Digital Assistants: Reordering Consumer Lives & Redefining Digital Marketing

Advice for navigating the rapidly developing digital assistant reality.

Today, 500M people use a voice search powered digital assistant. That number is expected to skyrocket to over 1.8B people by 2021. In partnership with Bing, this joint analysis explores the factors that have given rise to the use of digital assistants and voice-based conversational commerce, and offers marketers advice on what to do now.

Key Points:

  • Voice is quickly becoming the search method of choice. Half of all searches will be voice searches by 2020. - comscore
  • Similar to the mobile revolution, voice-based interaction with digital assistants is ushering in an entirely new set of consumer behavior. By 2020, Gartner predicts 30% of web browsing will be screenless.
  • Could relevance factor be the new “quality score” for marketing to the machine?
  • Interaction with a digital assistant is not a series of isolated touchpoints – it is an ongoing conversation.
  • The keys to effectively marketing with relevance: customer advocacy, brand loyalty, and conversational commerce.
  • Estimates show the voice market growing from $1.6B in 2015 to $15.8B in 2021. This entirely new channel has immense revenue potential.
  • Digital assistants are now a critical component in building stronger relationships with consumers.

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