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How Voice Search is Shaping the Advertising Industry


With the rise of digital assistants, it’s no surprise that the habits we have when searching online have shifted as well. Consumers recognize that it’s easier to talk than type. So, the phrases “Alexa” and “Okay Google” have naturally replaced the physical effort of typing into a search engine. Plus, using a voice search allows for even more opportunities to efficiently multitask which we see acted out in the latest Amazon Echo and Google Home commercials. Traditional search won’t disappear overnight, but the data shows that voice-powered commerce made up for $1.8 billion in U.S. retail revenues in 2017 and is showing no signs of slowing down. It’s predicted that this type of voice-powered commerce will be responsible for up to $40 billion in revenue by the year 2022.


But what does this mean for advertisers? Forbes recently wrote an article explaining the impact of this shift in consumer behavior and ways to stay on top of the trend when it comes to utilizing voice search. One of the most important factors advertisers and brands need to be aware of is the use of natural, conversational language. Consumers aren’t saying, “Ok Google, vintage clothes”. They’re saying something like, “Ok Google, where’s the closest vintage clothes shop near me?”. To keep showing up in search results, brands and advertisers can use long-tail keywords that match closer to natural speech than traditional SEO keywords. They can also take advantage of location-based search when users often say, “near me” when trying to find a product or store. Making sure that your physical location is associated with your site and any online profiles will ensure your brand populates as a result.


How we use the internet and search online will keep changing, but it’s the brands that know how to stay ahead of the curve that will remain connected to their consumers and continue to be profitable.


About The PM Group: The PM Group was founded in 1988. Over the past 30 years, the agency has continued to grow and is currently listed as San Antonio’s Largest Advertising Agency by the San Antonio Business Journal. The PM Group’s client roster spans numerous industries including automotive, CPG, entertainment and sports marketing, legal, business services, non-profit, real estate and fitness. In addition, the agency hosts an annual Charity Gala every February that to date has raised over $3 million for local San Antonio area non-profit organizations in the last 15 years! It is our way of giving back to the community that we so humbly serve.

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