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RESEARCH
ANALYSIS
TRENDS

How relevant is voice search for online

marketing - really?

There are always new predictions on the Internet about version, usually detailed product information in the form
what the future of marketing will look like and particular- of text, image and video material is the method of
ly often it is being forecasted that in 2020, which means choice - the latter especially in the fashion and lifestyle
this year, half of all online searches should be carried sector.
out with a voice assistant. However, such forecasts are
problematic since Google and other providers of voice When it comes to visual content, it is not just about the
assistants do not reveal any meaningful usage figures very own website, but social media and platforms are
or statistics on the proportion of voice searches. Hence, becoming more and more relevant, too. For instance,
the actual percentage of voice searches cannot be YouTube is seen as the most trustworthy, followed by
clearly determined. In addition, one would have to dif- Facebook. These channels have a particular impact on
ferentiate between what is considered a search and a younger target group: around 40% of the 18-24-year
what is a voice control of a device. Anyway, in the end, old abandon a purchase process if they do not have
the question remains: “How relevant is voice search for enough visual content available to get an idea of the
online marketing - really? goods. Marketers can also take advantage of this for
multimedia content for shops. As an addition to con-
By nature, the strength of voice assistants lies in exe- stant basic information (price, dimensions, etc.), image
cuting clear commands and answering clear questions, and video content can be individually adapted to differ-
such as "Where is the nearest supermarket?", "How ent target groups.
long is it open?" - are generally not a problem and the
assistants are happy to help. However, requests like Product information provides customers with all rele-
e.g. “Google, choose an evening dress for me!” are vant information - and ideally turns their customer jour-
rarely heard and those who already used a voice- ney into a real experience. However, if important details
controlled device to shop online, usually ordered prod- are missing, or there are no or incorrect images, this
ucts they already know. That is understandable - after leads to frustrated customers and a lot of returns. Cer-
all, there is nothing to prevent you from ordering your tainly, retailers want to avoid such a situation and
favorite coffee or detergent that you have been using should therefore rely on Product Information Manage-
for years conveniently and quickly via voice assistant. ment (PIM). ◊
However, such loyal regular customers do not fall into
the target group of marketers, because to increase con- By Daniela La Marca

November 2020: Voice Commerce: voice search & digital voice assistants as storyteller 12