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

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

ISBN 10: 1538155400 / ISBN 13: 9781538155400

Published by Rowman & Littlefield Publishers, 2023

About this Item

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Seller Inventory # ria9781538155400_new

Bibliographic Details

• Title: Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement
• Publisher: Rowman & Littlefield Publishers
• Publication Date: 2023
• Language: English
• ISBN 10: 1538155400
• ISBN 13: 9781538155400
• Binding: Soft cover
• Condition: New

About this title

Synopsis

“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.

About the Author

Philip Kotler, PhD, is emeritus S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He has published over seventy books on marketing, business, and society.