Voice Marketing
Rowman & Littlefield (Verlag)
978-1-5381-5540-0 (ISBN)
“Hey Google, how can you help me reach more customers and strengthen my brand?”
Voice-enabled technologies are an integral part of our lives, and they present vast opportunities for marketers who are up to the challenge. With Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement, marketers learn key strategies and tactics of the voice world while following a clear roadmap for developing and executing a voice marketing program.
How should marketers best approach voice and conversational AI to ensure an optimal return on their investments? Since voice can both activate consumer behavior and help build the brand image, what is the right media mix for a marketer? How does voice fit with a marketer’s other channels, particularly online and mobile? What is appropriate content for this new channel and how can a marketer best go about creating that content? What are the legal and ethical issues that marketers need to address? What makes for a good development partner to implement voice initiatives? And what metrics should marketers use to judge the success of their voice efforts?
Filled with real-world examples and behind-the-scenes stories, Voice Marketing is grounded in research-based theory and decades of experience. Case studies from the Allstate, Butterball, Coca-Cola, Dominos, Lucky Charms, Mercedes, Nike, Sony, Tide, and more combine with guest perspectives from the worlds of conversational AI, voice technology, academia, and marketing to deliver a ready-to-implement plan for success in the voice environment.
Laurence Minsky is professor of communications at Columbia College in Chicago and consults for leading agencies, corporations, and nonprofits. He co-authored Audio Branding,The Activation Imperative and seven other acclaimed business books. Susan Westwater is co-founder/CEO of Pragmatic Digital, which helps brands capitalize on voice and conversational AI. She is co-author of Voice Strategy and is recognized as a top influencer regarding voice and conversational AI marketing programs. Scot Westwater is co-founder/CCO of Pragmatic Digital, he helps companies improve their marketing and customer experiences through voice and conversational AI. He is the co-author of Voice Strategy and leverages design, UX, and digital strategy to create effective voice experiences. Colleen Fahey is US Managing Director, Sixième Son, the world’s leading sonic branding agency. She previously worked with Publicis Groupe to bring non-traditional marketing to leading brands in the US, Europe, Asia, and Latin America, and co-authored Audio Branding.
Foreword by Philip Kotler
Chapter 1: Marketing over Voice Applications
Guest Perspective 1: The Marketing Industry is Up Next for AI Disruption, by Paul Roetzer, AI Marketing Institute
Guest Perspective 2: The Google Voice Landscape, by Danny Bernstein, formerly of Google
Extended Case Study: Nike & Reebok New Product Introductions
Chapter 2: Branding in a Voice-First World
Guest Perspective 1: Why Brands Have a Crucial Role to Play in Our Voice-Activated Digital Future, by David Roth, The Store – WPP, BrandZ, and BAV Group
Guest Perspective 2: Deviating from General Purpose Assistants: Custom Intelligent Voice Assistants, by Jason Fields, Voicify
Extended Case Study: General Mills Lucky Charms Brand Building
Chapter 3: Audio Branding and Its Importance
Guest Perspective 1: The Science of Voice Branding, by Charles Spence, Oxford University
Guest Perspective 2: Black Voices Matter: The Quest for Sonic Diversity, by Steve Keller, Studio Resonate, SXM Media
Extended Case Study: McDonald’s UK Mobile Voice Ordering
Chapter 4: Understanding the Audience for Voice
Guest Perspective: Algorithmic Bias in Audio AI, by Kalinda Ukanwa, University of Southern California
Extended Case Study: Butterball Turkey Voice Hotline
Chapter 5: Data Privacy and Ethical Considerations
Guest Perspective: Trust: The Essential Element for the Growth of Voice Assistance, by John Stein, the Open Voice Network
Extended Case Study: Sony Hand Wash Tunes Help Families Fight COVID 19
Chapter 6: Goals and KPIs for Voice Marketing
Guest Perspective: Some Notes on Recent Voice Research: Listen to the Second Voice, by Michael Brazeal, Roosevelt University
Extended Case Study: Allstate Customer Care
Chapter 7: Developing Marketing Content for Voice
Guest Perspective: Content That Keeps Them Coming Back, by Sarah Andrew Wilson, Matchbox.io
Extended Case Study: Dominos
Chapter 8: The Advantage of Marketing the Voice Experience
Guest Perspective 1: Build It and They Won’t Come: Shout It from the Rooftops and They Will, by James Poulter and Suze Cooper, Vixen Labs,
Guest Perspective 2: Beyond the Smart Speaker, Roger Kibbe, North America Bixby Labs, Samsung Research Americas
Extended Case Study: Using Your Voice to Share a Coke
Chapter 9: Analyzing, Maintaining, and Refining a Voice Strategy
Guest Perspective: Voice Analytics: Getting from Learning to Real World Value, by Romina Pankoke, Vixen Labs and Women in Voice
Extended Case Study: Finish Dishwasher Pro Detergent
Chapter 10: Voice Implementations Across Industries
Automotive Perspective: Industry Implications of Voice: Opportunities of Voice Apps in the Car, by Shyamala Prayaga, formerly of Ford Motor Company
Banking, Finance & Insurance Perspective: Improving the Customer Experience While Improving Operations, Robin Keira, Digitalscouting
Entertainment Perspective: Entertainment, Entertainment Marketing and Voice Tech, Donald Buckley Treehouse and (previously)Warner Bros.
Healthcare Perspective: Supporting Post Op Patients, by Sirish Kondabalu, Orthobullets
Retail Perspective: The Effect That Voice Will Have on Retail, by Gwen Morrison, WPP’s Global Retail Practice and Candezant Advisory and Manolo Almagro, Q Division
Extended Case Study: Mercedes Benz In-Care Experience
Chapter 11: Voice for Now and the Future
Glossary
Further Reading
Acknowledgments
About the Authors
Index
| Erscheinungsdatum | 03.08.2023 |
|---|---|
| Vorwort | Philip Kotler |
| Verlagsort | Lanham, MD |
| Sprache | englisch |
| Maße | 177 x 250 mm |
| Gewicht | 458 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-5381-5540-0 / 1538155400 |
| ISBN-13 | 978-1-5381-5540-0 / 9781538155400 |
| Zustand | Neuware |
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