Dynamic Marketing Communiqué

This world-famous pizza chain used voice technology to boost online orders! [Every Thursday: FYO!]

April 16, 2020

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.

About The Dynamic Marketing Communiqué’s
Thursdays: FYO! Find You Optimization

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
Powered by Valens Research

View All

You don’t have access to the Valens Research Premium Application.

To get access to our best content including the highly regarded Conviction Long List and Market Phase Cycle macro newsletter, please contact our Client Relations Team at 630-841-0683 or email client.relations@valens-research.com.

Please fill out the fields below so that our client relations team can contact you

Or contact our Client Relationship Team at 630-841-0683