These days, voice assistants are popping up everywhere. 80% of voice assistant users say they would like to engage with brands via their digital assistant. Voice Marketing is therefore no longer a future trend but a new advertising channel marketers need to deal with. From consumer insights to case studies, this webinar will go deeper into what Voice Marketing is today, what it will be tomorrow and how advertisers can start leveraging it in the future

1. What’s Next:
Voice
Marketing
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2. Welcome
Ellie Hartnell
Consulting Analyst
Ogilvy Consulting
Mathieu Gillain
Global Head of Media
Social.Lab Brussels

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

5. September 23, 2019 5
AGENDA
1. Rise of Voice Assistance
2. Introduction to Voice Marketing
3. Cases
4. Takeaways

6. 6
Rise of Voice Assistance 1

8. 8
ASSISTANCE IS NOT JUST ABOUT VOICE
Mobile devices are also heavily used
when it comes to assistance.

9. 9
“A voice assistant uses voice
recognition, natural language
processing and speech synthesis
to provide aid to users through
phones and voice
recognition applications.”

10. 10
Voice search is growing

11. 11
AI IS CHANGING THE ASSISTANCE FIELD
Through ASR (automated
speech recognition), devices are
capable of interacting with
humans on phone calls.
Video - https://www.youtube.com/watch?v=D5VN56jQMWM

12. 12
ACCURACY OF VOICE DEVICES HAVE ALSO INCREASED
20
15
10
5
0
Speech Recognition
Word Error Rate (en-US)
16
8.5
6.7
5.2
4.9
Human Recognition
4.5
4.0
3.5
3.0
0
Speech Generation
Naturalness (en-US)
3.19
5.0
4.097 4.11 4.152 4.168 4.291
Human speech
2.5
2.0
1.5
1.0

13. Basic tasks remain the norm.
However, the behaviour of
consumers using voice assistants
to purchase goods is already
present (40% have already tried).
Source: Voicebot Smart Speaker Adoption Report January 2018
USE CASE FREQUENCY

14. Trust remains the main
barrier.
Users are reluctant to purchase
certain types of products.
25%
of users would not
consider purchasing
through their Voice
Assistants
46% said “I don’t trust my voice
assistant to correctly interpret and
process my order”
45% said “I don’t trust or feel
comfortable sending payment
through my voice assistant”

15. 15
Convenience is a first factor of success because
talking takes less time than typing.
Connectivity between devices and connected
homes is a second driver of success as assistants
allow centralised human-computer interactions.
Machine Learning is also highly important from a
consumer standpoint as it enables facilitation of
their daily interactions with devices.
VOICE ASSISTANTS ARE THE RESULT OF CONSUMERS
EAGER TO FACILITATE INTERACTIONS WITH DEVICES

16. 16
Voice Marketing 2

17. 17
23%
of people used voice
search or voice
command at least once
a day in 2018*
* Source: Higher Visibility, 2019
** Source: Gartner, 2018
30%
of all browsing sessions
will include voice search
by 2020 **

18. Amongst all searches, Voice
Commerce is expected to grow
significantly in the coming
years.
VOICE COMMERCE SALES
2017, 2022 IN US & UK
18
0
13
25
38
50
2017 2022
US UK
Source: OC&C,2018
$40 BILLION
$5 BILLION
$1,8 BILLION
$0,2 BILLION

19. 19
“OK Google, how can I drive
sales from voice searches?”
In a context where voice
searches are becoming more
and more important and that
people use voice assistants
to purchase, there is an
opportunity for brands to
convert this into sales.

20. 20
TWO MAIN PLAYERS IN THE VOICE FIELD

21. 21
GET THE BASICS RIGHT
Voice SEO is the first thing to sort out.
Make sure your content is optimised to be
found by voice devices.

22. 22
Mobile speed is a key factor
for SEO so make sure your
website delivers good results.
Google has a tool called
“Page Speed Insights” helping
to sort this out.

23. 23
CREATE RELEVANT CONTENT TO VOICE QUERIES
C r e a t e c o n t e n t t o
provide relevant answers
to typical questions or
information about your
brands, products, events
etc.

