Zusammenfassung
A“Hey, Alexa!”, “Ok, Google!” – Commands like these already underline the immense impact of the Smart Home industry on consumers’ minds and business marketing activities. A Smart Home provides several benefits and improvements to the life of consumers – especially from a convenience point of view. In terms of business perspective, Smart Home products including Smart Speakers pose serious challenges for marketers as it is primarily Smart Homes change the entire customer journey. Secondly, Smart Speakers significantly shorten the customer journey. At the same time, together with the rise of Smart Speakers, audio branding and voice profiling have become progressively important. As a result, in order to remain competitive in upcoming eras businesses are forced to reconsider their advertising activities. Smart Speaker providers already integrate ads into music streaming as well as into news sections. Purchasing is aided through socalled proprietary ‘skills’ or ‘actions’. In order to market Smart Home devices more effectively, brands will be dependent on Amazons’ sheer abundancy of products as well as on Google’s advertising power. This article presents an assessment of the positive and negative aspects of the current Smart Home market. Furthermore, information on the development of the Smart Home market and where it is to be located within the marketing mix is provided. Lastly, the paper gives a future outlook of Smart Home development and prospects.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Literatur
All Amazon Shareholder Letters (2019). Amazon.com. https://drive.google.com/file/d/1SpgDsIpC_cAS0O4cBz4Sb_GJcEIBhUtA/view. Retrieved: 19.06.2019.
Amazon (2019). Departments. https://www.amazon.com/gp/site-directory. Retrieved: 19.06.2019.
Amazon Services Seller Forums (2016). Amazon Choice. https://sellercentral.amazon.com/forums/t/amazon-choice/199884. Retrieved: 19.06.2019.
AMZ Blog (2018). How Amazon’s Alexa Chooses Which Products to Buy. https://amzadvisers.com/amazons-alexa-chooses-products-buy/. Retrieved: 19.06.2019.
Annual Report Amazon (2018). 2018 Amazon Annual Report. http://www.annualreports.com/HostedData/AnnualReports/PDF/NASDAQ_AMZN_2018.pdf. Retrieved: 19.06.2019.
Annual Report Google (2018). Alphabet Inc. https://abc.xyz/investor/static/pdf/20171231_alphabet_10K.pdf?cache=7ac82f7. Retrieved: 19.06.2019.
Betters, Elyse (2017). Google Home Express shopping: How to find and buy items using just your voice. https://www.pocket-lint.com/smart-home/news/google/140284-google-home-express-shopping-how-to-find-and-buy-items-using-just-your-voice. Retrieved: 19.06.2019.
Bonnington, Christina (2018). What It Would Mean for Amazon to Bring Ads to Alexa. https://slate.com/technology/2018/01/amazon-echo-getting-ads-as-company-findspromotional-partners-for-alexa.html. Retrieved: 19.06.2019.
Bott, Georgina (2019). Was ist Voice Marketing und welche Chancen bietet es im B2B? https://www.marconomy.de/was-ist-voice-marketing-und-welche-chancen-bietet-esim-b2b-a-833680/. Retrieved: 02.07.2019.
Bowman, Jeremy (2018). Alphabet Opens Up Another Front Against Amazon. https://www.fool.com/investing/2018/03/24/alphabet-opens-up-another-front-against-amazon.aspx. Retrieved: 19.06.2019.
Branca, Joseph & Ablondi, Bill & Mercer, David (2017). Strategy Analytics. New Customer Segmentation Improves Smart Home Marketing Strategies in Western Europe. https://www.strategyanalytics.com/strategy-analytics/news/strategy-analyticspress-releases/strategy-analytics-press-release/2017/04/12/strategy-analytics-newcustomer-segmentation-improves-smart-home-marketing-strategies-in-westerneurope?slid=886257&spg=1. Retrieved: 06.08.2019.
Buckley, Danielle (2019). New types of answers from your Google Assistant on Android. https://www.blog.google/products/assistant/new-types-of-answers-your-googleassistant-on-android/. Retrieved: 19.06.2019.
BVDW (2018). Wie smart ist das Recht im Smart Home? https://www.bvdw.org/fileadmin/bvdw/upload/publikationen/RZ_BVDW_LF_Recht_im_SmartHome_web_20180611.pdf. Retrieved: 19.06.2019.
Byager, Laura (2018). Google Home teams up with UK retailer for voice shopping service. https://mashable.com/article/google-home-argos-voice-shopping/?europe=true. Retrieved: 19.06.2019.
Chao, Chu (2019). Siri, what are the legal aspects of Voice Commerce?. https://www.chaolegal.nl/en/legal-aspects-voice-commerce/. Retrieved: 19.06.2019.
