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.

1. &Voice, the new old touchpoint
Corporate Communication (M.A.), 06.06.2018

2. • Strong background in
Marketing Strategy and
Customer Management
• Diplom-Kaufmann
• @tsachtje
Thorsten Sachtje
Senior Consultant
Digital Strategy
2

3. Company Presentation
Unsere EntwicklungOur History
3

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. Company Presentation
Our References

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
Agency Life

8. The Customer‘s Journey
8
Inbox Ad
Logout
Video
Native
Ad
Google
Suche
Facebook
Instagram
Ad
• @tsachtje
Blog Post
Advertiser
Website

9. Our Services
Unsere Dienstleistungen
9

10. 10
New
Touchpoints

11. Established in 2016 (US). Budgets shift.
11
Digital first.
• @tsachtje

12. Established in 2016 (globally). … but not everywhere yet
12
Mobile first.
• @tsachtje

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. 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. Source: * Voice Labs 2017 Voice Report, January 2017.
Voice, the new AI-driven channel.
• @tsachtje
*
15

16. „ Google says 20% of mobile queries
are voice searches. “
Greg Sterling
Search Engine Land
18.05.2016
16
• @tsachtje

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. 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
… and the race is on
• @tsachtje
Alexa Cortana Assistant Siri

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
Amazon Strategy 101
Source: CB Insights, January 2018. • @tsachtje
Amazon‘s goal:
„Earth‘s Biggest Store“

22. „ If you make things easier,
people will do more of it. “
Jeff Bezos
Founder/CEO @ Amazon
22
• @tsachtje

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
Frictionless Commerce
• @tsachtje
#1 CES 2017 Quote: „It works with Alexa“
Source: CB Insights, January 2018.

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
Communicate when it matters
Source: Google, May 2016.
Micro Moments and Moments of Truth: Be there when it matters!
• @tsachtje

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. 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. Thank you

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hr@metapeople.com
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31. Questions?