Bye mobile marketing: A little voice is saying that your status as the next big thing is over.
Really, the voice is shouting, echoing around the digital landscape, as voice-response technology is quickly becoming as the most disrupting force to hit the industry since the web became a visual medium.
How loud is the boom? Here are some data points about the influence voice-centric digital communication is having on consumers – and how marketers are answering:
Over 54% of adults will have a smart speaker by 2022, which is more than twice the nearly 21% of U.S. adults who report they have one currently.
23% of respondents would rather use a voice assistant than go to a website, based on a study from Capgemini.
44% of companies already invest in technology to permit voice marketing, based on a survey provided by Digiday AI Marketing Summit.
The latest word on voice-based shopping
Research from OC&C Strategy Consultants states that voice shopping will increase to $40 billion in 2022. Though, the last-touch voice commerce experience has yet to get to the mass adoption levels that retailers like Amazon initially thought.
Based on analytic research data provided by Adweek, consumers are more likely to use digital-assistant technology to make a buying decision, add items to a shopping list, or compare product costs than depend on buying-via-speaker as their main digital shopping technique. And even those who use voice-ordering do so on a narrow basis, like placing one-time orders for delivery or reordering items.
Searching for voice assistance
Even if today’s consumers don’t give their grocery, holiday, or special occasion shopping duties to Alexa, there are lots of other ways brands must start to integrate voice-response technology into their marketing plans.
Like most marketing journeys, the impending voice revolution will most likely begin with a search.