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Voice, the new old touchpoint

Voice is currently one of the topics that you hear about everywhere: voice bots, voice assistants, voice devices. However, voice always has been around as a means of communication. So Voice as in the media today is just a new old touchpoint of brands and vendors interacting with their audience. Plus: even if you are in retail and want to sell your products via Amazon Alexa, classic marketing communication via TV/radio/print is not obsolete.

This presentation was held as a 45 minute lecture to Corporate Communication master students of Business Academy Fresenius (Germany) on June 6th, 2018. The feedback of students and professor was very positive.

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Voice, the new old touchpoint

  1. 1. &Voice, the new old touchpoint Corporate Communication (M.A.), 06.06.2018
  2. 2. • Strong background in Marketing Strategy and Customer Management • Diplom-Kaufmann • @tsachtje Thorsten Sachtje Senior Consultant Digital Strategy 2
  3. 3. Company Presentation Unsere EntwicklungOur History 3
  4. 4. Netherlands 30 Employees Switzerland 10 Employees Dubai 30 Employees South Africa 15 Employees APAC 10 Employees France 250 Employees UK 160 Employees Italy 15 Employees Spain 30 Employees Germany 190 Employees Nordics 55 Employees China 70 Employees Company Presentation Our Network 4
  5. 5. Company Presentation Our References
  6. 6. „ My goal with this presentation: give you an idea of how voice technology is influencing the work as an agency. “ Thorsten Sachtje Senior Consultant Digital Strategy @ metapeople 6 • @tsachtje
  7. 7. 7 Agency Life
  8. 8. The Customer‘s Journey 8 Inbox Ad Logout Video Native Ad Google Suche Facebook Instagram Ad • @tsachtje Blog Post Advertiser Website
  9. 9. Our Services Unsere Dienstleistungen 9
  10. 10. 10 New Touchpoints
  11. 11. Established in 2016 (US). Budgets shift. 11 Digital first. • @tsachtje
  12. 12. Established in 2016 (globally). … but not everywhere yet 12 Mobile first. • @tsachtje
  13. 13. Established in 2015 (globally). Messenger: 3 out of Top 5. Facebook: 4 out of Top 5. 13 Messenger first. Facebook, Twitter, LinkedIn, Instagram WhatsApp, Facebook Messenger, WeChat, Viber • @tsachtje
  14. 14. The Customer Journey gets more complex 14 Inbox Ad Logout Video Native Ad Amazon Search Google Search Instagram Ad Alexa Query Chatbot Support • @tsachtje
  15. 15. Source: * Voice Labs 2017 Voice Report, January 2017. Voice, the new AI-driven channel. • @tsachtje * 15
  16. 16. „ Google says 20% of mobile queries are voice searches. “ Greg Sterling Search Engine Land 18.05.2016 16 • @tsachtje
  17. 17. 17 Voice Assistants are gaining traction … Echo Spot Echo connect Echo Show Home mini Home Max Assistant Siri Alexa HomePod June 2015 Nov 2016 Echo Dot October 2017 Cortana 9 3 2 1 # Products Invoke December 2017 Echo plus July 2017 Echo Look Echo Buttons Echo 2nd gen. March 2016 April 2017 Google Home 4 devices in 2 years 10 devices in 6 months Echo 2011 Siri • @tsachtje
  18. 18. Coding a brand’s voice pioneering Google Home Major French retail chain Not only did the recommendation algorithm work beyond our expectations but marketers were amazed by the brand’s voice capturing Monoprix’s very own style. As Monoprix aimed to pioneer Google Home services, we gathered data scientists and creatives to identify a valuable use case. They came up with the idea of a predictive shopping list. Yes, please curry on! I think I know what you need: tomatoes !! Add curry to my grocery list Did I forget something ?
  19. 19. 19 … and the race is on • @tsachtje Alexa Cortana Assistant Siri
  20. 20. Source: Barclays Connected Home / Ovum Digital Consumer Insights 2017: Smart Living Google Assistant Most common Virtual Assistant Amazon Echo Devices Biggest market share in Voice Devices • @tsachtje 20 The question is: who wins the race?
  21. 21. 21 Amazon Strategy 101 Source: CB Insights, January 2018. • @tsachtje Amazon‘s goal: „Earth‘s Biggest Store“
  22. 22. „ If you make things easier, people will do more of it. “ Jeff Bezos Founder/CEO @ Amazon 22 • @tsachtje
  23. 23. „ If you think about it, all computer interfaces have been designed for communication with the computer, not with humans. “ Werner Vogels Chief Technology Officer @ Amazon 23 • @tsachtje
  24. 24. 24 Frictionless Commerce • @tsachtje #1 CES 2017 Quote: „It works with Alexa“ Source: CB Insights, January 2018.
  25. 25. „ Alexa is primarily about identifying tasks in the household that would be improved by voice. “ Jeff Bezos Founder/CEO @ Amazon February 2017 25 • @tsachtje
  26. 26. 26 Communicate when it matters Source: Google, May 2016. Micro Moments and Moments of Truth: Be there when it matters! • @tsachtje
  27. 27. 27 Why you need a Voice Strategy • @tsachtje Search keywords: toaster Search keywords: WMF toaster No Amazon‘s Choice option? Top ranked on
  28. 28. Clothing, Shoes & Jewelry 206 Collective 7Goals A for Awesome Amazon Essentials Arabella Buttoned Down Cable Stitch Camp Moonlight Clifton Heritage Coastal Blue Comfort Denim Outfitters Core 10 Crafted Collar Daily Ritual … Denim Bloom Emma Riley 28 Source: Recode, April 2018. Brands on Amazon • @tsachtje David Kahan, CEO of Birkenstock: „Birkenstock does NOT sell [via] Amazon“. Amazon Private Label Brands
  29. 29. Thank you
  30. 30. Dein Einstieg ins Digital Marketing bei metapeople Studentische Aushilfe Trainee-Programm ▪ Unbefristete Anstellung ▪ 6 Monate Training- on-the-job im Fachbereich ▪ Kanalübergreifende Schulungen Keine Ahnung, welcher Bereich zu dir passt? Lass dich von uns individuell beraten. Termine gibt’s bei hr@metapeople.com Aktuelle Stellen: www.metapeople.com/karriere
  31. 31. Questions?

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