Why is voice search an important marketing tool for ecommerce brands?

Last updated: 11-12-2020

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Why is voice search an important marketing tool for ecommerce brands?

Treading into the future with technological advancements up our sleeves, humans are now more dependent on inanimate objects for their searches across the World Wide Web.

The times we live in are more interesting than ever, and with that, companies targeting long-term growth are looking at adapting such changes that have caused a whirlwind in the way humans interact with voice assistants/chatbots for their searches, queries, curiosity, and more.

As self-quarantine continues to be practised by billions of people across the world, human behaviour continues to change progressively towards the new normal with each passing day. People feel at ease doing every activity from the comfort of their homes.

Thus, in the next wave of digital transformation, brands will start proffering, and people will start opting for products and offerings which will enhance their comfort.

As per research by Statista, this will be similar to the ecommerce wave, which has so far influenced over 1.8 billion people to shop anything and everything digitally, from the comfort of their homes.

With that, voice recognition and search is also growing exponentially with trends suggesting that about 20 percent of the grocery and entertainment shopping accounts for voice-based orders, and as we further move towards 2022, consumer spending is expected to reach 18 percent via voice assistants.

It can be seen that not investing in the voice search technology can be detrimental for businesses as they may lose upon the opportunity. So, it is crucial for brands and businesses to evolve as they adapt voice search technology in their portal to cater to the changing human needs in the coming future.

According to a study by SalesForce, as many as four out of 10 millennial consumers search about a product online, using the voice search feature before making a purchase, and the number will only increase.

In such a scenario, it is feasible and strategic for a brand to plan out its journey to optimise and integrate the feature into its platform using the following guide:

Whether the consumer is cooking or driving, voice search comes in handy as the mobile goes where the person goes.

As most of the voice searches will be conducted on mobile devices and smart speakers using artificial intelligence-enabled virtual assistants, it becomes essential for brands managers and marketers to adapt this technology and constantly work on building their SEO strategy that is optimised and re-optimised to suit the needs of the consumers.

Brands will have to focus on curating creative, conversational content that takes the user through a step-by-step journey until they finally check out with the product.

The world never stops for anyone. If one brand is not consumer-friendly, the other will make the mark in the heart of the consumers.

So, is it necessary to be future-ready? Yes. Brands and businesses must evolve more than ever to be future-ready because people are changing as they please and at their own pace.

Today, very few ecommerce portals have integrated a voice search feature to enhance the user experience, but going forward, the voice search technology will form an integral part as more and more people get hold of a smartphone with an internet connection.

The need to adapt to this technology can be postponed for the time being, but the brands must circle back to it, and adapt it to offer its users overall wholesome experience.


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