Fresh off a holiday season that saw Amazon sell “tens of millions” of devices, Las Vegas hosted its annual glimpse into the future: the Consumer Electronics Show, where the world’s most innovative companies pull back the curtain for a peek at their new tech. And wouldn’t you know, one of the prevailing themes from that three-day journey into the future was the growing ubiquity of voice search as a marketing channel. So how does this window into the future influence small-business operations today?
Why voice search is part of the future of tech
Case in point, independent research conducted by the Capgemini Digital Transformation Institute confirms that 51 percent of consumers already utilize voice assistants, with 81 percent of those users primarily accessing the voice assistant through a smartphone, citing convenience, multitasking enablement and speed as value-adds from the voice assistant experience. Your customers are already using voice assistance, and to capture this revenue you must embrace the tech.
Kleiner Perkins conducts an annual report on the digital landscape. Its most recent iteration reported voice search as having 20 percent of the mobile search origination share, and comScore predicts that number will swell to 50 percent by 2020.
At this year’s CES, voice assistants took center stage even before the event was underway, dominating press day as multiple television manufacturers revealed that their upcoming television models would house voice assistants. Other products that used CES to showcase voice assistant integration included deadbolts, ceiling fans, speakers, routers, mirrors, washers, dryers, refrigerators and even a Microsoft Cortana-powered thermostat.
Voice search implications for advertisers
As voice-enabled devices become more ubiquitous, advertisers are acknowledging voice as a viable channel for commerce, and they’re doing it with their wallets.
Bing data from early returns on 2018 show year-over-year investment in voice search has grown by 24 percent, sustaining the momentum from the back half of 2017 and increasing through the holiday season.