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„Alexa, wo kann ich heute kontaktlos mit Freunden shoppen?“ - Wie Voice das Marketing verändert #AFBMC

Vortrag von Britta Heer auf der AllFacebook Markering Conference 2020 in München.

Details:
https://conference.allfacebook.de/

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„Alexa, wo kann ich heute kontaktlos mit Freunden shoppen?“ - Wie Voice das Marketing verändert #AFBMC

  1. 1. FACTS
  2. 2. EVOLUTION OF COMMAND TYPING TOUCHING TALKING
  3. 3. VARIETY
  4. 4. USER GERMANY SMART SPEAKER USERS IN GERMANY Soure: eMarketer,2020 2017 2018 2019 2020 4.3 m 8.6 m 11.7 m 20.75 m 5.2% 10.5% 14.2 % 25.0% % of populationSmart speaker users
  5. 5. Skeptics (No way!) Laggards 16% Conservatives (Hold on!) GOING MAINSTREAM EARLY MARKET The Chasm MAINSTREAM MARKET LATE MARKET Pragmatists (Stick with the herd!) Visionaries (Get ahead!) Early adopters 13.5% Techies (Try it!) Innovators 2.5% 25.00% 28.94 %
  6. 6. VOICE RECOGNITION ACCURACY GOOGLE MACHINE LEARNING ACHIEVING HIGHER ACCURACY 100% 90% 80% 70% 2013 2014 2015 2016 2017 95% 95% Threshold for Human AccuracyGoogle WorldAccuracyRate(%) Soure: Google (5/17) | Accuracy refers to English language Note: Data as 5/17/17 and refers to recognition accuracy for English language. Word error rate is evaluated using real world search data which is extremely diverse and more error prone than typical human dialogue.
  7. 7. TRENDING NOW
  8. 8. STARBUCKS VIRTUAL BARISTA VOICE
  9. 9. DIAGEO THE BAR
  10. 10. SOCIAL NETWORKS The voice as the new interface between human beings and machines Is this the beginning of a new era of voice-based networks?
  11. 11. AUDIO-BASED SOCIAL NETWORK: CLUBHOUSE LETS USERS CONNECT VIA VOICE CHAT THE FUTURE IS NOW: SOCIAL & VOICE
  12. 12. "HEY, THIS IS SNOOP DOGG. ARE YOU HOME?"
  13. 13. WHAT SHOULD MARKETEERS DO NOW?
  14. 14. Do not ignore, listen 1.
  15. 15. Do not ignore, listen 1. Rethink product names Learn to think like Alexa 2.
  16. 16. Rethink product names Learn to think like Alexa 2. Give your brand a voice: A new level of conversation is key 3.
  17. 17. How to act? Listen Rebranding Give your brand a voice Product names Do not ignore Content Conversation Short-term Long-termMidterm Reduction of brands?
  18. 18. LET�S BE PART OF THE (R)EVOLUTION AND ACT NOW
  19. 19. CONTACT BRITTA BY MAIL BRITTA.HEER@EDELMAN.COM ON TWITTER @BRITTAHEER ON LINKEDIN BRITTA HEER

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