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Marketing through telephone dialogs

Marketing through telephone dialogs

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Marketing through telephone dialogs

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

  2. Telephone marketing • Was-- • Telemarketing (uugh!)

  3. Attempts to do better • Toll-free phone numbers • Web model on wireless phones • Ad-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 • In 2006, mobile ad spending was an estimated $871 million worldwide • Compared to $24 billion worldwide spending on Internet advertising

  5. A hidden advantage of “ad-supported” business directories • No ads! • “pay per click” • Click to buy • Can this model be extended? • Music samples, etc.

  6. Role of speech recognition • Automation • Availability • Consistency • Agent back-up • On the line • Behind the scenes

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

  8. Voice search • Does the analogy to Web search make sense? • Results as a list doesn’t work as well • Audio ads are more intrusive

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

  10. Speed of speech dialog • Callers accept several turns of speech dialog if they are progressing toward a goal

  11. Personality of speech • Expression • Entertainment • Humanity • Create a character • Amtrak’s Julie

  12. Caller involvement • Dialog implies interaction • Better response to outbound calling when you can respond

  13. Delivering info • Email • Text message • Download podcast

  14. Calling to be informed or entertained • Tie in to TV or radio program • Viral marketing • Interactivity and personality are the distinction

  15. Calling to be entertained • Example of viral telephone marketing

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

  17. Not your father’s telephone • Multi-function device • Pervasive

  18. Contact info • Bill Meisel • bmeisel@tmaa.com • (818)708-0962