I’ve Got No Screens: Internet’s Screenless Future | SXSW 2018

I’ve Got No Screens: Internet’s Screenless Future | SXSW 2018
I've Got No Screens: Internet's Screenless Future #screenlessfuture
SXSW 2018 I’ve Got No Screens: Internet’s Screenless Future Christopher Ferrel Digital Strategy Director The Richards Group Fairmont Congressional A March 10, 2018 9:30 AM
#screenlessfuture DIGITAL STRATEGYChris Ferrel
#screenlessfuture Sites Apps Social Video Emails Banners Search DIGITAL STRATEGYChris Ferrel
#screenlessfuture
#screenlessfuture Sites Apps Social Video Emails Banners Search DIGITAL STRATEGYChris Ferrel = screen = screen = screen = screen = screen = screen = screen
DIGITAL STRATEGYChris Ferrel
DIGITAL SCREEN STRATEGYChris Ferrel
DIGITAL SCREEN STRATEGYChris Ferrel
Think like a screenless digital marketer
Think like a screenless digital marketer Mobile-first → voice-first Screens → speakers Visual-web → audio-web Face-down → chin-up
Think like a screenless digital marketer Mobile-first → voice-first Screens → speakers Visual-web → audio-web Face-down → chin-up Don’t over-invest in the screen
Think like a screenless digital marketer Mobile-first → voice-first
PC Internet Mobile Internet ? Source: Benedict Evans / Andreessen Horowitz “Ten Year Futures," 2017 Today, “mobile-first” is our top priority #screenlessfuture Today
#screenlessfuture
#screenlessfuture So 2017
PC Internet Mobile Internet AI Source: Benedict Evans / Andreessen Horowitz “Ten Year Futures," 2017 Artificial Intelligence is the next S curve to consider #screenlessfuture Today
PC Internet Mobile Internet AI Screenless Internet is one subset of AI Screenless InternetVoice Movement EEG Definition: an Internet-based task that is accomplished without the use of a screen #screenlessfuture Task buttons
Source: Amazon #screenlessfuture
#screenlessfutureSource: Aivvy Q
#screenlessfuture
#screenlessfutureSource: GE Photo, GeekWire
Digital voice assistants Voice-enabled speakers #screenlessfuture Have you used one of these?
Digital voice assistants Voice-enabled speakers #screenlessfuture Have you used one of these?
Why now?
IBM Shoebox, 1961
Computer speech recognition Source: “Word Accuracy Rate” ACM (1987-2012), Google (2013-2017) Voice assistants: a story of accuracy #screenlessfuture 0% 25% 50% 75% 100% 1987 1992 1997 2002 2007 2012 2017 95% = threshold for human accuracy
#screenlessfuture 0% 25% 50% 75% 100% 1987 1992 1997 2002 2007 2012 2017 Voice breakthrough I: read speech Read speech 1000 word vocabulary Computer speech recognition Source: “Word Accuracy Rate” ACM (1987-2012), Google (2013-2017) 95% = threshold for human accuracy
Voice breakthrough II: conversational speech #screenlessfuture 0% 25% 50% 75% 100% 1987 1992 1997 2002 2007 2012 2017 Read speech 1000 word vocabulary Conversational speech Computer speech recognition Source: “Word Accuracy Rate” ACM (1987-2012), Google (2013-2017) 95% = threshold for human accuracy
Rick Rashid Microsoft, 2012
Also 2012 2012
Voice breakthrough III: machine learning #screenlessfuture 0% 25% 50% 75% 100% 1987 1992 1997 2002 2007 2012 2017 Conversational speech Machine learning Read speech 1000 word vocabulary Computer speech recognition Source: “Word Accuracy Rate” ACM (1987-2012), Google (2013-2017) 95% = threshold for human accuracy
#screenlessfuture
#screenlessfuture
Think like a screenless digital marketer Screens → speakers
Voice assistant vs smartphone users (worldwide) Source: Voicelabs, eMarketer 2014 = year one for modern voice assistants 0 500 1,000 1,500 2,000 Years after introduction (start dates: 2007 iPhone launch vs 2014 Amazon Echo / hands-free Siri) 1 2 3 4 5 6 7 8 #screenlessfuture Smartphones Digital Voice Assistants 2014 2007 iPhone release Amazon Echo releaseHands-free Siri release +
Voice is outpacing early smartphone years Voice assistant vs smartphone users (worldwide) Source: Voicelabs, eMarketer 0 500 1,000 1,500 2,000 Years after introduction (start dates: 2007 iPhone launch vs 2014 Amazon Echo / hands-free Siri) 1 2 3 4 5 6 7 8 #screenlessfuture Smartphones Digital Voice Assistants 2017 2010
