Laurence Minsky, Susan Westwater, Scot Westwater
Voice Marketing
Harnessing the Power of Conversational AI to Drive Customer Engagement
Laurence Minsky, Susan Westwater, Scot Westwater
Voice Marketing
Harnessing the Power of Conversational AI to Drive Customer Engagement
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Voice Marketing is filled with real-world examples and behind-the-scenes stories, grounded in research-based theory and clear-eyed practice on how to use conversational AI. The ideas are immediately implementable, so marketers can get the most out of voice right from the start.
Voice Marketing is filled with real-world examples and behind-the-scenes stories, grounded in research-based theory and clear-eyed practice on how to use conversational AI. The ideas are immediately implementable, so marketers can get the most out of voice right from the start.
Produktdetails
- Produktdetails
- Verlag: Rowman & Littlefield Publishers
- Seitenzahl: 218
- Erscheinungstermin: 27. Juli 2023
- Englisch
- Abmessung: 260mm x 183mm x 16mm
- Gewicht: 616g
- ISBN-13: 9781538155394
- ISBN-10: 1538155397
- Artikelnr.: 67864815
- Verlag: Rowman & Littlefield Publishers
- Seitenzahl: 218
- Erscheinungstermin: 27. Juli 2023
- Englisch
- Abmessung: 260mm x 183mm x 16mm
- Gewicht: 616g
- ISBN-13: 9781538155394
- ISBN-10: 1538155397
- Artikelnr.: 67864815
By Laurence Minsky; Susan Westwater; Scot Westwater and Colleen Fahey - Foreword by Philip Kotler
Foreword by Philip Kotler
Chapter 1: Marketing over Voice Applications
Guest Perspective 1: The Marketing Industry is Up Next for AI Disruption,
by Paul Roetzer, AI Marketing Institute
Guest Perspective 2: The Google Voice Landscape, by Danny Bernstein,
formerly of Google
Extended Case Study: Nike & Reebok New Product Introductions
Chapter 2: Branding in a Voice-First World
Guest Perspective 1: Why Brands Have a Crucial Role to Play in Our
Voice-Activated Digital Future, by David Roth, The Store - WPP, BrandZ, and
BAV Group
Guest Perspective 2: Deviating from General Purpose Assistants: Custom
Intelligent Voice Assistants, by Jason Fields, Voicify
Extended Case Study: General Mills Lucky Charms Brand Building
Chapter 3: Audio Branding and Its Importance
Guest Perspective 1: The Science of Voice Branding, by Charles Spence,
Oxford University
Guest Perspective 2: Black Voices Matter: The Quest for Sonic Diversity, by
Steve Keller, Studio Resonate, SXM Media
Extended Case Study: McDonald's UK Mobile Voice Ordering
Chapter 4: Understanding the Audience for Voice
Guest Perspective: Algorithmic Bias in Audio AI, by Kalinda Ukanwa,
University of Southern California
Extended Case Study: Butterball Turkey Voice Hotline
Chapter 5: Data Privacy and Ethical Considerations
Guest Perspective: Trust: The Essential Element for the Growth of Voice
Assistance, by John Stein, the Open Voice Network
Extended Case Study: Sony Hand Wash Tunes Help Families Fight COVID 19
Chapter 6: Goals and KPIs for Voice Marketing
Guest Perspective: Some Notes on Recent Voice Research: Listen to the
Second Voice, by Michael Brazeal, Roosevelt University
Extended Case Study: Allstate Customer Care
Chapter 7: Developing Marketing Content for Voice
Guest Perspective: Content That Keeps Them Coming Back, by Sarah Andrew
Wilson, Matchbox.io
Extended Case Study: Dominos
Chapter 8: The Advantage of Marketing the Voice Experience
Guest Perspective 1: Build It and They Won't Come: Shout It from the
Rooftops and They Will, by James Poulter and Suze Cooper, Vixen Labs,
Guest Perspective 2: Beyond the Smart Speaker, Roger Kibbe, North America
Bixby Labs, Samsung Research Americas
Extended Case Study: Using Your Voice to Share a Coke
Chapter 9: Analyzing, Maintaining, and Refining a Voice Strategy
Guest Perspective: Voice Analytics: Getting from Learning to Real World
Value, by Romina Pankoke, Vixen Labs and Women in Voice
Extended Case Study: Finish Dishwasher Pro Detergent
Chapter 10: Voice Implementations Across Industries
Automotive Perspective: Industry Implications of Voice: Opportunities of
Voice Apps in the Car, by Shyamala Prayaga, formerly of Ford Motor Company
Banking, Finance & Insurance Perspective: Improving the Customer Experience
While Improving Operations, Robin Keira, Digitalscouting
Entertainment Perspective: Entertainment, Entertainment Marketing and Voice
Tech, Donald Buckley Treehouse and (previously)Warner Bros.
