• by Gregg Stewart , January 2, 2009

Voice search turns up the volume

With a mobile device in every hand, consumers now take the power for local search with them wherever they go. And as voice search technology becomes more sophisticated, and more search engines and directory-assistance players join the market, ad-supported free directory assistance or voice search will move to the fore.

The Kelsey Group predicts ad-sponsored directory assistance will grow from 270 million calls in 2007 to 2.1 billion calls in 2012. Brands like AMC Theaters, Earthlink, McDonald's and Miller Brewing have already successfully integrated directory-assistance campaigns with their overall marketing strategy.

Gone are the days when a directory-assistance call for a local listing required a business name. Voice search delivers results based on either a business name or a category and location: for example, pizza in Stonybrook, N.Y., or movie theaters in Rockville, Md. Users listen to a 10- to 15-second advertisement relevant to the business or vertical category requested, giving advertisers the opportunity to trump a competitor.

Despite advancements in usability, there's still one great area of challenge - building awareness. Some consumers aren't aware of free voice search or know which 800-number to dial, and associate calling information with directory-assistance charges. However, as Google and AT&T move into the market and promote their voice search services, awareness is increasing.

Ultimately, voice search is becoming an important tool for national brands for several reasons.

Voice search gives advertisers the ability to connect with consumers by phone when they are ready to make a purchase. When users choose to be connected to an advertiser following a voice search, they are directed to a person, increasing the chance of a sale. Additionally, mobile phone searchers are in an advanced phase of the buying cycle, when there is an immediate need for the product or service.

In a down economy, when marketing dollars are watched even more closely, voice search is a highly measurable pay-for-performance medium in which advertisers pay only for results. Advertisers pay a small fee when a consumer dials through to hear about the advertiser's products or services, or to receive a free coupon or other incentive. Instead of clicks delivered by paid search, a business pays for calls from customers who are ready to buy.

A main differentiator between voice search and mobile search is accessibility. Consumers are already familiar with directory assistance - it's as easy as operating their phone. There's a greater learning curve with other methods of mobile search.

That is not to say that we don't see mobile advertising as a growing opportunity for big brands; it just isn't as easy for consumers to access today. Mobile search is also limited to the various mobile platforms that exist on the wide variety of devices in the market, like iPhones, BlackBerrys, Treos and Nokia devices. Voice search, on the other hand, is a universal medium that can be used regardless of device brand.

Voice search gives advertisers the option to change creative often, adding flexibility to campaigns with highly targeted messaging. Insert incentive here and targeted promotion there - voice search advertising can be changed easily to complement campaigns.

Given the convenience for users and the flexibility offered to advertisers, voice search should be in any marketing mix. As with all new advertising media crowding onto center stage, the early brand adopters will ultimately be the winners.