As consumers turn to voice assistants for a growing list of everyday activities, marketers are exploring ways to add value to these interactions and boost brand engagement.
Phrases like “Hey, Siri,” “Hey, Alexa” and “OK, Google” are quickly becoming part of our everyday lexicon. As more consumers become comfortable with digital voice assistants, smart speakers and other voice-first devices, more companies are looking to leverage voice control technology to their advantage.
For marketers, voice-activated hardware and software presents a cornucopia of opportunities to engage target audiences in more personalized and frictionless ways. This report examines the implications of voice control, the hurdles to adoption for both consumers and marketers, as well as some early experiments. It also offers first steps to consider when planning a voice strategy.
Here’s what’s in the full report
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17charts
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21expert perspectives
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Table of Contents
Talking Is the New Typing
Recognizing the Potential
Understanding Voice Control
Voice Search Is the Gateway to Discovery
Optimizing for Voice Search
Advertising Still Limited
How Much Is That Skill Being Used?
Is Voice Shopping Ready for Prime Time?
Guiding the Shopper’s Journey
Reducing Friction in Customer Service
What’s Holding Voice Back?
Getting Started with Voice: Considerations for Marketers
Instances in Which US Voice Assistant Users Would Welcome Sponsored Content/Advertised Product Suggestions When Using Voice Search, Feb 2018 (% of respondents)
Reasons that Internet Users in Western Europe* and the US Prefer a Voice Assistant over Human Interactions in Stores/Call Centers, Nov 2017 (% of respondents)