Healthcare Perspective: Supporting Post Op Patients, by Sirish Kondabalu,
Orthobullets
Retail Perspective: The Effect That Voice Will Have on Retail, by Gwen
Morrison, WPP's Global Retail Practice and Candezant Advisory and Manolo
Almagro, Q Division
Extended Case Study: Mercedes Benz In-Care Experience
Chapter 11: Voice for Now and the Future
Glossary
Further Reading
Acknowledgments
About the Authors
Index
Chapter 1: Marketing over Voice Applications
Guest Perspective 1: The Marketing Industry is Up Next for AI Disruption,
by Paul Roetzer, AI Marketing Institute
Guest Perspective 2: The Google Voice Landscape, by Danny Bernstein,
formerly of Google
Extended Case Study: Nike & Reebok New Product Introductions
Chapter 2: Branding in a Voice-First World
Guest Perspective 1: Why Brands Have a Crucial Role to Play in Our
Voice-Activated Digital Future, by David Roth, The Store - WPP, BrandZ, and
BAV Group
Guest Perspective 2: Deviating from General Purpose Assistants: Custom
Intelligent Voice Assistants, by Jason Fields, Voicify
Extended Case Study: General Mills Lucky Charms Brand Building
Chapter 3: Audio Branding and Its Importance
Guest Perspective 1: The Science of Voice Branding, by Charles Spence,
Oxford University
Guest Perspective 2: Black Voices Matter: The Quest for Sonic Diversity, by
Steve Keller, Studio Resonate, SXM Media
Extended Case Study: McDonald's UK Mobile Voice Ordering
Chapter 4: Understanding the Audience for Voice
Guest Perspective: Algorithmic Bias in Audio AI, by Kalinda Ukanwa,
University of Southern California
Extended Case Study: Butterball Turkey Voice Hotline
Chapter 5: Data Privacy and Ethical Considerations
Guest Perspective: Trust: The Essential Element for the Growth of Voice
Assistance, by John Stein, the Open Voice Network
Extended Case Study: Sony Hand Wash Tunes Help Families Fight COVID 19
Chapter 6: Goals and KPIs for Voice Marketing
Guest Perspective: Some Notes on Recent Voice Research: Listen to the
Second Voice, by Michael Brazeal, Roosevelt University
Extended Case Study: Allstate Customer Care
Chapter 7: Developing Marketing Content for Voice
Guest Perspective: Content That Keeps Them Coming Back, by Sarah Andrew
Wilson, Matchbox.io
Extended Case Study: Dominos
Chapter 8: The Advantage of Marketing the Voice Experience
Guest Perspective 1: Build It and They Won't Come: Shout It from the
Rooftops and They Will, by James Poulter and Suze Cooper, Vixen Labs,
Guest Perspective 2: Beyond the Smart Speaker, Roger Kibbe, North America
Bixby Labs, Samsung Research Americas
Extended Case Study: Using Your Voice to Share a Coke
Chapter 9: Analyzing, Maintaining, and Refining a Voice Strategy
Guest Perspective: Voice Analytics: Getting from Learning to Real World
Value, by Romina Pankoke, Vixen Labs and Women in Voice
Extended Case Study: Finish Dishwasher Pro Detergent
Chapter 10: Voice Implementations Across Industries
Automotive Perspective: Industry Implications of Voice: Opportunities of
Voice Apps in the Car, by Shyamala Prayaga, formerly of Ford Motor Company
Banking, Finance & Insurance Perspective: Improving the Customer Experience
While Improving Operations, Robin Keira, Digitalscouting
Entertainment Perspective: Entertainment, Entertainment Marketing and Voice
Tech, Donald Buckley Treehouse and (previously)Warner Bros.
