was aired early in 2018 via a digital video. The premise of the advertising was that Alexa has lost her voice and there was suspense on what might replace her. This piqued the interest of the audience who were curious to know if there are any significant updates or changes coming in the digital assistant this year.
Generation of this kind of discussion helped Amazon in sustaining the moment in the voice space. Voice space is new for Amazon and it is an early market leader who could have lost the foothold to Apple or Google if smart marketing or innovation was not made. Research shows that Alexa ad will have a long-term impact and will assist the company in maintaining its leadership position in voice space. Further, it is also suggested that Super Bowl ad can give amazon benefits such as social media engagement and a significant increase in sales.
What can you ask Alexa?
There is a number of things that can be asked to Alexa to do. Assistances in the Alexa app allows you to customize your Echo device with capabilities that can befit the preferences of the user. There are numerous skill categories within the Skills part of the app, that incorporates connected car, food &drink, travel &transportation, music & audio, smart home, and many more. To get initiated, it is required to tap Enable Skill when one has discovered what is suited – or can ask Alexa to provide assistances via voice. Sometimes, the user is required to link to a present account or separate subscription for practice the service. For instance, in order to use Uber with Alexa, the user will need to have signed into the Uber account within the Skills segment of the Alexa app.