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"Giving Your Brand A Voice" at Mumbrella's Audioland 2023
- 1. GIVING YOUR BRAND A VOICE Jen Beirne – Head of Brand & Customer Marketing Sam Barrett – Head of Business Development ©2023, Amazon.com or its affiliates. All rights reserved
- 2. Amazon Confidential ©2023, Amazon.com or its affiliates. All rights reserved What you’ll learn today 1. What is voice and ambient intelligence? 2. How brands are thinking about voice 3. How you can give your brand a voice
- 3. Using voice is the most intuitive form of human communication.
- 4. From Voice to Ambient Intelligence Ubiquitous Proactive Always Learning Amazon.com Confidential – Internal Only
- 5. The Echo Device Family 5
- 7. Play music, podcasts and radio Send and receive messages Make calls Get help around the house with timers, alarms, calendar, lists, recipes Access information, news, sports scores, weather Control compatible smart home devices Access Alexa skills
- 8. ©2023, Amazon.com or its affiliates. All rights reserved Alexa now handles billions of interactions every week in more than 80 countries and in 15 languages* *English (AU), English (CA), English (IN), English (UK), English (US), French (CA), French (FR), German (DE), Hindi (IN), Italian (IT), Japanese (JP), Portuguese (BR), Spanish (ES), Spanish (MX), Spanish (US)
- 9. avg. number of Smart Speaker devices an Aussie owns* 2.0 of Australians own a Smart Speaker* 28% Interesting Customer Insights: Australia *Infinite Dial report, Australia ’22 **Amazon internal data customers engage with audio every day** 20%
- 10. *based on monthly usage data Interesting Customer Insights: Australia
- 11. Amazon Confidential So what does this mean for brands? ©2021, Amazon.com or its affiliates. All rights reserved
- 13. Why voice? Voice = A New Communication & Distribution Channel. Improve overall brand awareness Drive deeper engagement with your customers Attract new customers ©2021, Amazon.com or its affiliates. All rights reserved
- 14. Source: The Power of Actionable Audio Ads - Octave Smart Speaker Audio Ads: Engagement Uplift
- 15. Source: The Power of Actionable Audio Ads - Octave
- 16. ©2023, Amazon.com or its affiliates. All rights reserved Taste.com.au Recipes ©2021, Amazon.com or its affiliates. All rights reserved Continued brand reinforcement Alexa, ask Taste for lamington recipes. Sure. Here’s a few recipes from taste.com.au
- 17. ©2021, Amazon.com or its affiliates. All rights reserved Nova Entertainment • Access live and on demand radio, podcasts and shows • Find out who you are listening to in real time • Let them know when you like or dislike a song
- 18. ©2021, Amazon.com or its affiliates. All rights reserved Share a Coke with Alexa Goal: Allocate 2k personalized bottles via Alexa over 2 week period 24hrs Allocation exhausted 2nd Allocation exhausted (6k) 48hrs
- 19. ©2021, Amazon.com or its affiliates. All rights reserved Nestle: Unwrap a Baci • Reinforce brand ownership of seasonal event (Valentine’s Day) • Extends their campaign to a new audience • Drives deeper engagement and recall with those that already associate Baci with V-day • Simple execution – surprise and delight Valentine's Day is approaching and the Cloud is filled with Baci Perugina, unwrap them with Alexa “Alexa, unwrap a Baci”
- 20. ©2021, Amazon.com or its affiliates. All rights reserved AMEX x SCA • AMEX leveraged voice as a channel to extend their “Shop Small” campaign • Sponsored SCA’s ‘The Locals’ Guide’ in Sydney • Provides hyper local information to smart speaker audience
- 21. Next Steps Got an idea? Get in touch with the Alexa team Trial Targeted Ads via your Content Partners Start to include Voice as a BAU comms channel
- 22. Thank you ©2023, Amazon.com or its affiliates. All rights reserved