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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
By Laurence Minsky; Susan Westwater; Scot Westwater and Colleen Fahey - Foreword by Philip Kotler
Inhaltsangabe
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
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
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