Voice search has been described as a “winner takes all” environment by experts, but marketers are still overlooking its importance as just 10% will invest heavily in the tech during the next 12 months.
The latest “Mondo Creative & Digital Trends” report found that more mature visual mediums such as video and live streaming will continue to be the focus for creative and digital marketing decision-makers heading into 2020, with both voice and visual search further down the pecking order.
Instagram’s rise as a marketing staple shows no signs of ending, as 66% of the 1,000 professionals surveyed said that they expect to invest the most in the photo and video-sharing network’s “Stories” feature in the coming months. With the recent emphasis on storytelling, this is not a surprise.
B2C marketers polled in the study showed a greater desire to create more Instagram Stories compared to their B2B counterparts, who want to hone in on the craft of newsfeed videos. Overall, 62% said that they would spend the most in this area. Next up was gifs (52%) and cinemagraphs (31%).
Voice search has yet to gain traction with decision-makers, highlighted by the fact that only 17% have or are planning to optimise their websites for search. Visual search optimisation is a bit higher at 35%, but priorities lie elsewhere for now.
For paid output, 86% said that audience targeting will be the number one practice supporting their strategies during the final months of 2019. Keywords and remarketing will also be popular.