OK Google, how are marketers going to address the impact of voice search?

Widespread adoption of voice search shows no sign of slowing with Canalys forecasting 70% year-on-year growth of smart speaker sales with shipments to reach over 56m units this year.  

Digital marketers are aware voice search will impact the way they market products and services, but almost a third (29%) aren’t actively doing anything to address the changing landscape, according to new research from Greenlight Digital. 

  • Marketers understand that voice search is going to impact the way consumers interact with brands with over a third (36%) acknowledging it’s fundamentally going to change the way customers search for items over the next 18 months.   
  • 25% say they can incorporate voice search into their marketing strategy in order to maximise the impact that Amazon is having on the industry, yet 29% admit they are currently not doing anything to address it.
  • 43% of marketers admit they will be investing marketing budget into advertising with Amazon to reach customers through voice search, a quarter still remain unsure.
  • The most predominant tactic marketers are adopting to address the change is reassessing product names to reflect how users speak – true for 32% of digital marketers surveyed.      

Assessing keywords and product names, and optimising websites for voice search is action that needs to be invested in – both in terms of time and money. The brands who see the value of investing now will be the ones who reap the benefits of this increasingly popular technology.

Andreas Pouros, CEO, Greenlight Digital