Differentiating Your Brand with EQ | Whitepaper

Differentiating Your Brand with EQ

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In partnership with Bing, this analysis explores how digital assistants and retail are starting to collide and what brands need to do to get involved.

Successful brands are starting to think beyond just IQ and more into the world of EQ (emotional quotient or emotional intelligence), where they can truly understand the context behind words. With 87% of consumers expecting to be able to reach their favorite brands via a voice assistant within five years, it’s more important than ever to build branded intelligent agents that can truly speak to consumers.  In partnership with Bing, this joint-analysis explores the rise of conversational interfaces and how brands should consider humanizing themselves.

Key Points:

  • Voice is offering a new outlook on shopping. Within two years, 54% of consumers expect their digital assistant to make purchase recommendations.

  • Phones have become less about apps and more about action as they enable us to engage in personalized experiences in our everyday lives.

  • Marketers need to think of their brand as a seeing, talking, feeling and thinking human that connects with consumers.

  • Digital assistants are getting better at helping consumers every day. In fact, 60% of consumers would say they are helpful and 44% would say they are friendly.

  • Digital assistants are also improving how consumers feel, with 65% feeling happy when engaging with them and 57% feeling grateful.

  • Every retailer today is taking on the role of a tech company as technology and retail continue to merge into one entity.

Differentiating Your Brand with EQ | Whitepaper

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