This world-famous pizza chain used voice technology to boost online orders!

Friday: Collaborate and Innovate FROM THE DESK OF MILES EVERSON: Did you know that you can use voice to enhance user experience for your brand? New developments in voice recognition technology can make your business more accessible, and contribute to the achievement of your business goals. Keep reading to learn how Voice Recognition Technology can help keep your brand on top of the game. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

This world-famous pizza chain used voice technology to boost online orders! Voice recognition technology has been in development for the past few decades. What was once a system that struggled to understand simple phrases can now respond to basic questions and voice commands! It can now be used to conduct search queries on search engines and recognize a series of voice commands on various software and applications. Google is one of the first search engines to implement these voice recognition features, making it available on mobile and their Google Home devices. Technology companies like Apple and Amazon have also capitalized on this trend, creating their own voice recognition platforms Siri and Alexa, respectively. Brands have also looked into using voice recognition to expand their digital presence, using them to create new applications and become a part of their digital marketing. A recent example of a brand using this technology is pizza chain Domino’s in the US. In 2014, Domino’s launched their own voice recognition app called DOM. This application allows users to place their orders online and create their own custom pizza. To get farther on top of the pizza game, Domino’s heavily invested in creating this digital platform. All customers need to do is to give simple commands to find their favorite flavors and place their order. The best part? It’s a convenient and hassle-free experience! The application proved to be successful, boosting Domino’s digital presence and getting more people to order online. As of 2018, 65% of their sales in the United States are from customers using their digital platforms, which include their website and app! The success of the application led Domino’s to create a virtual assistant system that can automate orders made through phone calls. Customers can contact DOM, check the status of their orders, and track the delivery. Domino’s is a great example of how you can leverage voice recognition technology to help customers find and get what they need. While they created their own app for their services, you can optimize what your brand already has and make voice recognition work to your advantage! The best part is that the technology is easy to use for customers. All they have to do is to say a command or ask a question, and they can get the information and results instantly. Voice recognition technology can be used to optimize a brand’s online presence, which helps improve their SEO. Here are some of the benefits of utilizing voice recognition technology: A new way to find your brand! – Online search is one of the functions that you can perform using voice recognition. In fact, this is one of the most common uses of the technology. As of 2019, over 51% of people in the US use voice search to look for local businesses, while 58% use it to look for restaurants. This means that half of the people using voice recognition applications use it to search for different brands and establishments. You can capitalize on this by making your brand easier to search using voice. It is an effective tool to discover brands and content, and using this to your advantage can help your brand grow digitally. You can do this by: Using questions – i.e. “Where is the nearest Japanese restaurant?” Long-tail keywords – Keywords with two or more words i.e. “digital marketing company” Using conversational language In fact, your keywords and questions have the potential of appearing on the top of search results if you do it right! Hands-free – One of the advantages of using voice recognition is that you can use it hands-free! While written search is the classic approach, voice search gives users an easier way to find your products, services, and content. This saves more time, especially for people on the go, as they would no longer need to navigate through their phone and type. Dictating a phrase is usually easier than typing it. Versatility – Voice recognition software can be used and integrated into multiple devices like your smartphone, laptop, and tablet. This means you can access it almost anytime and anywhere. You can also use it to activate applications and functions remotely. This is beneficial for brands with dedicated applications, but this can also be used to look for your website or social media pages! For example, if you have an e-commerce website, you can optimize your voice commands and queries to allow your users to find and purchase items easier. While it’s still a type of technology that is continually being tested and improved, voice recognition has come a long way, becoming very useful and effective. It has massive potential to grow in the near future. Like technology, your brand has to evolve too. Using the latest technology to your advantage would do just that and would also keep you on top of the competition. Hope you’ve found this week’s insights interesting and helpful. Follow us on LinkedIn. Stay tuned for next Friday’s Collaborate and Innovate! Niche blogging helps setting up your brand’s authority, credibility, and reliability in the field. Learn more about how it can help you in establishing your brand’s competitive voice on next week’s Collaborate and Innovate!