How Voice Search, VR, and AR Are Redefining Digital Marketing

A world where your marketing speaks directly to your customers. That’s what we’re offering. A world where ads are conversational, immersive, and delivered seamlessly across platforms. Our entire series so far has dived into how digital advertising is changing – completely — and staying ahead means you have to recognize the trend and adjust when the time comes. The days of relying on third-party cookies or traditional display ads are fading fast. To stay competitive, brands need to go where the consumers are—and increasingly, they’re talking to their devices or exploring augmented realities. We have to keep in mind that voice is honestly just the beginning. As other immersive channels such as augmented reality, connected devices, and other technologies are reshaping how advertisers interact with customers.

Companies and their marketing departments have to explore these channels and leverage their unique propositions. Here’s how brands can specifically take part in the voice search future.

The Rise of Voice Search and Its Benefits

Once upon a time, voice search was something all of the SEO gurus were speaking about. However, with the rise of smart speakers and virtual assistants, it’s now experiencing massive growth as an idea and as something actually being implemented into workflows.

The global voice commerce market size was valued at USD 42.75 billion in 2023 and is expected to grow at a CAGR of 24.6% from 2024 to 2030.

Furthermore, nearly 71% of consumers prefer using voice assistants to perform basic searches, according to Think With Google.

Source: Think With Google

While it seems simple and easy to grasp, many overlook the value of voice search:

• Conversational Advertising: Unlike traditional search, voice search queries are conversational, casual—like asking a friend. Instead of “best pizza NYC,” users say, “Where’s the best pizza near me?” Optimizing for these natural language searches means reshaping content to feel human—FAQs, blog posts, and conversational copy can all help you show up in search results and build trust.
• Localized Optimization: Voice queries often include phrases like "near me," offering brands a chance to dominate local search results by tailoring content for proximity and immediate accessibility. It is easy to get your business on voice searches. All you have to do is optimize your business for voice search using the Google Business Profile Manager.
• Customer Retention: Voice assistants allow brands to engage users in ongoing dialogues, creating opportunities for deeper connections and loyalty through personalized, spoken content.

Exploring Other Emerging Ad Channels

Augmented Reality

It’s important to not only look at one emerging advertising channel, because that one might not be the right fit for your business. Voice is powerful, but it’s just one piece of the puzzle. There are other platforms that have growing relevance and are pushing digital advertising into a different direction such as augmented reality (AR). AR combines the digital and physical worlds to deliver interactive experiences. Snapchat reports that 75% of its users engage with AR features daily. This isn’t just a social media trend either.

Retailers like IKEA have adopted AR to allow customers to visualize products in their homes before purchasing.

Ikea’s AR feature for viewing furniture in your home

Here is another example of  a shopper trying on clothes at Tommy Hilfiner using their AR mirror:

Connected Devices

Another technology to take a look at are connected devices and wearables. Not only can your apple watch tell you how many calories you burnt on that 5K, but it can also be a spot to advertise.

Data from Statista projects the number of IoT devices will surpass 30 billion by 2030. These devices offer hyper-personalized touchpoints for brands to serve relevant ads. The single caveat here is how many people would actually want to see ads served on their watches? Probably not many…

However, it could be done subtly.

Example:

A fitness brand promoting running shoes after that 5K since the ad delivery would be in alignment with the users behavior.

Virtual Reality

Lastly, virtual reality (VR) and the Metaverse are becoming hot topics. Platforms like Meta and Decentraland are building completely immersive worlds for socializing, shopping, and working—and the potential returns reflect a world of opportunity. PwC projects the VR and AR market will grow to $1.5 trillion by 2030.

For example, you can now take a walk through a luxury retail store, like Chanel using a VR headset to get the full experience from your home:

Offering a VR experience in luxury is an excellent way to connect with a new, younger audience and showcase your brand in an innovative, modern way.

4 Things to Consider Before Implementing AR and VR in Your Ads

• Focus on engagement over impressions: VR and AR thrive on interaction. Develop ads that allow users to touch, explore, or customize products within the experience.
• Leverage storytelling: Build a narrative that users can step into, such as an adventure or a behind-the-scenes look into your brand’s story.
• Collaborate with platforms and creators: Partner with platforms like Meta Horizon or AR developers to ensure the technical aspects align with your creative vision.
• Start small: Test your VR and AR campaigns before diving headfirst into the Metaverse.

Implementing Voice and Emerging Advertising Channels

• Invest in Conversational AI: Use tools like chatbots and voice-optimized interfaces to master the art of dialogue with your audience. Here is a guide, which explains how you can add an AI chatbot to your website easily or build your own.
  
• Data-Driven Insights: These new channels generate vast amounts of behavioral data. Invest in analytics tools like 4XDigital AI to turn this information into actionable strategies.
• Test and Iterate: With technologies like AR and VR still evolving, brands should test small-scale campaigns before scaling up. Measure performance and refine accordingly.

Takeaways