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Shashi Bellamkonda - Giving Marketing a Voice - 10 Steps to Marketing Using Voice Assistants
- 1. MAY 2Shashi4TH 2017Shash marketing@surefirelocal.com GIVINGMARKETING A VOICE 10 steps for marketing with voice assistants Shashi Bellamkonda CMO Surefire Local & Adjunct Prof. Georgetown University
- 2. Computing Waves SignalA New Era Websites Mobile/Apps AI & Conversation Agents Desktop Browser Smartphone Voice Assistants 1989-------> 2007--------> 2016-------->
- 3. AI is alreadyhere Artificial intelligence is already happening all around us 55% of CMOs expect AI to have a “greater impact on marketing and communications than social media ever had”.* *Source: AI-Ready or Not: Artificial Intelligence Here We Come! Weber Shandwick & KRC Research 2016 3SurefireLocal.com
- 4. Google Has A.I.Across Products Search Search ranking Speech recognition Gmail Smart Reply Spam classification Photos Photos search Translate Text, graphic, and speech translations Android Keyboard & speech input Drive Intelligence in Apps YouTube Video recommendations Better thumbnails Cardboard Smart stitching Play App recommendations Game developer experience Ads Richer Text Ads Automated Bidding Chrome Search by Image Maps Street View image Parsing Local Search 4SurefireLocal.com
- 5. Voice Era ● SmartSpeakers creating demand for Voice Content ○ Always listening ○ Intelligent Conversation ○ High-fidelity audio ● Consumers want the convenience, intimacy, and discoverability of Voice Content
- 6. 67% of USPopulation will use Voice Assistants by 2019 35.6 million Americans will use a voice-activated assistant device at least once a month in 2017 Google- Almost 70 percent of requests to the Assistant are expressed in natural language, not the typical keywords people type in a web search
- 7. SurefireLocal.com 7 ● Everywhereyou need help, there’ll be a voice assistant ● Not just search transactions ● Knows your location ● Has Android/Smartphone Pay ● History of your actions On Demand Assistance Through Conversation Assistants
- 8. Amazon Leading inVoice-Enabled Speakers ● Amazon ahead in devices ● Google ahead in Machine Learning, voice queries ● Google introducing Assistants in all devices including iOS, Android
- 9. SurefireLocal.com 9 ● Needto enable Skill ● Alexa is better at transactions but not at search, has a persona ● Good for voice commerce ● Amazon Strategy is to win with device strategy - ○ Amazon Echo, Echo Dot, Echo Look, Echo Show Alexa Skills
- 10. SurefireLocal.com 10 2. Google’s strengthin search, geographical information, image recognition and natural language processing Google Shifts from Mobile First to A.I. First 1. A.I. first world, digital assistants follow you from device-to-device, phone, computer, watch, or living room speaker.
- 11. Marketing: Learning fromA.I./ML and Voice Interactions ● Discover - Predict quality of your leads ● Experience - Design your process to sale ● Recommend - Customize your products ● Automate - Lead management, communication ● Content for Voice search 11SurefireLocal.com
- 12. SurefireLocal.com 12 ● FragmentationChallenge: ○ Develop ■ Google Conversation Action ■ Alexa skill ■ Siri ... ■ Cortana and Bixby ● Lack of Publicly available voice query data ● No unified analytics Challenges today for Marketers
- 13. 10 Point Strategyfor Marketers
- 14. SurefireLocal.com 14 1.Start BuildingStructured Data ● Location: Proximity to Search ● Reputation: Google’s A.I. learning on Consumer-Business interaction and how “good’ the business is ● Presence: User needs vs. Information about the business
- 15. SurefireLocal.com 15 ● Thevoice era is already disrupting the connection between brands and consumers ● Connecting with consumers simply and conveniently by voice and owning a “name space” will be even more important than web SEO. 2. Own the name space
- 16. SurefireLocal.com 16 ● VoiceContent Connects with Consumers ○ Presence with on-brand messaging ○ Differentiate with Voice Persona™ ○ Intelligence to engage ○ Discoverability – Voice SEO & Voice Media ● Opportunity: Connect Direct with Consumers with Skills and Actions ● Urgency: Act NOW to create a presence for your brand. 3. Setup Voice Content Best Practices
- 17. 4. Build aVoice Map Talk to Insurance
- 18. 5. Measure CustomerJourney Across All Channels ThinkWithGoogle 18SurefireLocal.com
- 19. 6. Collect Dataon Stages along the customer journey across channels Post PurchasePurchaseEvaluation Fact Finding Idea Exploration Source: Mapping customer journeys in multichannel decision-making Wolny, Julia; Charoensuksai, Nipawan. Journal of Direct, Data and Digital Marketing Practice 19SurefireLocal.com
- 20. 7. Get FirstMover Advantage - Voice Space Structured Data & Analytics ● Customers intent ● Devices they are using ● Frame of mind before choosing a product ● Machine learning over time to find best route to choosing products ● Reduce or remove unnecessary steps
- 21. SurefireLocal.com 21 Cross PlatformVoice Engine ● Design and prototype a Voice Persona ● Integrate, test and deploy Supplement A.I. with continuous enhancements ● Natural Language Training & Cross platform hosting ● Voice SEO ● Diagnostics ● Voice Ads 8. Deploy A Voice App Platform
- 22. 9. Set theRight Expectations ● Voice vs. Web search results different ○ Voice is one chance to engage ● Still learning and developing at a rapid pace ● Too early to measure ROI to leads
- 23. SurefireLocal.com 23 10. IntegrateA.I. & Voice Platform Into Existing Marketing CRM & STRUCTURED DATA PLATFORM VOICE APP PLATFORM Amazon Echo - AI Structured Data Actions By Google Cortana by Microsoft Siri by Apple Analytics, Voice SEO
- 24. Questions? Download this presentationfrom Surefirelocal.com/dsdc17
- 25. Thank you Let’s Connect Shareyour marketing story with me: shashi@surefirelocal.com