Healthcare Perspective: Supporting Post Op Patients, by Sirish Kondabalu,
Orthobullets
Retail Perspective: The Effect That Voice Will Have on Retail, by Gwen
Morrison, WPP's Global Retail Practice and Candezant Advisory and Manolo
Almagro, Q Division
Extended Case Study: Mercedes Benz In-Care Experience
Chapter 11: Voice for Now and the Future
Glossary
Further Reading
Acknowledgments
About the Authors
Index
Foreword by Philip Kotler
Chapter 1: Marketing over Voice Applications
Guest Perspective 1: The Marketing Industry is Up Next for AI Disruption,
by Paul Roetzer, AI Marketing Institute
Guest Perspective 2: The Google Voice Landscape, by Danny Bernstein,
formerly of Google
Extended Case Study: Nike & Reebok New Product Introductions
Chapter 2: Branding in a Voice-First World
Guest Perspective 1: Why Brands Have a Crucial Role to Play in Our
Voice-Activated Digital Future, by David Roth, The Store - WPP, BrandZ, and
BAV Group
Guest Perspective 2: Deviating from General Purpose Assistants: Custom
Intelligent Voice Assistants, by Jason Fields, Voicify
Extended Case Study: General Mills Lucky Charms Brand Building
Chapter 3: Audio Branding and Its Importance
Guest Perspective 1: The Science of Voice Branding, by Charles Spence,
Oxford University
Guest Perspective 2: Black Voices Matter: The Quest for Sonic Diversity, by
Steve Keller, Studio Resonate, SXM Media
Extended Case Study: McDonald's UK Mobile Voice Ordering
Chapter 4: Understanding the Audience for Voice
Guest Perspective: Algorithmic Bias in Audio AI, by Kalinda Ukanwa,
University of Southern California
Extended Case Study: Butterball Turkey Voice Hotline
Chapter 5: Data Privacy and Ethical Considerations
Guest Perspective: Trust: The Essential Element for the Growth of Voice
Assistance, by John Stein, the Open Voice Network
Extended Case Study: Sony Hand Wash Tunes Help Families Fight COVID 19
Chapter 6: Goals and KPIs for Voice Marketing
Guest Perspective: Some Notes on Recent Voice Research: Listen to the
Second Voice, by Michael Brazeal, Roosevelt University
Extended Case Study: Allstate Customer Care
Chapter 7: Developing Marketing Content for Voice
Guest Perspective: Content That Keeps Them Coming Back, by Sarah Andrew
Wilson, Matchbox.io
Extended Case Study: Dominos
Chapter 8: The Advantage of Marketing the Voice Experience
Guest Perspective 1: Build It and They Won't Come: Shout It from the
Rooftops and They Will, by James Poulter and Suze Cooper, Vixen Labs,
Guest Perspective 2: Beyond the Smart Speaker, Roger Kibbe, North America
Bixby Labs, Samsung Research Americas
Extended Case Study: Using Your Voice to Share a Coke
Chapter 9: Analyzing, Maintaining, and Refining a Voice Strategy
Guest Perspective: Voice Analytics: Getting from Learning to Real World
Value, by Romina Pankoke, Vixen Labs and Women in Voice
Extended Case Study: Finish Dishwasher Pro Detergent
Chapter 10: Voice Implementations Across Industries
Automotive Perspective: Industry Implications of Voice: Opportunities of
Voice Apps in the Car, by Shyamala Prayaga, formerly of Ford Motor Company
Banking, Finance & Insurance Perspective: Improving the Customer Experience
While Improving Operations, Robin Keira, Digitalscouting
Entertainment Perspective: Entertainment, Entertainment Marketing and Voice
Tech, Donald Buckley Treehouse and (previously)Warner Bros.
