“Hey Google, how can you help me reach more customers and strengthen my brand?”
Voice-enabled technologies are an integral part of our lives, and they present vast opportunities for marketers who are up to the challenge. With Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement, marketers learn key strategies and tactics of the voice world while following a clear roadmap for developing and executing a voice marketing program.
How should marketers best approach voice and conversational AI to ensure an optimal return on their investments? Since voice can both activate consumer behavior and help build the brand image, what is the right media mix for a marketer? How does voice fit with a marketer’s other channels, particularly online and mobile? What is appropriate content for this new channel and how can a marketer best go about creating that content? What are the legal and ethical issues that marketers need to address? What makes for a good development partner to implement voice initiatives? And what metrics should marketers use to judge the success of their voice efforts?
Filled with real-world examples and behind-the-scenes stories, Voice Marketing is grounded in research-based theory and decades of experience. Case studies from the Allstate, Butterball, Coca-Cola, Domino's, Lucky Charms, Mercedes, Nike, Sony, Tide, and more combine with guest perspectives from the worlds of conversational AI, voice technology, academia, and marketing to deliver a ready-to-implement plan for success in the voice environment.
Laurence Minsky is professor of communications at Columbia College in Chicago and consults for leading agencies, corporations, and nonprofits. He co-authored Audio Branding,The Activation Imperative and seven other acclaimed business books.
Susan Westwater is co-founder/CEO of Pragmatic Digital, which helps brands capitalize on voice and conversational AI. She is co-author of Voice Strategy and is recognized as a top influencer regarding voice and conversational AI marketing programs.
Scot Westwater is co-founder/CCO of Pragmatic Digital, he helps companies improve their marketing and customer experiences through voice and conversational AI. He is the co-author of Voice Strategy and leverages design, UX, and digital strategy to create effective voice experiences.
Colleen Fahey is US Managing Director, Sixième Son, the world’s leading sonic branding agency. She previously worked with Publicis Groupe to bring non-traditional marketing to leading brands in the US, Europe, Asia, and Latin America, and co-authored Audio Branding.
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, 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 Kondabolu, 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
About the Authors
Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement is an insightful and informative book that demystifies the world of voice assistants and provides practical strategies for leveraging this emerging technology to drive business growth. The authors' clear and concise writing style makes complex topics easy to understand, making this book a must-read for anyone looking to stay ahead of the curve in the rapidly evolving world of marketing.
This book charts the many possibilities for a completely new form of interaction between customers and brands. Progress in this field will happen very fast, and the rewards for people who master the interface first will be disproportionately large. Reading this book will improve your odds immensely.
As conversational AI moves from being “nice to have” to “must have,” Voice Marketing is a must-read for those looking to implement conversational AI in their customer experience strategy, offering valuable insights and expertise from industry pioneers. The book provides a comprehensive guide to leveraging this emerging technology to enhance customer engagement and satisfaction.
Voice Marketing is the go-to resource for brands to understand what voice marketing is, how it works, and why they need to invest in it today. I love the mix of storytelling with research sprinkled throughout the book. It has everything from case studies, to the importance of audio branding and even what role AI will play in the future of voice marketing. A must-read to ensure your brand will be found when consumers call for it.
When it comes to voice marketing, so many of us simply learned by doing, even if it meant occasionally messing up our “wake word” or inadvertently placing an Amazon order. We have learned what our devices sound like, just as we learned to recognize particular sonic branding and needle-drops. In their new book, Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement, Minsky, Westwater, Westwater, and Fahey show us just how much we have left to learn, with great breadth and depth. There is an element of reading the future here too, as the wildly growing worlds of AI and language models are addressed. Throughout the chapters, the importance of how to best serve prospects and customers remains at the forefront.
We interact increasingly with artificial intelligence through voice prompts, and by way of those interactions, we experience a world that we are only starting to see. In their book, Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement, Minsky, Westwater, Westwater, and Fahey do a phenomenal job demystifying where voice marketing is today and how it will fit into consumers’ daily interactions with brands.
How has AI changed daily life? The digital world is now conversational. There are 500 million Alexa-enabled devices. Apple Siri and Google Assistant are available on billions of smartphones, in cars, and household gadgets. ChatGPT amassed 100 million monthly active users faster than any application is history. Is your brand conversation-ready? The authors have laid out a strategic and practical guide to navigate the shift to conversational customer interactions. Read it to understand how AI is changing the digital landscape. Use it to seize opportunities and avoid common pitfalls.
Brands have an opportunity to connect to audiences using voice technology, giving new life to brand personalities. According to sonic branding experts Colleen Fahey, Laurence Minsky, Susan Westwater and Scot Westwater, the brands that will remain relevant in the future will be those that put customer needs first by embracing the shift into a “voice-first” world. Learn how brands are harnessing the power of voice experiences across industries and how best to craft your own. As machine learning and AI expand the possibilities of voice experiences, there’s an urgent need to start creating your sonic branding strategy today.
7/25/23, Marketing AI Institute: This title was included in “The Very Best Books on AI in 2023” list.
8/3/23, ChoiceReviews: This title was included in a roundup of forthcoming titles in Business, 2023.Link: https://www.choice360.org/choice-pick/forthcoming-titles-in-science-technology-2023/