Voice: technological and consumer considerations for marketers

Smart speaker penetration is growing fast and represents a major opportunity for brands and marketers, but it is a challenging medium for them to master; research from Northstar offers some pointers.

The global smart speaker market was worth $2.2 billion in 2017. Predictions suggest it will reach £39.3 billion by 2025. Voice, therefore, represents a tremendous opportunity for manufacturers, brands and marketers. Last year’s WARC commentary on voice’s rise reflects this. Yet, voice remains a challenging medium for marketers to master.