Marketing Beyond the Screen

Using Voice Technology to 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.

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Table of Contents

  1. Talking Is the New Typing
  2. Recognizing the Potential
  3. Understanding Voice Control
  4. Voice Search Is the Gateway to Discovery
  5. Optimizing for Voice Search
  6. Advertising Still Limited
  1. How Much Is That Skill Being Used?
  2. Is Voice Shopping Ready for Prime Time?
  3. Guiding the Shopper’s Journey
  4. Reducing Friction in Customer Service
  5. What’s Holding Voice Back?
  6. Getting Started with Voice: Considerations for Marketers
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  4. Sources
  5. Media Gallery

Charts in This Report

Interviewed for This Report

Gina Garrubbo
National Public Media
President and CEO
Interviewed May 1, 2018
Meg Goldthwaite
Interviewed May 1, 2018
Doug Robinson
Fresh Digital Group
Interviewed May 22, 2018
Preston So
Director, Research and Innovation
Interviewed May 9, 2018
Mark Book
Digitas LBi
Senior Vice President, Digitas Studios
Interviewed May 16, 2018
Lynne Capozzi
Interviewed May 9, 2018
Robyn Cauchy
Gale Partners
Director, Consumer Experience and Consumer Insight
Interviewed April 5, 2018
Dylan Collins
Interviewed March 15, 2018
Bob Dunfee
Smart Communications
Vice President, Product Marketing
Interviewed March 15, 2018
Varun Gudiseva
Vice President, Commercialization
Interviewed May 15, 2018
Christopher Lundquist
Vice President, Strategy and Consulting
Interviewed April 23, 2018
Jeff Malmad
Mindshare North America
Managing Director, Head of Life+
Interviewed May 18, 2018
Allen Nance
Interviewed April 17, 2018
Susan Panico
Senior Vice President, Strategic Solutions
Interviewed April 12, 2018
Chris Papaleo
Executive Director, Emerging Technology
Interviewed May 21, 2018
Nick Pino
Senior Editor, Home Entertainment
Interviewed May 17, 2018
Tom Sepanski
Director, North America, Verbal Identity and Naming Practice
Interviewed May 17, 2018
Preethy Vaidyanathan
Chief Product Officer
Interviewed May 15, 2018
Brian Walker
AE Marketing Group
Interviewed April 17, 2018
George Wright
Smart Communications
Christopher Neff
The Community
Senior Director, Innovation
Interviewed April 10, 2018


Victoria Petrock


Caroline Cakebread
Junior Analyst
Jaimie Chung
Associate Product Manager
Sean Creamer
Chris Keating
Research Director
Man-Chung Cheung
Research Analyst
Jennifer Pearson
VP, Research