Voice will continue to outpace Voice assistant vs smartphone users (worldwide) Source: Voicelabs, eMarketer 0 500 1,000 1,500 2,000 Years after introduction (start dates: 2007 iPhone launch vs 2014 Amazon Echo / hands-free Siri) 1 2 3 4 5 6 7 8 #screenlessfuture Digital Voice Assistants 2021 Smartphones 2014
The early arms race favors Amazon Alexa Digital voice assistant users, US Source: eMarketer (2017) Amazon Echo users Google Home users Other voice-enabled speaker users All other voice-enabled digital assistant users 0 7,500,000 15,000,000 22,500,000 30,000,000 #screenlessfuture
But the arms race in voice has just begun #screenlessfuture
Who’s driving this adoption?
Digital voice assistants emotion analysis 44% joy, 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018) 0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Joy Anger #screenlessfuture
0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Digital voice assistants emotion analysis 44% joy Source: Crimson Hexagon, 71.1M social mentions (2014-2018) #screenlessfuture
Source: NBC
Voice skews older than most new tech Digital voice assistant age distribution Source: Google Data as of 3/7/2018, includes Google-defined lifestyle, psychographic, and behavioral audiences* 0% 10% 20% 30% 40% 18-24 25-34 35-44 45-54 55-64 65+ #screenlessfuture Digital Voice Assistants Early Tech Adopters *Audience defined as people in the US interested in Amazon Echo, Google Home, Cortana or Siri compared to people in the US interested in Augmented Reality, Virtual Reality, Internet of Things or Wearable Technology.
Source: CNET #screenlessfuture
0% 25% 50% 75% 100% 12/1/14 8/1/15 4/1/16 12/1/16 8/1/17 Anger #screenlessfuture Digital voice assistants emotion analysis 27% anger Source: Crimson Hexagon, 71.1M social mentions (2014-2018)
Voice still has a ways to go #screenlessfuture
Voice today = feature phones of early 00s = #screenlessfuture
Think like a screenless digital marketer Visual-web → audio-web #screenlessfuture
#screenlessfuture
% of respondents Digital Areas that Are Top Priorities in 2018 According to Client-Side Marketers Worldwide Social media engagement 26% Content marketing 25% Targeting and personalization 24% Customer journey management 23% Video content 22% Brand building/viral marketing 21% Multichannel campaign management 16% Content management 16% Marketing automation 16% % of respondents Digital Areas that Are Top Priorities in 2018 According to Client-Side Marketers Worldwide Social media engagement 26% Content marketing 25% Targeting and personalization 24% Customer journey management 23% Video content 22% Brand building/viral marketing 21% Multichannel campaign management 16% Content management 16% Marketing automation 16% Programmatic buying/optimization 4% Voice interfaces 2% None of the above 4% Note: n=4,123 Source: Econsultancy and Adobe, "Digital Intelligence Briefing: 2018 Digital Trends," Feb 13, 2018 235511 www.eMarketer.com Only 2% of marketers rank voice as a priority in 2018 Voice interfaces None of the above Note: n=4,123 Source: Econsultancy and Adobe, "Digital Intelligenc Trends," Feb 13, 2018 235511 #screenlessfuture
Marketing automation 16% Conversion rate optimization 14% Search engine marketing 12% Mobile optimization 12% Mobile app engagement 11% Social media analytics 10% Joining up online and online data 9% Customer scoring and predictive marketing 8% Real-time marketing 6% Programmatic buying/optimization 4% Voice interfaces 2% None of the above 4% Note: n=4,123 Source: Econsultancy and Adobe, "Digital Intelligence Briefing: 2018 Digital Trends," Feb 13, 2018 235511 www.eMarketer.com % of respondents Digital Areas that Are Top Priorities in 2018 According to Client-Side Marketers Worldwide Social media engagement 26% Content marketing 25% Targeting and