I keep seeing this again and again, whether it is at work or during my education. They use old articles! I cannot stress enough the importance of being aware that people who expected something to happen in 2019, are rarely correct. Even the most reliable sources can be traps for businesses. I know it is tempting to use the sources as a factor for the investments you will do for the year, but it might also threaten the success and effectiveness of your investments. MarTech stands for 26% of companies marketing budgets, and the allocation of your resources has a big impact.

One of the articles that I keep seeing repeating itself is the fact that 50% of all Google searches will be by voice by 2020, and I can name at least 10 articles that mention this created in 2019. This would be great, but these articles set that source against another source saying that only 20% of Google searches are voice searches. Which doesn’t make sense at all. 30% increase in 1 year? It seems impossible to me. Luckily that is not the case. They base the 20% on a quote by the Google CEO made in 2016, and the 50% assumption is also from 2016. Google has yet to publish any more official numbers around voice assistance since then. Not very reliable to base your investment on. Be critical to sources!