New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Listening to music is currently smart speakers’ popular function.

This piece states that since the start of the “voice revolution” with the launch of Amazon Echo in 2014, many companies have developed voice experiences for Echo and Google Home. However, there aren’t enough case studies stating the benefits of voice apps for brands.  

Smart speakers being adopted at a rapid rate and a considerable increase in unit sales indicates a consumer shift to voice-first devices. But in relying on such sales figures, one fails to factor in the artificial reduction of smart speaker prices.

Additionally, the figures don’t inform how those devices are being used by consumers. So, brands must have a “very long view” of voice as a marketing channel and for a radical shift to occur in consumer behaviour, voice needs to offer much more to consumers.  

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[10 minute read]

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