Voice: how brands can seize the emerging opportunity
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Benni Lickfett, Global Head of Emerging Technology & Innovation. The global voice market is tipped to reach $126.5 billion by 2023. Marketing and advertising are key drivers of growth as mobile, AI and IoT changes the way we search, shop and engage with brands. Like any disruptive technology, there will be successes and failures and timing is everything. Diageo sees huge opportunity in voice and this session will tackle how marketers can benefit from embracing the tech in a considered and strategic way.
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Voice: how brands can seize the emerging opportunity
- 1. Voice: how brands can seize the emerging opportunity Benni Lickfett – Diageo, Head of Technology & Innovation, Europe
- 2. HI, I AM BENNI. I WORK IN TECHNOLOGY & INNOVATION AT DIAGEO.
- 3. NOW WHY SHOULD ANYONE CARE ABOUT VOICE? Great Technology makes people’s lives easier 68% use Voice because it’s fast. Humans can speak 4x faster than type 58% use Voice because the answer is read back to them 57% use Voice because they don’t have to type Younger and older audiences are adapting fast The tech actually works now Voice interfaces
- 4. THE NEXT STEP IN MORE INTUITIVE INTERFACES… 2018
- 5. WITH ASIA LEADING THE WAY
- 6. AND ALL THE BIG GUYS ARE BETTING ON IT!
- 7. • 25% of mobile queries are voice based • 2 in 5 Adults in the UK use voice search regularly • Google predicts that by 2020 50% of all searches will be voice based • Capgemini expect voice based commerce to reach 40 Billion USD by 2020 DON’T GET DISTRACTED BY SMART SPEAKER THOUGH… IT’S ALREADY HERE.
- 8. SURE, IT’S EARLY DAYS AND A LOT OF INTERACTIONS ARE TRANSACTIONAL OR A GIMMICK… Amazon Skill Usage 2017
- 9. BUT IT’S MATURING, DRIVEN BY UTILITY
- 10. AND BRANDS ARE EXPLORING UNIQUE VOICE FIRST USE CASES
- 11. AND WHAT ABOUT VOICE COMMERCE?
- 12. WITH A UNIQUE WINNER TAKES IT ALL DYNAMIC
- 13. SO WHAT’S OUR APPROACH TO SEIZING THE VOICE OPPORTUNITY?
- 14. DESIGNING FOR VOICE IS DIFFERENT WE PARTNER WITH SPECIALISTS TO LEARN AND WIN TOGETHER - You don’t follow a visual hierarchy - Voice & screen need to work together - The Eco-system is still fragmented - Linguistics are complex - No room for error - Lots of unexplored use cases Innovation principles apply… - Move at speed - Keep it lean - Consumer First - fix a problem - Don’t outsource the learnings - Collaborate
- 15. DELIVERING NOW AND BUILDING FOR THE FUTURE OPTIMISING OUR CONTENT DELIVERING UTILITY & GREAT BRAND EXPERIENCES DEVELOPING NEW USE CASES AND STANDOUT EXPERIENCES
- 16. OPTIMISING OUR CONTENT FOR A VOICE FIRST WORLD
- 18. ENABLING USERS TO CREATE GREAT COCKTAILS AT HOME 37% added cocktail ingredients to their shopping list
- 19. CREATING AN AUDIO WHISKY TASTING EXPERIENCE
- 20. 20 DEVELOP NEW USE CASES THROUGH EXPIREMENTATION
- 22. VIEWING IT AS AN OPPORTUNITY TO DRIVE GROWTH
- 23. 23 QUESTIONS?
Editor's Notes
- Leading premium drinks company in the world. Over 200 brands in 100+ countries At the centre of our brands is the experience - Celebrating life, every where, every day Sports is obviously a big passion points for our consumers – Guinness Rugby, Pimms and Wimbledon or F1 and Johnnie Walker
- China 55% mobile payments Japanese keyboard Alibabas Tmall Genie
- Globally 24 million voice devices sold last year
- Alexa Song Quiz
- WATCH-OUT: Winner Takes it all Ads will launch and be even more competitive/pricier
- So we try to take the most pragmatic approach possible and borrow from start-ups, we want to keep it lean, get stuff done and into market. Rapid experimentation Borrowed from culture eats strategy for breakfast Feel sorry for the poor chaps when they are in the water for the first time We conducted over 25 pilots in the last 12 month in Europe alone
- LET’S not spend month building sonic brand identities
- Voice adoption to grow by 2020 – 50% of all search queries will be via voice 57% of these are on mobile 76% only use voice with one device Smart home devices don’t currently have a SEO ‘marketplace’ as such – will come onto this towards the end, hence why mobile leads Older generations adopting voice as it is a utility Dad – struggling to see and not tech savvy. Voice allows him to action decisions through his device The way people search via voice is different to written search – more detail Central search approach (managed centrally across the portfolio – funding available)
- NEED TO UNDERSTAND HOW WE CAN DRIVE INTO THE EXPERIENCE MORE EFFECTIVELY TEST IN OTHER MARKETS
- •Took the Echo away from it’s natural environment •Developed a skill for the on-trade •Skill allows consumer to: •Explore the menu via a voice activated and touch screen interface •Fulfil order via the device •Efficiencies driven: •Less time taken to order (no requirement to signal staff for attention/wait in line at the bar) •Bar staff drinks output at higher turnover •Symbiotic relationship between staff and technology •To be showcased at exec of key GB account, Stonegate •Displaying to the trade that we are not only forward thinking, but also willing to invent on their behalf STONEGATE ASKED US TO DEMONSTRATE THIS AT THEIR SESSION – inventing on behalf on our trade customers