Charlton, Alistair (2018). Voice shopping with Amazon Alexa and Google Assistant: Everything you need to know. https://www.gearbrain.com/voice-shopping-withalexa-explained-2534870941.html. Retrieved: 06/19/2019.
Chen, James (2018). Smart Home. https://www.investopedia.com/terms/s/smart-home.asp. Retrieved: 19.06.2019.
Cowling, Michael (2018). Smart speakers could be the tipping point for home automation. http://theconversation.com/smart-speakers-could-be-the-tipping-point-for-homeautomation-90308. Retrieved: 02.07.2019.
Creswell, Julie (2018). How Amazon Steers Shoppers to Its Own Products. https://www.nytimes.com/2018/06/23/business/amazon-the-brand-buster.html. Retrieved: 19.06.2019.
Cuofano, Gennaro (2018). How Amazon Makes Money: Amazon Business Model in a Nutshell.https://fourweekmba.com/amazon-business-model/. Retrieved: 19.06.2019.
Dellinger, AJ (2018). One in 10 Smart Home device owners report unresolved technical problems. https://www.digitaltrends.com/home/one-in-ten-smart-home-devies-haveunresolved-technical-errors/. Retrieved: 19.06.2019.
Deloitte (2018). Smart Home Consumer Survey 2018 – Ausgewählte Ergebnisse für den deutschen Markt. https://www2.deloitte.com/content/dam/Deloitte/de/Documents/technology-media-telecommunications/Deloitte_TMT_Smart_Home_Studie_18.pdf. Retrieved: 19.06.2019.
Einführungsgesetz BGB (2016). Art. 246 Informationspflichten beim Verbrauchervertrag. https://dejure.org/gesetze/EGBGB/246.html. Retrieved: 19.06.2019.
Gilliland, Nikki (2018). How will voice technology change consumer behaviour?.https://econsultancy.com/how-will-voice-technology-change-consumer-behaviour/ .Retrieved: 19.06.2019.
Gillner, Susanne (2018). Google bringt neues Programm “Shopping Actions”. https://www.internetworld.de/e-commerce/google/google-bringt-neues-programm-shoppingactions-1523938.html. Retrieved: 19.06.2019.
Google Express Help (2019). The stores on our site. https://support.google.com/express/answer/4562192. Retrieved: 19.06.2019.
Hodgson, Stewart (2018). Your guide to sonic branding: A sound strategy for business growth. https://fabrikbrands.com/guide-to-sonic-branding/. Retrieved: 07/14/2019.
Huber, Andreas (2016). Marketing. München: Vahlen.
Hue, Alexis (2019). BMW Advertisements in France Reach Amazon Echo and Google Home Users When They Ask for the News. https://voicebot.ai/2019/03/29/bmwadvertisements-in-france-reach-amazon-echo-and-google-home-users-when-theyask-for-the-news/. Retrieved: 19.06.2019.
Jakobi, Timo & Ogonowski, Corinna & Castelli, Nico & Stevens, Gunnar & Wulf, Volker (2016). Smart Home Experience Journey. Über den Einsatz und die Wahrnehmung von Smart Home-Technologien im Alltag. In: Büllingen, Franz, Mittelstand Digital. https://connected-living.org/content/4-information/4-downloads/4-studien/8-wissenschaft-trifft-praxis-neue-formen-des-home-experience-design-juli-2016-quellemittelstand-digital/wissenschaft-trifft-praxis_neue-formen-des-home-experiencedesigns.pdf#page=14. Retrieved: 06.08.2019.
Johnson, Robyn (2017). The Complete Guide to Amazon Alexa SEO. In: Search Engine Journal. https://www.searchenginejournal.com/complete-guide-amazon-alexa-seo/185383/#close. Retrieved: 19.06.2019.
Köck, Johannes (2017). Sound Branding for JOSEPHS. Brand Sounds and Sound Creation. München: GRIN.
Lecinski, Jim (2011). ZMOT – Winning the Zero Moment of Truth. In: Google Inc. https://www.thinkwithgoogle.com/marketing-resources/micro-moments/2011-winningzmot-ebook/. Retrieved: 19.06.2019.
Lewanczik, Niklas (2019). Konkurrenz für Spotify? Amazon plant kostenloses Musik-Streaming mit Ads. https://onlinemarketing.de/news/konkurrenz-spotify-amazonplant-kostenloses-musik-streaming-ads. Retrieved: 19.06.2019.
Malik, Daniyal (2019). How Popular is Voice Search in 2019?. https://www.digitalinformationworld.com/2019/03/mobile-voice-usage-trends.html. Retrieved: 19.06.2019.
Marketingmag (2018). Brain trust: will voice marketing open a well of untapped consumer engagement? https://www.marketingmag.com.au/hubs-c/brain-trust-voice-engagement-av18/. Retrieved: 19.06.2019.
