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Marketing through telephone dialogs Bill Meisel President, TMA Associates Editor, Speech Strategy News Bill Meisel President, TMA Associates Editor, Speech.

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Presentation on theme: "Marketing through telephone dialogs Bill Meisel President, TMA Associates Editor, Speech Strategy News Bill Meisel President, TMA Associates Editor, Speech."— Presentation transcript:

1 Marketing through telephone dialogs Bill Meisel President, TMA Associates Editor, Speech Strategy News Bill Meisel President, TMA Associates Editor, Speech Strategy News

2 Telephone marketing oWas-- Telemarketing (uugh!) oWas-- Telemarketing (uugh!)

3 Attempts to do better oToll-free phone numbers oWeb model on wireless phones oAd-supported telephone services Directory assistance 411, 211 (community, social, health and government services), 311 (city information and services), 511 (travel guide) Independent toll-free numbers (1-800-FREE-411) Information Entertainment Voice portals oToll-free phone numbers oWeb model on wireless phones oAd-supported telephone services Directory assistance 411, 211 (community, social, health and government services), 311 (city information and services), 511 (travel guide) Independent toll-free numbers (1-800-FREE-411) Information Entertainment Voice portals

4 Limitations of visual ads on mobile phones oIn 2006, mobile ad spending was an estimated $871 million worldwide oCompared to $24 billion worldwide spending on Internet advertising oIn 2006, mobile ad spending was an estimated $871 million worldwide oCompared to $24 billion worldwide spending on Internet advertising

5 A hidden advantage of ad- supported business directories oNo ads! pay per click Click to buy oCan this model be extended? Music samples, etc. oNo ads! pay per click Click to buy oCan this model be extended? Music samples, etc.

6 Role of speech recognition oAutomation oAvailability oConsistency oAgent back-up On the line Behind the scenes oAutomation oAvailability oConsistency oAgent back-up On the line Behind the scenes

7 Relevancy and Format Contextual Introductory ad, closing ad Embedded ad Contextual Introductory ad, closing ad Embedded ad

8 Voice search oDoes the analogy to Web search make sense? Results as a list doesnt work as well Audio ads are more intrusive oDoes the analogy to Web search make sense? Results as a list doesnt work as well Audio ads are more intrusive

9 Making voice search more effective oUse dialog to narrow results Indian restaurants in Los Angeles Whats a nearby ZIP code? What price range? Revenue opportunity: Would you like a review of this restaurant for 25 cents? oUse more contextual or personal information Assume current location or home oUse dialog to narrow results Indian restaurants in Los Angeles Whats a nearby ZIP code? What price range? Revenue opportunity: Would you like a review of this restaurant for 25 cents? oUse more contextual or personal information Assume current location or home

10 Speed of speech dialog oCallers accept several turns of speech dialog if they are progressing toward a goal

11 Personality of speech oExpression oEntertainment oHumanity oCreate a character Amtraks Julie oExpression oEntertainment oHumanity oCreate a character Amtraks Julie

12 Caller involvement oDialog implies interaction oBetter response to outbound calling when you can respond oDialog implies interaction oBetter response to outbound calling when you can respond

13 Delivering info o oText message oDownload podcast o oText message oDownload podcast

14 Calling to be informed or entertained oTie in to TV or radio program oViral marketing Interactivity and personality are the distinction oTie in to TV or radio program oViral marketing Interactivity and personality are the distinction

15 Calling to be entertained oExample of viral telephone marketing

16 Impact on the call center oMore calls generated by ease of access e.g., business directories oChange in nature of calls More revenue-generating potential Promotions oAppropriate automation Queue for agent on pay-per-call?! oMore calls generated by ease of access e.g., business directories oChange in nature of calls More revenue-generating potential Promotions oAppropriate automation Queue for agent on pay-per-call?!

17 Not your father s telephone oMulti-function device oPervasive oMulti-function device oPervasive

18 Contact info oBill Meisel (818) oBill Meisel (818)


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