One of the most surprising insights to emerge from WARC’s Marketer’s Toolkit 2020 report is the lack of focus among marketers on the issue of voice technology. Over two-thirds (69%) of advertisers told WARC they are “not prepared” for voice in any capacity; only 18% feel prepared for voice-optimised search.
If voice is indeed languishing in Gartner’s oft-quoted “trough of disillusionment” – the lull after hype and before mainstream acceptance – then advertisers would be advised to prepare for a rapid escalation in 2020, according to two experts at GroupM agency Wavemaker.
Speaking at Mediatel’s inaugural Future of...