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What's Next: Voice Marketing

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These days, voice assistants are popping up everywhere. 80% of voice assistant users say they would like to engage with brands via their digital assistant. Voice Marketing is therefore no longer a future trend but a new advertising channel marketers need to deal with.

From consumer insights to case studies, this webinar will go deeper into what Voice Marketing is today, what it will be tomorrow and how advertisers can start leveraging it in the future

Veröffentlicht in: Marketing
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What's Next: Voice Marketing

  1. 1. What’s Next: Voice Marketing Powered by
  2. 2. Welcome Ellie Hartnell Consulting Analyst Ogilvy Consulting Mathieu Gillain
 Global Head of Media
 Social.Lab Brussels
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. September 23, 2019 5 AGENDA 1. Rise of Voice Assistance 2. Introduction to Voice Marketing 3. Cases 4. Takeaways
  6. 6. 6 Rise of Voice Assistance 1
  7. 7. 8 ASSISTANCE IS NOT JUST ABOUT VOICE Mobile devices are also heavily used when it comes to assistance.
  8. 8. 9 “A voice assistant uses voice recognition, natural language processing and speech synthesis to provide aid to users through phones and voice recognition applications.”
  9. 9. 10 Voice search is growing
  10. 10. 11 AI IS CHANGING THE ASSISTANCE FIELD Through ASR (automated speech recognition), devices are capable of interacting with humans on phone calls. Video - https://www.youtube.com/watch?v=D5VN56jQMWM
  11. 11. 12 ACCURACY OF VOICE DEVICES HAVE ALSO INCREASED 20 15 10 5 0 Speech Recognition Word Error Rate (en-US) 16 8.5 6.7 5.2 4.9 Human Recognition 4.5 4.0 3.5 3.0 0 Speech Generation Naturalness (en-US) 3.19 5.0 4.097 4.11 4.152 4.168 4.291 Human speech 2.5 2.0 1.5 1.0
  12. 12. Basic tasks remain the norm. However, the behaviour of consumers using voice assistants to purchase goods is already present (40% have already tried). Source: Voicebot Smart Speaker Adoption Report January 2018 USE CASE FREQUENCY
  13. 13. Trust remains the main barrier. Users are reluctant to purchase certain types of products. 25% of users would not consider purchasing through their Voice Assistants 46% said “I don’t trust my voice assistant to correctly interpret and process my order” 45% said “I don’t trust or feel comfortable sending payment through my voice assistant”
  14. 14. 15 Convenience is a first factor of success because talking takes less time than typing. Connectivity between devices and connected homes is a second driver of success as assistants allow centralised human-computer interactions. Machine Learning is also highly important from a consumer standpoint as it enables facilitation of their daily interactions with devices. VOICE ASSISTANTS ARE THE RESULT OF CONSUMERS EAGER TO FACILITATE INTERACTIONS WITH DEVICES
  15. 15. 16 Voice Marketing 2
  16. 16. 17 23% of people used voice search or voice command at least once a day in 2018* * Source: Higher Visibility, 2019 ** Source: Gartner, 2018 30% of all browsing sessions will include voice search by 2020 **
  17. 17. Amongst all searches, Voice Commerce is expected to grow significantly in the coming years. VOICE COMMERCE SALES 2017, 2022 IN US & UK 18 0 13 25 38 50 2017 2022 US UK Source: OC&C,2018 $40 BILLION $5 BILLION $1,8 BILLION $0,2 BILLION
  18. 18. 19 “OK Google, how can I drive sales from voice searches?” In a context where voice searches are becoming more and more important and that people use voice assistants to purchase, there is an opportunity for brands to convert this into sales.
  19. 19. 20 TWO MAIN PLAYERS IN THE VOICE FIELD
  20. 20. 21 GET THE BASICS RIGHT Voice SEO is the first thing to sort out. Make sure your content is optimised to be found by voice devices.
  21. 21. 22 Mobile speed is a key factor for SEO so make sure your website delivers good results. Google has a tool called “Page Speed Insights” helping to sort this out.
  22. 22. 23 CREATE RELEVANT CONTENT TO VOICE QUERIES C r e a t e c o n t e n t t o provide relevant answers to typical questions or information about your brands, products, events etc.