24. 24
DIFFERENCES BETWEEN VOICE AND TEXT SEARCH
1. 2. StrongerIntent
3.Querylength
4.MorelocalMorequestions
Voices searches are 76.1%
longer than text searches
Text searches: 3-5 words
queries / Voice searches:
more natural questions
Voice search: 3 times
more likely to be used
for local purposes
Volume of searches are
lower and more specific but
intent is higher

25. 25
OPTIMISE YOUR WEBSITE FOR VOICE SEARCH
Keywords FAQ page Local Optimisation
INCREASE LENGTH
Adapt content to conversational tone.
Turn keywords used for SEO into questions.
LONG-TAIL KEYWORDS
Allows to source further long-tail
keywords on a specific content.
As such, frequently asked questions provide
valuable content for voice searches because
they are based on questions.
LOCAL
Create SEO-optimised content allowing to
answer to local questions related to your
business.
Develop “Google My Business” for retail
stores.

26. 26
BUILD ACTIONS / SKILLS
Google and Amazon offer the possibility for
brands to create custom interactions with
users.

27. ALEXA
SKILL

28. 28
Alexa skills are like apps. You can enable and disable skills, using the Alexa app, in
the same way that you install and uninstall apps on your smartphone or tablet. Skills
are voice-driven Alexa capabilities.
WHAT IS AN ALEXA SKILL
DEFINITION

29. 29
The Skill ecosystem is very similar to the Apple Appstore.

30. 30
ALEXA
SKILLS
KIT
Create Great Content :
ASK is how you connect
to your consumer
Lives In The Cloud
Automated Speech
Recognition (ASR)
Natural Language
Understanding (NLU)
Machine Learning
ALEXA
VOICE
SERVICE
Unparalleled Distribution:
AVS allows your content
to be everywhere
ALEXA’S FRAMEWORK

31. 31
ALEXA’S INTERACTIONS
Alexa, open Dominos and
place an order
request
Skill API
response
Do you want to place your
easy order or most recent
order?
OPTIMISED THROUGH MACHINE LEARNING

32. 32
Amazon provide tools and kits to support developers in building skills.

33. 33
THEY ALREADY HAVE THEIR SKILLS

34. 34
DRIVING USAGE
CRM SOCIAL ONLINE VIDEO WEBSITE
Drive Acquisition
Educate

35. 35
MAIN CHALLENGE: RETENTION
The average retention rate for an Alexa
skill after a week is around 3%*.
It is therefore key to keep engaging users
about your Skill to keep it in their mind.
Source: Voicelabs, 2017

36. 36
LIMITATIONS
• Language Availability - Alexa is only compatible
with a small set of languages (currently English,
French, German, Italian, Japanese and Spanish)
• Language Restriction - Users who interact with
Alexa in a particular language can only use skills
that support that language.
• Amazon Sites - if you want your skill to drive
purchase on Amazon, it needs to be connected to
one of the Amazon sites (UK, FR, DE, IT, SP)

37. GOOGLE
ASSISTANT

38. 38
ASSISTANT ACTIONS THROUGH ACTIONS ON GOOGLE
Build a custom Action to
engage with consumers in an
intermodal way

39. 39
TWO WAYS TO BUILD ACTIONS

40. 40
RECOMMENDED PROCESS

41. 41
Cases 3

42. Ask Alexa Choose menu Choose drink
Delivery

44. Nike Coach uses the Google Assistant
platform to help you run better, safer and
stronger

45. “Call of Duty skill provides you
with critical intel, personalised
instruction and after-action
reports”

48. 48
Takeaways 4

49. Embracing a content marketing approach
is key to succeed.
Create relevant content to what people
search/ask to be highly relevant for
assistance.

50. Embrace the shift from keywords to
conversational for good SEO.
M a p t h e p ot e nt i a l c u s t o m e r s
questions / queries to voice assistants
to assess how to convert this in business
opportunity.

51. Building a skill or an action is not a one-
time job. Constantly, you should assess
how to optimise it.

52. FINAL WORD
1.038
1.125
1.213
1.3
Very Low Frequency Low Frequency Medium Frequency High Frequency Very High Frequency
WE ARE HERE
EARLY ADOPTER ADVANTAGE
There is a big benefit in being an early adopter in this
new field. It is very likely that voice will become the
norm in the near future.
First adopters are more likely to be more successful
because of their better ranking and existing presence.
The competition is currently low for a lot of verticals
and there is therefore an opportunity to become a
leader easily in this area.

53. Questions?

54. Thank you.
for all enquiries, reach out to mathieu.gillain@social-lab.eu