Martin, Taylor & Dyson, Tauren & Priest, David (2019). The complete list of Google Home commands so far. https://www.cnet.com/how-to/google-home-complete-listof-commands-so-far/. Retrieved: 19.06.2019.
Matthews, Kayla (2018). How Smart Homes Can Help Improve Quality of Life. https://digitized.house/smart-homes-quality-of-life/. Retrieved: 19.06.2019.
Minsky, Laurence & Fahey, Colleen (2017). Audio Branding – Using sound to build your brand. New York: Kogan Page.
Ngo, Dong (2017). Google Home now serving up ads in your daily briefing. https://www.cnet.com/news/google-home-informs-users-that-beauty-and-the-beast-opens-intheaters-without-being-asked/. Retrieved: 19.06.2019.
Noda, Kenichiro (2017). Google Home: smart speaker as environmental control unit. In: Disability and Rehabilitation, Assistive Technology, Vol: 13 (7), pp. 674–675.
Nufer, Gerd & Hirt, Rainer (2011). Audio Branding meets Ambush Marketing. https://www.esb-businessschool.de/fileadmin/user_upload/Fakultaet_ESB/Forschung/Publikationen/Diskussionsbeitraege_zu_Marketing_Management/12_2011_Reutlinger_Diskussionsbeitrag_2011_-_12.pdf. Retrieved: 14.07.2019.
Oakley, Denis (2018). What is Amazon’s Business Model? https://www.denis-oakley.com/2018/09/13/amazons-business-model-canvas/. Retrieved: 19.06.2019.
Osterwalder, Alexander & Pigneur, Yves (2010). Business Model Generation – A Handbook for Visionaries, Game Changers, and Challengers. Hoboken: John Wiley & Sons.
Page, Rosalyn (2019). Report: Smart home tech part-help, part-hindrance. https://www.cmo.com.au/article/663854/report-smart-home-tech-part-help-part-hindrance/. Retrieved: 14.07.2019.
PCMAG (2018). How Many Alexa Skills Do You Use? https://uk.pcmag.com/why-axis/95245/how-many-alexa-skills-do-you-use. Retrieved: 19.06.2019.
Pellikan, Leif (2018). Großer Beratungsbedarf für Voice Marketing. https://www.wuv.de/agenturen/grosser_beratungsbedarf_fuer_voice_marketing. Retrieved: 02.07.2019.
Perez, Sarah (2017). Amazon’s new Alexa developer policy now bans all ads except in music and flash briefings. https://techcrunch.com/2017/04/20/amazons-new-alexadeveloper-policy-now-bans-all-ads-except-in-music-and-flash-briefings/?guccounter=1&guce_referrer_us=aHR0cHM6Ly9zbGF0ZS5jb20vdGVjaG5vbG9neS8yMDE4LzAxL2FtYXpvbi1lY2hvLWdldHRpbmctYWRzLWFzLWNvbXBhbnktZmluZHMtcHJvbW90aW9uYWwtcGFydG5lcnMtZm9yLWFsZXhhLmh0bWw&guce_referrer_cs=ateCTtkCOWrtRqZEBOvUwQ. Retrieved: 19.06.2019.
PwC (2017). Smart Home, seamless life – Unlocking a culture of convenience. https://www.pwc.fr/fr/assets/files/pdf/2017/01/pwc-consumer-intelligence-series-iot-connected-home.pdf. Retrieved: 19.06.2019.
Richards, Katie (2019). Sonic Branding Continues to Gain Popularity as Mastercard Launches Its Own Sound. https://www.adweek.com/brand-marketing/sonic-brandingcontinues-to-gain-popularity-as-mastercard-launches-its-own-sound/. Retrieved: 14.07.2019.
Rouse, Margaret (2018). Definition Smart Home or building (home automation or domotics). https://internetofthingsagenda.techtarget.com/definition/smart-home-or-building. Retrieved: 19.06.2019.
Santoro, Nicole (2018). Sell with Voice: Google Shopping Actions and Google Assistant. https://www.godatafeed.com/blog/sell-with-voice-google-shopping-actions-andgoogle-assistant. Retrieved: 19.06.2019.
Schaverien, Anna (2018). Five Reasons Why Amazon Is Moving Into Bricks-And-Mortar Retail. https://www.forbes.com/sites/annaschaverien/2018/12/29/amazon-online-offline-store-retail/#345cee3d5128. Retrieved: 19.06.2019.
Schwab, Irmela (2019). Voice Marketing: Die Renaissance des Brandings. https://xeit.ch/app/uploads/2019/05/Werbewoche-Voice-Marketing-Die-Renaissance-des-Brandings.pdf. Retrieved: 19.06.2019.
