Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement

di Laurence Minsky (Autore)

Susan Westwater (Autore)

Scot Westwater (Autore)

Rowman & Littlefield, 2023

“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, Dominos, 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.

• Autore: Laurence Minsky, Susan Westwater, Scot Westwater
• Editore: Rowman & Littlefield
• Anno: 2023
• Rilegatura: Paperback / softback
• Pagine: 216 p.
• Dimensioni: 250 x 177 mm
• Peso: 458 gr.
• EAN: 9781538155400

Testo in English