Marketers are allocating only 2% of their budgets to voice search

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 30, 2019, 10:05 AM UTC

Voice ranked seventh among eight of the most important marketing channels.

Bing Ads’ survey across 2007 consumers and 150 marketers found that voice is not being considered as a primary channel by marketers despite consumer uptake. But, 17% of marketers expect budgets for voice to increase in the next year.

Where 60% of marketers believe that the rise of voice search will strengthen the marketing mix, 34% of marketers consider voice search to be a “fad”. Additionally, 34% of marketers believe that desktop search could be replaced by voice search.

Where UK consumers use voice search 2.4 times a day, those aged 18-24 do so 3.8 times a day. Jason Miller, head of brand marketing at Microsoft Advertising EMEA notes that there is “more work to be done” to educate marketers to shift to voice and that marketers should ignore the shift to digital assistants “at their peril”. 

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