2020 marketing in @amybishop #smssummit · modernize marketing with assistants how to create...
TRANSCRIPT
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2020Marketing in
Demystifying Smart Assistants & AI
#SMSsummit@AmyBishop
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#SMSsummit
@AmyBishop
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Today’s Consumers & Smart Assistants
What we’ll cover:
The Evolving Customer Experience
Modernizing Marketing
Looking to the Future
1
2
3
4
#SMSsummit@AmyBishop
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1961IBM introduced Shoebox, the first digital speech recognition tool
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2011Apple introducedSiri on the iPhone
Google Now launches in Search for Android & iOS
2012
2014Amazon launches Alexa
Microsoft launches Cortana
Google launches Assistant
2016
2017Samsung launches Bixby
Modern Era of AI
#SMSsummit@AmyBishop
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19%MicrosoftCortana
36%Apple
Siri
36%Google
Assistant
25%Amazon
Alexa
Microsoft 2019 Voice Report
What are people using today?
#SMSsummit@AmyBishop
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People use assistants for simple tasks that boost productivity
Voicebot.AI
Ask a question
Listen to a streaming music service
Check the weather
Set a timer
Listen to the radio
Ask a general question
Traffic or directions
Call someone
Send a text or email
Find a place to eat
SMART SPEAKER SMARTPHONE
#SMSsummit@AmyBishop
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2.5 billionSmart assistant devices in use worldwide
Juniper Research
#SMSsummit@AmyBishop
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Assistants are expanding to new surfaces around the home
Voicebot.AI Consumer Adoption Report#SMSsummit@AmyBishop
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35% of brands are increasing investment in
assistants
Uberall
#SMSsummit@AmyBishop
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How can smart assistants amplify brand marketing?
#SMSsummit@AmyBishop
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the evolving customer experience...
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Assistants have surpassed the human threshold for speech recognition
KPCB Internet Trends Report, Google#SMSsummit@AmyBishop
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Consumers are asking full length
questions
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Customer Lifecycle
CONSIDERATION
AWARENESSRETENTION
PURCHASE
#SMSsummit@AmyBishop
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Customer Lifecycle
CONSIDERATION
AWARENESSRETENTION
PURCHASE
WHAT?
WHO?WHERE?
WHEN?
#SMSsummit@AmyBishop
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Should my brand create a voice skill?
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Voice skills can work if brands have intense loyalty with
consumers or have credibility to serve as a trusted resource
#SMSsummit@AmyBishop
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Awareness & Consideration
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Brands That Educate Harness credibility in a category to help people solve daily problems — driving awareness & consideration
#SMSsummit@AmyBishop
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Give me a martini recipe
Give me summer
skincare tips
What’s going on with
Apple’s stock?
How do I remove grass
stains?
How do I fix a leaky faucet?
What are the side effects of
ibuprofen?
#SMSsummit@AmyBishop
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Brands That Entertain Bring delight, fun and entertainment to consumers — driving awareness, consideration & even loyalty
#SMSsummit@AmyBishop
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Play Hot 105.7 FM
Play the next episode of Stranger Things
Play my Discover Weekly
Play Disney Princess
Play Paw Patrol Trivia
Play Jeopardy
#SMSsummit@AmyBishop
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Purchase & Retention
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Brands That Transact Enable faster and easier purchases — driving overall sales & conversions
#SMSsummit@AmyBishop
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Order a tall vanilla latte
Buy Avengers tickets for
Friday night
Add bananas to my cart
Order a large pepperoni
pizza
Reorder toilet paper
Order flowers
#SMSsummit@AmyBishop
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Brands That Control Link to other devices for voice control of the smart home — driving product usage & customer satisfaction
#SMSsummit@AmyBishop
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Turn on the lights
Make it warmer
Preheat the oven to 350
Lock the front door
Start cleaning
How much time is left on the washing
machine?
#SMSsummit@AmyBishop
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Brands That Inform Provide specific, personally relevant updates & info — driving retention & loyalty
#SMSsummit@AmyBishop
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Where are my packages?
What’s my checking account balance?
What’s the status of my
claim?
Send a WhatsApp
message to Mom
How many Balance Rewards
points do I have?
Ask TD Ameritrade for
a portfolio update
#SMSsummit@AmyBishop
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modernizing marketing...
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What started out as blue links on a search engine results page is transforming into something even larger in scale and deeper in breadth.
The blue links are disappearing.
Keywords are disappearing.
Keyboards are disappearing.
What will be left?
Microsoft 2019 Voice Report#SMSsummit@AmyBishop
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Shoppers use their assistants before, during & after purchases
Navar
Research products
Add to my shopping list
Track a package
Make a purchase
Provide ratings or reviews
Contact support
Reorder items
% of smart assistant users #SMSsummit@AmyBishop
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58%have used assistants to find local business information
BrightLocal
#SMSsummit@AmyBishop
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People are looking up local information to visit & shop at nearby locations
Brightlocal
Hear review ratings
Call with a speaker
Order take out
Discover new businesses
Determine distance
Find business hours
Get phone number
Get directions
Get address
% of smart assistant users#SMSsummit@AmyBishop
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3% of local businesses offer correct
information in smart assistant searches
Uberall
#SMSsummit@AmyBishop
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Featured snippets influence smart assistant responses
Google#SMSsummit@AmyBishop
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Modernize marketing with assistants
How to create content that's utilized by smart assistants:
1 Write content in a natural, conversational voice that answers consumers questions
2 Optimize your content for long-tail queries likely to be spoken aloud
3 Answer questions concisely — the average featured snippet is 45 words
4 Provide clear and accurate local business info on the web and ensure positive reviews
5 Consider a third-party integration to sell consumer services, meal delivery, or reservations
#SMSsummit@AmyBishop
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looking to the future...
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200%increase in smart assistant devices in use by 2023
Juniper Research
#SMSsummit@AmyBishop
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Amazon has “no plans for Alexa advertising”
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#SMSsummit@AmyBishop
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Experiment with smart assistants by advertising through media partners
#SMSsummit@AmyBishop
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ThankYou
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QUESTIONS
#SMSsummit@AmyBishop