Within the next five years, we'll probably be talking more to machines than humans.
Last year, 28 percent of people who had a voice-based device like Alexa or Google Assistant ordered an Uber with it, according to business consulting firm Capgemini. And that's just the beginning: Some forecasts show voice-based shopping growing to more than $40 billion by 2022 across the U.S. and U.K. Couple this with the power of social media, and the undeniable fact is that the (literal) voice of the consumer is more powerful than ever before.
Marketers are already seeing consumer behaviors change. Based on our proprietary research, 70 percent of the keywords used when searching with voice are different than those used with text, and people are 60 percent less likely to do a brand search using voice. For example, my 12-year-old daughter has been given the power to order chocolate once a week from Alexa. She either asks Alexa for chocolate or for M&Ms. If she doesn't name a brand, the algorithm helps her decide.
This changes the game for brands, and those of us who are stewards of brands. Yes, we have to learn how to market to an algorithm, but we also have to rethink how we market to consumers. In this new world, it isn't enough for brands to be top-of-mind—they must be talked about, mentioned proactively and demanded. This is what it means to be tip-of-tongue.
MediaCom conducted a custom study to determine what it takes to be a tip-of-tongue brand. By surveying 5,000 people and analyzing 444 million social conversations involving 90 brands, we gleaned three interesting insights.