According to a new survey by Adobe, over 90% of all marketing decision-makers are already making significant investments in Voice and confirm that these investments will continue to increase next year.
About 22% of these companies have already launched a voice app and almost half plan to do so this year. Thereby the surveyed not only want to provide a voice app on one voice platform, they also want to launch their voice app on different voice assistants like Amazon Alexa, the Google Assistant and Siri. This shows that most companies are already paying close attention to the voice market and are willing to participate in the growth of voice.
All facts of the survey
The focus will be on Voice Commerce
The most important goals of the companies that participated in the survey are all to be found in the field of voice commerce.
The main expectation of a presence in the voice sector is that potential leads can be better converted and that more sales can be generated. Others expect for now just a better user experience, more engagement with the users or a higher loyalty of the users to the company.
But companies shouldn’t focus too much on the direct revenue they can generate with a voice app or with voice commerce in general. At the moment, users use their language assistants mainly to get information about products (⅓ of the user) or to inform themselves about the company. Only every sixth person places an order via their assistant every month.
This is exactly what Heidi Besik, Adobe product marketing manager, points out once again:
“Many have doubted the potential of voice-based shopping because they expected it to drive activity in the same way that websites do. A similar misconception happened when mobile shopping began to take off. Similar to mobile, voice has the ability to support the overall shopping experience. It certainly has the potential to drive new purchases, and brands are focusing on that. But even more important is how services like order tracking, quick refills, and product research can create more loyal shoppers who may close the deal elsewhere.”