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Voice vs. Video

August 27, 2019
Let's talk about what's important

The prevalent buzz uttered by online marketers these (mid-2019) days is, for the most part, hovering over voice search. Rightly or wrongly, these marketing specialists assume that the statistical bump lighting up their analytics radar around voice will be sustained and will grow at the same rate as other historical trends. Many predict that voice search will soon take over typed search, and will have done so by the time Donald Trump is either kicked out of, or re-instated in, the Oval Office at the end of 2020.



I find this quite an unexpected statistic. I personally never used voice search seriously, and I know very few people who use it on a regular basis. However, it is possible that I am living under a rock without realizing it. Who would know, better than Google? Let's go ahead and ask the search engine: Is voice search the future? Try it: the first item on the result page predicts that by 2020 (that's 4 months from now) voice search will account for half the search volume on Google.com. In other words: marketers expect that regular folks like you and I will progressively rely on voice commands, and avoid the tedious typing of keyword combinations, to google their favorite subjects and their most pressing questions. Whether it is through Alexa or other listening devices, it appears that people are giving up on typing.

It turns out that I am far from alone in the pool of skeptics: 

For the remainder of 2019 and into 2020 [...] 67% of digital marketers and creatives anticipate video marketing as their first priority. [...] Beyond video, survey respondents indicated that experiential marketing (31%), micro-moments (28%), motion design (24%), visual search (21%) and voice search (10%) are important to their 2019-2020 marketing efforts. (source)  

More than 8 out of 10 businesses see voice search as having the lowest priority amongst all the trending web technologies. Is it possible that everyone is dead wrong and simply betting it all on the wrong horse -- with apologies to real horses, who shouldn't be racing for a living? Since that horse is video, I am probably biased. Though I don't always agree with the majority, when I do, I make sure there's a good reason for it. 

 

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