Impact Group Marketing Blog

Information used to be available at the touch of your fingertips, but now it's available using the sound of your voice. Voice command – or voice recognition – technology in its current form has been around for about a decade now. In a nutshell, voice command technology refers to the use of audible verbal commands to launch a search query. An estimated 40% of adults use some form of voice search daily and late in 2017, Google estimated that about 1 in 5 mobile search queries were done employing voice commands. Those numbers will continue to increase as voice recognition systems continue to improve, become easier to use, and are extended to non-mobile devices such as smart speakers and home-based digital assistants. Analysts estimate that in 2019 the voice recognition market will be worth $601 million and 55% of US households will have a smart device by 2022.

What are the implications for small businesses, branding, and their marketing strategies?  Voice recognition technology allows “brands” to get even closer to target audiences, but comes with its own unique set of considerations. We've outlined some useful strategies to help your business stay prevalent with voice command search:

  • As with all types of marketing, the most successful strategy anticipates customers’ need and how they search. Review keyword strategy frequently to determine which search queries most frequently return results about your brand or company.
  • Remember that voice recognition searches use natural language; i.e., a search will more likely be, “Where is the closest Starbucks?” rather than a typed search of “Starbucks, Bryan, TX.” Currently, so-called “natural language” queries comprise 70% of those received by Google Assistant. Voice searches are also likely to become longer and more conversational, reiterating the importance of targeted keywords.
  • The element of intent – such as whether a potential customer is looking for user reviews or ready to buy – is one that will continue to be developed as voice recognition algorithms become more sophisticated and “smart.”
  • Pay attention to how your target audience is using voice recognition technology. Currently, millennials are by far the demographic of highest use (followed by Gen Xers and Baby Boomers), but this may change as the technology continues to develop. The potential usage by individuals who are visually impaired and individuals with limited ability to type using a traditional typed search query is limitless.
  • Make sure that paid advertising reaches across all platforms. Although the Amazon Alexa was the early dominator in voice-enabled devices, other devices will likely grab a larger market share in the future.

In summary, “Voice is the future, and that shouldn’t be surprising: People can speak 150 words per minute compared to typing only 40, and speaking is a much more natural way for us to interact with our surroundings. As technology continues to advance, the CMOs who are prepared for this shift will be the ones whose brands win the biggest market share.” [D. Treseder via]. We at Evolve Impact Group will always strive to do our best to help your small business or organization stay at the top of your “game.” As marketing and communication continue to evolve in the 21st century, let us be your go-to business partner. Contact us today for more information or to discuss your ideas about engaging your customers with Impact.


DeMars J. How far can voice recognition go? 7 marketing implications. Forbes [online]. 29 Nov 2017 [accessed 14 Jan 2019].

Henry C. 6 Things you need to know to develop a voice marketing strategy for Amazon Echo. Palpable Media [online]. 29 Jan 2018 [accessed 14 Jan 2019].

Treseder D. How marketing through voice technology will put savvy brands ahead of the curve. Adweek [online]. 16 Apr 2018 [accessed 14 Nov 2019].