By David Jenkin

An automated voice message, also known as push IVR (interactive voice response), allows interaction via telephone keypads or even speech recognition. IVR technology can respond with pre-recorded or dynamically generated audio to further direct customers on how to proceed. AVMs can be sent in bulk or to targeted individuals in response to a call to action.

Why AVM?

The advantages of living in an increasingly automated world extends to both marketers and consumers in numerous ways. For a start, with AVM consumers don’t need to worry about being polite if they aren’t interested.

Dov Slowatek, head of operations at 3 Way Marketing, says, “It is easier to put down on an AVM which works for both sides as you don’t have to feel bad putting the phone down and you don’t need to spend time trying to market to someone not interested in your product or service.”

He adds that another beauty of AVM is the measurement data it affords. With AVM, it can be known how much attention the listener pays, as Slowatek explains, “They are either opting in, opting out, putting the phone down immediately or listening for a while before putting down.”

As can be expected, costs are far lower than conventional cold-call telemarketing and yet it still allows for the delivery of a more powerful message than text can offer. Slowatek says, “Although SMS is an extremely effective channel for marketing, AVM is less common but enables you to engage with a customer in a very different style – almost like a personal radio ad to a customer’s phone.”

Candice Goodman, managing director of Mobitainment et al and recipient of the Assegai Award for Direct Marketer of the Year and SME of the Year, has some more points to offer in favour of AVM marketing. For one thing, it converts well from a radio ad, and that can add significant value. It is also a useful method in a multi-language environment like South Africa. Plus, transferring a customer to a call centre is a simple process.

Another provider, Blue Label Data Solutions, explain on their site that AVM is perfect for lower LSMs and those with limited literacy skills, “as well as a marketing medium or reminder messaging service for higher LSM target groups”. They add that it has demonstrated one of the highest response rates of any digital media, returning responses in the region of 4% to 8%. Slowatek says that AVM has proven to be effective with all LSM groups.

Goodman adds, "We have found that AVMs work best when requested by the consumer, not if it is just sent to them when they do not expect it or want the call. For example, if they see an ad or get a message they respond via the call to action (via a SMS or missed call) they are expecting a call back from the brand and will be more likely to engage positively.”

Some cons

It is important, however, to be conscious of AVM’s drawbacks, although the list Goodman provides is fairly short. It isn’t the cheapest method available, although it can be used in harmony with another method. While it can’t link directly to a mobisite or USSD, it can trigger off an SMS, for instance. Another rather obvious point is a drawback with voice messaging itself, in that it can be misheard, especially in a noisy area.

AVM in Africa

When it comes to Africa, AVM is particular relevant believes Goodman. “Everyone talks about ‘apps’ and ‘applications’, but I would like to extend the definition of an ‘application’ in the African context,” she says.

It is not fair to limit ‘applications’ to what we know of as a ‘smartphone application’ as it should include both USSD and voice application, she adds. This is especially true for the African continent where you need to take the penetration of smartphones into account as well as coverage and the cost of data, which limits users.

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