2. DRIVING TRANSFORMATION FOR MARKETERS & THEIR
AGENCIES
2
Voice marketing uses the application of artificial
intelligence to create interfaces with consumers that are
entirely digitized. The best example of this is Amazon’s
Alexa or Google Home products that are entirely
conceived out of the competitive advantage of
convenience. As marketing technology advances, adept
marketers need to seize the opportunity to incorporate
voice marketing as a key tool in their overall digital
marketing strategy.
SpeaktheFuture:
TheOpportunitiesof
VoiceMarketing
3. 3
VOICE
MARKETING
GrowingAdoption,RipeforInnovation
The global smart speaker market was valued at $7.9 billion in 2018 and
is forecast to exceed $32 billion in 2023. It is the fastest growing
consumer technology of all time, reaching 50% of U.S. population in
under five years. According to Nielsen, nearly a quarter of U.S.
households own a smart speaker, with 40% owning more than one
speaker.
Such rapid growth is generally attributed to easy access via entry-level
smart speakers like Echo Dot and Google Home Mini. In China,
companies have offered generous price discounts for its Tmall Genie
smart speaker, leading to massive increases in household penetration in
China.
9
Canada
20
Unitedstates
12
UNITEDKINGDOM
10
GERMANY
URBANCHINA
10
AUSTRALIA
9
UrbanChinaandtheUnitedStatesleadinsmartspeakerownership
Smart speaker adoption by country
Source: Australia/Canada/China/Germany/United Kingdom/United States edition, Deloitte Global Mobile
Consumer Survey, June 2018
4. DRIVING TRANSFORMATION FOR MARKETERS & THEIR
AGENCIES
4
However, though the technology has become accessible, use is still in its
nascent form as the majority of people use smart speakers to listen to music,
followed
by using voice to search for real-time information and facts. This is
expected to change as voice activate functions become more integrated
and embedded in products, and awareness grows around use.
SmartSpeakerUseCaseFrequencyJanuary2018
Ask a
question Listen to streaming
music service
Check the weather
Set a
timer Listen
to radio Set
an alarm
Listen to
news/sports Play game
or answer trivia
Find a recipe or cooking
instruction Use a favorite skill or
assistant app
Check traffic
Call
someone Listen to podcast and other
talk formats Control smart home
devices
Access my
calendar
Message
someone Made a
purchase
91 72.9 33.3
89.5 76.2 41.9
85.2 69.1 41.4
71.4 51.8 24.1
68.8 47.6 25.5
65.7 48 25.3
58.1 39.4 14.8
52.3 31.2 11.1
49.5 26.5 5.1
46.5 29.8 14.7
41.2 25.8 7.7
40.7 22.7 10.3
40.7 22.7 10.1
38.1 29.9 20.8
35.1 19.6 6.2
8.2
26
34.217.9
11.52.1
Source: Voicebot Smart Speaker Consumer Adoption Report January
2018
5. To receive the full presentation, please visit:
prehttps://rthree.com/insights/voice-
marketing/