personalization 24% Customer journey management 23% Video content 22% Brand building/viral marketing 21% Multichannel campaign management 16% Content management 16% Marketing automation 16% Programmatic buying/optimization 4% Voice interfaces 2% None of the above 4% Note: n=4,123 Source: Econsultancy and Adobe, "Digital Intelligence Briefing: 2018 Digital Trends," Feb 13, 2018 235511 www.eMarketer.com Only 2% of marketers rank voice as a priority in 2018 #screenlessfuture Voice interfaces None of the above Note: n=4,123 Source: Econsultancy and Adobe, "Digital Intelligenc Trends," Feb 13, 2018 235511
“The screens of the future will increasingly be speakers.” - Joy Howard, Sonos CMO #screenlessfuture
Source: Her (film), Warner Bros. 2013
What will screenless digital marketers do about it? #screenlessfuture
What will screenless digital marketers do about it? 5 not-so-bold predictions #screenlessfuture
Not-so-bold screenless prediction 1 of 5 Your brand voice, tone, and personality will be put under a microscope #screenlessfuture
“We cannot separate having a conversation from thinking about whom we are having that conversation with.” - Oren Jacob, PullString CEO #screenlessfuture
#screenlessfuture
#screenlessfuture Susan Bennett, voice of Siri
“The Internet”
Visual-web: how your brand looks Voice-web: how your brand looks at the world #screenlessfuture
Not-so-bold screenless prediction 2 of 5 Customer service will be complemented by voice assistants (and customers will actually find it useful) #screenlessfuture
#screenlessfuture
Not-so-bold screenless prediction 3 of 5 Websites will adapt to voice search #screenlessfuture
Voice searches are often longer than text searches #screenlessfuture
Not-so-bold screenless prediction 4 of 5 If you sell products online, you’ll sell your product through voice #screenlessfuture
#screenlessfuture
Not-so-bold screenless prediction 5 of 5 Voice search ads will be as common as text search ads #screenlessfuture
#screenlessfuture
#screenlessfuture
What will screenless digital marketers do about it? 5 bolder predictions #screenlessfuture
Bolder screenless prediction 1 of 5 Voice assistant platforms will monetize conversation data #screenlessfuture
#screenlessfuture “Hey Google, what’s the name of that dish Ashley loved from the first night of our honeymoon at Chef Mavro’s?”
#screenlessfuture “She loved the Lilikoi Malasadas. Wolf Appliance has a recipe for this, would you like me to read it?”
Bolder screenless prediction 2 of 5 Radio ads will find new life in audio pre-roll and post-roll #screenlessfuture
#screenlessfuture
#screenlessfuture
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Bolder screenless prediction 3 of 5 “Should I build a voice app?” is new version of 2007’s question: “should I build a mobile app?” #screenlessfuture
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What need would your voice app serve? #screenlessfuture
Bolder screenless prediction 4 of 5 Voice-first developers and publishers will become key partners for marketers #screenlessfuture
#screenlessfuture
#screenlessfuture
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Bolder screenless prediction 5 of 5 The best marketers won’t silo voice, they’ll integrate it into everything they do #screenlessfuture
Think like a screenless digital marketer Face-down → chin-up #screenlessfuture
#screenlessfuture
Source: IDEO
Source: IDEO
If you think “going forward” it will move forward. If you want it to move to the right or to the left, it will move from the left or right.
#screenlessfuture
One last thought #screenlessfuture
"Culture eats strategy.” - Peter Drucker #screenlessfuture
Think like a screenless digital marketer Mobile-first → voice-first Screens → speakers Visual-web → audio-web Face-down → chin-up Don’t over-invest in the screen #screenlessfuture
Thank you
I've Got No Screens: Internet's Screenless Future #screenlessfuture

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