Healthcare Perspective: Supporting Post Op Patients, by Sirish Kondabalu,
Orthobullets
Retail Perspective: The Effect That Voice Will Have on Retail, by Gwen
Morrison, WPP's Global Retail Practice and Candezant Advisory and Manolo
Almagro, Q Division
Extended Case Study: Mercedes Benz In-Care Experience
Chapter 11: Voice for Now and the Future
Glossary
Further Reading
Acknowledgments
About the Authors
Index
Chapter 1: Marketing over Voice Applications
Guest Perspective 1: The Marketing Industry is Up Next for AI Disruption,
by Paul Roetzer, AI Marketing Institute
Guest Perspective 2: The Google Voice Landscape, by Danny Bernstein,
formerly of Google
Extended Case Study: Nike & Reebok New Product Introductions
Chapter 2: Branding in a Voice-First World
Guest Perspective 1: Why Brands Have a Crucial Role to Play in Our
Voice-Activated Digital Future, by David Roth, The Store - WPP, BrandZ, and
BAV Group
Guest Perspective 2: Deviating from General Purpose Assistants: Custom
Intelligent Voice Assistants, by Jason Fields, Voicify
Extended Case Study: General Mills Lucky Charms Brand Building
Chapter 3: Audio Branding and Its Importance
Guest Perspective 1: The Science of Voice Branding, by Charles Spence,
Oxford University
Guest Perspective 2: Black Voices Matter: The Quest for Sonic Diversity, by
Steve Keller, Studio Resonate, SXM Media
Extended Case Study: McDonald's UK Mobile Voice Ordering
Chapter 4: Understanding the Audience for Voice
Guest Perspective: Algorithmic Bias in Audio AI, by Kalinda Ukanwa,
University of Southern California
Extended Case Study: Butterball Turkey Voice Hotline
Chapter 5: Data Privacy and Ethical Considerations
Guest Perspective: Trust: The Essential Element for the Growth of Voice
Assistance, by John Stein, the Open Voice Network
Extended Case Study: Sony Hand Wash Tunes Help Families Fight COVID 19
Chapter 6: Goals and KPIs for Voice Marketing
Guest Perspective: Some Notes on Recent Voice Research: Listen to the
Second Voice, by Michael Brazeal, Roosevelt University
Extended Case Study: Allstate Customer Care
Chapter 7: Developing Marketing Content for Voice
Guest Perspective: Content That Keeps Them Coming Back, by Sarah Andrew
Wilson, Matchbox.io
Extended Case Study: Dominos
Chapter 8: The Advantage of Marketing the Voice Experience
Guest Perspective 1: Build It and They Won't Come: Shout It from the
Rooftops and They Will, by James Poulter and Suze Cooper, Vixen Labs,
Guest Perspective 2: Beyond the Smart Speaker, Roger Kibbe, North America
Bixby Labs, Samsung Research Americas
Extended Case Study: Using Your Voice to Share a Coke
Chapter 9: Analyzing, Maintaining, and Refining a Voice Strategy
Guest Perspective: Voice Analytics: Getting from Learning to Real World
Value, by Romina Pankoke, Vixen Labs and Women in Voice
Extended Case Study: Finish Dishwasher Pro Detergent
Chapter 10: Voice Implementations Across Industries
Automotive Perspective: Industry Implications of Voice: Opportunities of
Voice Apps in the Car, by Shyamala Prayaga, formerly of Ford Motor Company
Banking, Finance & Insurance Perspective: Improving the Customer Experience
While Improving Operations, Robin Keira, Digitalscouting
Entertainment Perspective: Entertainment, Entertainment Marketing and Voice
Tech, Donald Buckley Treehouse and (previously)Warner Bros.
Healthcare Perspective: Supporting Post Op Patients, by Sirish Kondabalu,
Orthobullets
Retail Perspective: The Effect That Voice Will Have on Retail, by Gwen
Morrison, WPP's Global Retail Practice and Candezant Advisory and Manolo
Almagro, Q Division
Extended Case Study: Mercedes Benz In-Care Experience
Chapter 11: Voice for Now and the Future
Glossary
Further Reading
Acknowledgments
About the Authors
Index