  23. 23. 24 DIFFERENCES BETWEEN VOICE AND TEXT SEARCH 1. 2. StrongerIntent 3.Querylength 4.MorelocalMorequestions Voices searches are 76.1% longer than text searches Text searches: 3-5 words queries / Voice searches: more natural questions Voice search: 3 times more likely to be used for local purposes Volume of searches are lower and more specific but intent is higher
  24. 24. 25 OPTIMISE YOUR WEBSITE FOR VOICE SEARCH Keywords FAQ page Local Optimisation INCREASE LENGTH Adapt content to conversational tone. Turn keywords used for SEO into questions. LONG-TAIL KEYWORDS Allows to source further long-tail keywords on a specific content. As such, frequently asked questions provide valuable content for voice searches because they are based on questions. LOCAL Create SEO-optimised content allowing to answer to local questions related to your business. Develop “Google My Business” for retail stores.
  25. 25. 26 BUILD ACTIONS / SKILLS Google and Amazon offer the possibility for brands to create custom interactions with users.
  26. 26. ALEXA SKILL
  27. 27. 28 Alexa skills are like apps. You can enable and disable skills, using the Alexa app, in the same way that you install and uninstall apps on your smartphone or tablet. Skills are voice-driven Alexa capabilities. WHAT IS AN ALEXA SKILL DEFINITION
  28. 28. 29 The Skill ecosystem is very similar to the Apple Appstore.
  29. 29. 30 ALEXA SKILLS KIT Create Great Content : ASK is how you connect to your consumer Lives In The Cloud Automated Speech Recognition (ASR) Natural Language Understanding (NLU) Machine Learning ALEXA VOICE SERVICE Unparalleled Distribution: AVS allows your content to be everywhere ALEXA’S FRAMEWORK
  30. 30. 31 ALEXA’S INTERACTIONS Alexa, open Dominos and place an order request Skill API response Do you want to place your easy order or most recent order? OPTIMISED THROUGH MACHINE LEARNING
  31. 31. 32 Amazon provide tools and kits to support developers in building skills.
  32. 32. 33 THEY ALREADY HAVE THEIR SKILLS
  33. 33. 34 DRIVING USAGE CRM SOCIAL ONLINE VIDEO WEBSITE Drive Acquisition Educate
  34. 34. 35 MAIN CHALLENGE: RETENTION The average retention rate for an Alexa skill after a week is around 3%*. It is therefore key to keep engaging users about your Skill to keep it in their mind. Source: Voicelabs, 2017
  35. 35. 36 LIMITATIONS • Language Availability - Alexa is only compatible with a small set of languages (currently English, French, German, Italian, Japanese and Spanish) • Language Restriction - Users who interact with Alexa in a particular language can only use skills that support that language. • Amazon Sites - if you want your skill to drive purchase on Amazon, it needs to be connected to one of the Amazon sites (UK, FR, DE, IT, SP)
  36. 36. GOOGLE ASSISTANT
  37. 37. 38 ASSISTANT ACTIONS THROUGH ACTIONS ON GOOGLE Build a custom Action to engage with consumers in an intermodal way
  38. 38. 39 TWO WAYS TO BUILD ACTIONS
  39. 39. 40 RECOMMENDED PROCESS
  40. 40. 41 Cases 3
  41. 41. Ask Alexa Choose menu Choose drink Delivery
  42. 42. Nike Coach uses the Google Assistant platform to help you run better, safer and stronger
  43. 43. “Call of Duty skill provides you with critical intel, personalised instruction and after-action reports”
  44. 44. 48 Takeaways 4
  45. 45. Embracing a content marketing approach is key to succeed. Create relevant content to what people search/ask to be highly relevant for assistance.
  46. 46. Embrace the shift from keywords to conversational for good SEO. M a p t h e p ot e nt i a l c u s t o m e r s questions / queries to voice assistants to assess how to convert this in business opportunity.
  47. 47. Building a skill or an action is not a one- time job. Constantly, you should assess how to optimise it.
  48. 48. FINAL WORD 1.038 1.125 1.213 1.3 Very Low Frequency Low Frequency Medium Frequency High Frequency Very High Frequency WE ARE HERE EARLY ADOPTER ADVANTAGE There is a big benefit in being an early adopter in this new field. It is very likely that voice will become the norm in the near future. First adopters are more likely to be more successful because of their better ranking and existing presence. The competition is currently low for a lot of verticals and there is therefore an opportunity to become a leader easily in this area.
  49. 49. Questions?
  50. 50. Thank you. for all enquiries, reach out to mathieu.gillain@social-lab.eu

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