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

Minsky, Laurence; Westwater, Susan; Westwater, Scot; Fahey, Colleen

 
9781538155400: Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement
Tapa blanda
ISBN 10: 1538155400 ISBN 13: 9781538155400
Editorial: Rowman & Littlefield Publishers, 2023

Sinopsis

"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.

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Acerca de los autores

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.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Rowman & Littlefield Publishers
Año de publicación
2023
Idioma
Inglés
ISBN 10 
1538155400
ISBN 13 
9781538155400
Encuadernación
Tapa blanda
Número de páginas
216
Contacto del fabricante
no disponible
Persona responsable
no disponible

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9781538155394: Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement

Edición Destacada

ISBN 10:  1538155397 ISBN 13:  9781538155394
Editorial: Rowman & Littlefield Publishers, 2023
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