Voice, AI, Mobile Dominate Search As IoT Hits $800B In 2017
Marketers are not preparing for a world where mobile, voice and local search, as well as the reliance on intelligent agents like chatbots, change consumer interactions with brands — yet IDC estimates IoT spending will total nearly $1.4 trillion by 2021, as companies invest in hardware, software and connectivity.
That’s according to findings from a survey from BrightEdge released Thursday that surveyed 252 digital marketers at Fortune 500 brands in April and May 2017. Half from B2B companies; the remainder, B2C. The survey sought to understand how marketers are preparing for the accelerating consumer adoption of artificial intelligence (AI), voice search, and local search during the next year.
The findings suggest marketers can see the shift, but the majority are not planning to change their marketing strategies other than to integrate search engine optimization, paid search, social marketing and content strategies. This leaves brands at risk of failing to meet consumers’ expectations, per the report. Read more…
