“The volume of engagement we see already suggests that conversational commerce is not a horizon outcome. Customers are shopping with their voice now.” - Amit Shah, CMO, 1-800-FLOWERS.com
Voice search is growing in popularity but is it ready for digital marketing? One consideration is how and for what type of searches consumers currently use voice search. Current research indicates that 41% of US adults use voice search at least once a day, primarily for short, practical inquiries related to their local environment (think shopping, weather) or current activity (think cooking). Here are some additional data points that may help you decide whether your products or services are a good fit for marketing to voice search users:
Another important consideration is how consumers would feel about ads placed in their voice search results. Some think that ads or sponsored results are likely to be a turn off – by either annoying users or undermining trust in the results. Notably, Google itself says that it is focusing on optimizing the user experience for now, not monetizing voice search through advertising. It recently launched the Shopping Actions program (formerly Google Express), which gives customers an easy way to shop with Google Assistant and Search with a universal cart. Several major retailers, such as Target, Ulta and 1-800-FLOWERS.com are already on board and seeing positive results.