Study: 67% of Marketers Now Believe Voice-Enabled Experiences are ‘Very Important’ to Customers

As marketers look for fresh ways to resonate with their target audience, new research shows that offering voice-enabled experiences may be the key to garnering more customers.

Adobe recently published the “State of Voice Technology for Brands” report and statistics showed that the majority of marketers (67 percent) believe that voice enabled experiences are “very important” to their company’s customers. Twenty-seven percent said that they are at least “somewhat important.”


Over the course of the next 12 months, approximately 94 percent of marketers say that they intend to increase their investment in voice. Nearly 90 percent already have the resources in place to implement voice experiences, and 90 percent have organizational buy-in on the development and support of voice experiences. About 91 percent are making significant investments in voice enabled experiences.

‘Excellent Customer Service’ is Making the Difference for Marketers

As marketers are discovering new ways to provide unique, memorable customer experiences, one thing is for certain: “excellent customer service” is the most effective way to stand out from competitors.

This is according to previous research, published by Bynder – the “State of Branding 2019” report recently shed light on how marketers’ focus on customer service is paying off. Statistics showed that the majority of marketers (29.9 percent) believe that “excellent customer service” is the most effective way to stand out from the crowd and engage with customers, even more than the product itself or the quality of brand campaigns.

Most respondents (47.5 percent) said they are “very confident” or “somewhat confident” in their company’s ability to crease personalized experiences for their target customers.

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