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State of Voice Technology for Brands

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Voice technology is quickly becoming the status quo for brands looking to reach and better engage consumers. The numbers make that clear: According to a new study by Adobe Analytics, 91% of 401 business decision makers surveyed said they already are making significant investments in voice, and 94% said they plan to increase their investments in the next year.

Publié dans : Marketing

State of Voice Technology for Brands

  1. 1. State of Voice Technology for Brands Adobe Analytics Survey | March 2019 | Based on responses from 400 organizations
  2. 2. Voice Technology | March 2019 9 out of 10 companies recognize the importance of voice-enabled experiences. 67% 27% Very important Somewhat important Not important • 94% plan to increase their investment in voice next year • 90% already have resources in place to implement voice experiences • 90% have organizational buy-in on the development and support of voice experiences • 91% are making significant investments in voice enabled experiences How important are voice-enabled experiences to your organization's consumers. (US, Mar 2019) Source: Adobe and Advanis 6%
  3. 3. 22% 19% 21% 44% 40% 33% 27% 31% 32% 6% 7% 11% Basic voice enabled skill/action Multiple voice enabled skills/actions Revenue generating voice enabled experiences Already released Planning to release this year Within 1-2 years Within 3-5 years More than 5 years / no firm plans • 20% of the respondents have already released voice app • More than 90% of the respondents will have a voice app within 1-2 years • Most auto, media & entertainment, and sports companies are developing or have released a voice app. • Financial Services (and to a lesser extent Travel & Hospitality) organizations are more likely to be in early stage investigation • Nearly 33% of organizations that “outperform” their peers in digital maturity have already offered voice apps Source: Adobe and Advanis Voice Technology | March 2019 More than 40% plan to release a voice app in 2019 When are brands planning to release voice-enabled services. (US, Mar 2019)
  4. 4. Voice Technology | March 2019 IT is most likely to be involved with voice development. Few organizations have a thorough offering of voice enabled services, but almost all anticipate offering these services within the next two years – a significant number expect to release a basic skill/action in 2019. Source: Adobe and Advanis What department or departments are overseeing development of voice-enabled strategies. (US, Mar 2019)
  5. 5. 3% 4% 5% 6% Voice Technology | March 2019 The vast majority believe voice will benefit their organization. Improve user experience Drive conversion/increase revenue Increase consumer engagement Increase consumer loyalty Strongly agree Somewhat agree Disagree Source: Adobe and Advanis What customer behavior will voice-enabled experiences improve. (US, Mar 2019) 26% 71% 3% 66% 29% 5% 65% 31% 4% 64% 30% 6%
  6. 6. Voice Technology | March 2019 The most important metrics to gauge voice technology are Returning Users and Engagement. Number of returning users EngagementRevenue/ Conversion Success & error rates Session length Session frequency Number of users authenticated User falloutIntent 42% 40%39% 36% 28%28%28% 22% 18% Source: Adobe and Advanis What is the preferred metric to gauge performance of voice-enabled experiences. (US, Mar 2019)
  7. 7. 45% 45% 44% 41% 41% 33% 33% 22% Make a new purchase Tracking orders Renew/refill order Search (sales, promotional offers, product research) Get general info (hours, address, etc.) Check rewards status Offering promotions/coupons Leisure (play a game, check game stats) Voice Technology | March 2019 There is not one voice-enabled interaction that stands out as a higher priority. Source: Adobe and Advanis Companies predict a doubling of voice enabled experiences within the next year What new voice-enabled interactions are organizations prioritizing. (US, Mar 2019)
  8. 8. 39% 35% 32% 32% 32% 32% 35% 46% 39% 39% 38% 41% 24% 17% 24% 25% 24% 24% Offering promotions / coupons Check rewards status Make a new purchase Search Renew / refill order Tracking orders More than 5 years / no firm plans Within 3-5 years Within 1-2 years Planning to release this year Already released Voice Technology | March 2019 Most brands are releasing their high-priority, voice interactions this year. Source: Adobe and Advanis 70% of companies in the Travel industry plan to release a voice- enabled Search this year vs. 39% in other industries. When are brands planning to release high-priority, voice-enabled interaction. (US, Mar 2019)
  9. 9. 63% 62% 39% 30% 16% 1%Other 53% 35% 10% Strongly disagree Somewhat disagree Somewhat agree Strongly agree Amazon Alexa Google Assistant Siri Cortana Bixby Source: Adobe and Advanis Source: Adobe and Advanis Voice Technology | March 2019 88% of companies are developing voice services for multiple platforms. How likely will your organization develop voice-enabled technology for multiple platforms.(US, Mar 2019) What platforms are organizations developing voice- enabled technology for. (US, Mar 2019)
  10. 10. 78% 75% 78% 73% 71% 66% 73% 58% 61% 65% 58% 61% 60% 64% 60% 51% 34% 29% 32% 31% 29% 28% 23% 22% 3% 4% 3% 5% 7% 8% 7% 19% Get general info Make a new purchase Search Renew/refill order Tracking orders Check rewards status Offering promotions/coupons Leisure Voice Technology | March 2019 Voice-enabled interactions are catching up to web and mobile ones. Source: Adobe and Advanis What ways can consumers interact with a brand based on voice, web, and mobile. (US, Mar 2019) None
  11. 11. 39% 29% 29% 26% 25% 20% Getting buy-in from other areas of the organization Lack of time to develop voice Lack of investment dollars to develop voice Not able to measure ROI for voice We don't have the team in house that we need Uncertain if there is a use case for voice • Leaders see lack of ROI measures for voice as a barrier more often than practitioners (31% vs. 18%) • Top concerns for voice development are similar—privacy, security and SEO, regardless of software platform Voice Technology | March 2019 Organizational Buy-in is the biggest barrier for voice Source: Adobe and Advanis What are barriers to develop a voice enabled app for your brand. (US, Mar 2019)
  12. 12. 71% 46% 43% 37% 22% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% Mobile Apps Internet of Things Smart Home Artificial Intelligence Connected Cars Other Voice Technology | March 2019 Development of a voice-enabled strategy is usually part of mobile. Source: Adobe and Advanis What technology is a voice-enabled strategy part of in an organization. (US, Mar 2019)

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