Silva, Robert (2019). What is a Smart Speaker? https://www.lifewire.com/smart-speaker-4145037. Retrieved: 14.07.2019.
Simms, Kane (2019). How Voice Assistants Could Change the Way We Shop. In: Harvard Business Review. https://hbr.org/2019/05/how-voice-assistants-could-change-theway-we-shop. Retrieved: 19.06.2019.
Stables, James (2019). Multiple Alexa accounts: How to create household profiles and use Voice Profiles. https://www.the-ambient.com/how-to/multiple-alexa-accounts-voiceprofiles-513. Retrieved: 14.07.2019.
Statista (2019a). Smart Home Report 2019 – Statista Digital Market Outlook – Market Report. https://www.statista.com/study/42112/smart-home-report/. Retrieved: 18.07.2019.
Statista (2019b). Smart Speaker with intelligent personal assistant quarterly shipment share from 2016 to 2019, by vendor. https://www.statista.com/statistics/792604/worldwide-smart-speaker-market-share/. Retrieved: 19.06.2019.
Steiner, Paul (2009). Sound Branding- Grundlagen der akustischen Markenführung. Wiesbaden: GWV.
Sterling, Greg (2019). Google takes baby steps to monetize Google Assistant, Google Home. https://searchengineland.com/google-takes-baby-steps-to-monetize-googleassistant-google-home-315743. Retrieved: 19.06.2019.
Techiexpert (2019). How Alexa is changing the Voice Search Marketing in 2019? https://www.techiexpert.com/how-alexa-is-changing-the-voice-search-marketing-in-2019/. Retrieved: 19.06.2019.
Thakker, Krishna (2019). ‘Hey Alexa, what’s the future of voice ordering for groceries?’. https://www.grocerydive.com/news/hey-alexa-whats-the-future-of-voice-orderingfor-groceries/546932/. Retrieved: 19.06.2019.
Townsend, Tess (2017). Google Assistant will make money from e-commerce. https://www.vox.com/2017/5/23/15681596/google-assistant-ecommerce-revenue. Retrieved: 19.06.2019.
Vaas, Lisa (2017). Burger King triggers Google Home devices with TV ad. https://nakedsecurity.sophos.com/2017/04/18/burger-king-triggers-ok-google-devices-with-tvad/. Retrieved: 19.06.2019.
Van Aerssen, Benno & Buchholz, Christian (2018). Das große Handbuch Innovation: 55 Methoden und Instrumente für mehr Kreativität und Innovation im Unternehmen. München: Vahlen.
Voigt, Kai-Ingo & Buliga, Oana & Michl, Kathrin (2017). Business Model Pioneers – How Innovaters Successfully Implement New Business Models. In: Springer International Publishing Switzerland (eds.): Management for Professionals. Wiesbaden: Springer.
Wang, David & Adams, Larry (2017). Start shopping with the Google Assistant on Google Home. https://www.blog.google/products/home/start-shopping-google-assistant-google-home/. Retrieved: 19.06.2019.
Wendel, Mariella (2018). Mit Google Home Sprachbefehlen einkaufen. https://www.homeandsmart.de/google-home-einkaufen. Retrieved: 19.06.2019.
Wirtz, Bernd W. (2019). Digital Business Models – Concepts, Models, and Alphabet Case Study. In: Springer Nature Switzerland AG (Pbl.): Progress in IS. Cham: Springer.
Writtenhouse, Sandy (2019). How to create an Alexa Voice Profile on Amazon Echo speaker. https://www.idownloadblog.com/2019/03/06/create-alexa-voice-profile-amazonecho-speaker/. Retrieved: 19.06.2019.
Xu, Huiwen (2018). A Generic User Interface for Energy Management in Smart Homes. In: Karlsruher Institut für Technologie. https://publikationen.bibliothek.kit.edu/1000091841. Retrieved: 19.06.2019.
YouTube Official Blog (2019). Enjoy YouTube Music free on Google Home speakers. https://youtube.googleblog.com/2019/04/enjoy-youtube-music-free-on-googlehome.html. Retrieved: 19.06.2019.
Zenner, Roman (2019). Der Status Quo von Voice Commerce. https://shoptechblog.de/2019/02/21/der-status-quo-von-voice-commerce/. Retrieved: 19.06.2019.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature
About this chapter
Cite this chapter
Kexel, C.A., Osterloh, J., Hanel, C. (2020). Smart Home – A New Marketing Era. In: Thorhauer, Y., Kexel, C. (eds) Facetten der Digitalisierung. Schriften der accadis Hochschule. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29870-8_2
Download citation
DOI: https://doi.org/10.1007/978-3-658-29870-8_2
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-29869-2
Online ISBN: 978-3-658-29870-8
eBook Packages: Business and Economics (German Language)