The impact of voice-activated devices on modern marketing
Voice-activated devices, such as Amazon Echo and Google Home, have revolutionized the way consumers interact with technology and search for information.
This has created new opportunities for marketers to reach consumers through voice search and voice-activated assistant technology. The impact of these devices on modern marketing is significant, as they provide a new channel for businesses to connect with consumers, allowing them to deliver personalized and convenient experiences. As voice technology continues to advance and become more widespread, it is essential for marketers to understand and utilize its capabilities to stay ahead in the competitive landscape.
Here are 5 impacts of voice-activated devices on modern marketing:
Increased Adoption of Voice-Activated Devices
The number of voice-activated devices in use is rapidly growing. According to a report by eMarketer, there were an estimated 190.4 million voice assistant users in the US in 2020, a 9.2% increase from the previous year. By 2024, this number is expected to reach over 200 million. This growing user base presents a significant opportunity for marketers to reach consumers through voice search and voice-activated assistant technology.
Growing Importance of Voice Search
With the increasing use of voice-activated devices, voice search is becoming an increasingly important aspect of modern marketing. A survey by BrightLocal found that 55% of consumers use voice search to find local business information at least once a day, and 46% of voice search users are more likely to make a purchase from a business they find through voice search. This highlights the importance of optimizing for voice search to ensure that businesses can be found by consumers using these devices.
Personalized and Convenient Experiences
Voice-activated devices provide a unique opportunity for marketers to deliver personalized and convenient experiences to consumers. For example, personalized voice assistants can be used to provide recommendations based on a user’s preferences and history, making the shopping experience more personalized and efficient. Voice-activated devices can be used to provide hands-free, voice-controlled access to products and services, making it easier for consumers to find what they need quickly and easily. According to a survey by PWC, 72% of consumers who use voice-activated devices say that the technology has improved their shopping experience. This statistic shows the impact of voice-activated devices on delivering personalized and convenient experiences for consumers.
By providing hands-free, voice-controlled access to products and services, voice-activated devices make it easier for consumers to find what they need quickly and efficiently. Additionally, personalized voice assistants can be used to provide recommendations based on a user’s preferences and history, further enhancing the convenience and personalization of the shopping experience.
New Channels for Advertising and Marketing
Voice-activated devices also provide new channels for advertising and marketing. For example, businesses can place ads on voice-activated platforms like Amazon’s Alexa or Google’s Home, allowing them to reach consumers through these devices. Businesses can use voice-activated devices to create branded experiences, such as voice-activated games or quizzes, to engage with consumers in a new and unique way. According to a report by eMarketer, spending on voice-activated device advertising is expected to reach $19 billion by 2023, a significant increase from the estimated $2 billion spent in 2018. This shows the growing importance of voice-activated devices as a channel for advertising and marketing.
Importance of Data Privacy
While the use of voice-activated devices presents many opportunities for marketers, it also raises important considerations around data privacy. Consumers are becoming more aware of the data that is being collected through these devices and are becoming increasingly concerned about how this data is being used. As a result, it is important for marketers to understand and respect the privacy concerns of consumers when using voice-activated devices for marketing purposes. According to a report by Accenture, 82% of consumers are concerned about the privacy and security of their data when using voice-activated devices. This can result in privacy concerns for consumers who may feel that their personal information is being shared without their consent or used in ways they are not comfortable with.
Therefore, the high percentage of consumers who are concerned about the privacy and security of their data when using voice-activated devices highlights the importance of addressing these concerns and ensuring that consumers’ personal information is protected.
As the use of voice-activated devices continues to grow, it will be crucial for marketers to stay up to date on the latest developments and opportunities in this area, to effectively reach and engage with consumers while respecting their data privacy.
