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As Customers Begin to Shop Through VoiceAssistants, What Can Brands Do to…

- - - - Manufacturers will habe to use
        in-house data and primary research to persuade the company behind the digital assistant that featuring their brand will continue
        to please its customers.
- - - - Tribal brands can help digital assitants
        identify their products' natural customers.
        
        To do this, advances in social listening and machine
        learning will be especially useful now that communications about a brand are owned less and bye the brand and more by their audiences.
- - - - A customer who buys a new pair of running shoes may also
        buy some running clothes and energy pounches.
        
        Such portfolios will be attractive to digital assistants as a way
        to cover customers with a single supplier relationship.
- - - - Some of the largest manufacturers are also investing in global
        data centers that build individual data profiles.
        
        But companies that don't act now risk seeing profits
        migrate to the small number of winning brands that will remain.