marketing

027 - How to Make the Voice Assistant Like Your Brand


Hear how the future ubiquitous voice assistant will decide whether to promote your brand.

We spend major ad dollars on the duopoly (Google and Facebook) with Amazon a distant third. Those ad dollars will shift.

Telenav announced that it is integrating Amazon Alexa into its automotive navigation system offering.

1.0:

The voice assistant we know today will be so much smarter tomorrow. 

Your shadow, your assistant:

The voice assistant will be every person’s personal assistant, their shadow, their life historian and documentarian. It will mitigate our drudge work for life admin tasks like errands and comparison shopping. It will save us all kinds of time. I hope we use that time well.

What won't change:

We are at the mercy of an algorithm today: many ecommerce retailers live and die by SEO on Google and on Amazon. Tomorrow our brands will be at the AI's mercy. The data will be richer, the algorithm more complex.

Amazon, which is nearing $800 billion in value, is making a noticeable push in advertising products, hoping to grab a piece of Google and Facebook’s duopoly of digital advertising. Voice commerce is estimated to be a $18.3 billion opportunity by 2023.

Amazon, which is nearing $800 billion in value, is making a noticeable push in advertising products, hoping to grab a piece of Google and Facebook’s duopoly of digital advertising. Voice commerce is estimated to be a $18.3 billion opportunity by 2023.

This idea of the future is not radically different from the game we play with search engines today. You bid to be at the top based on a user’s query, or you work on your content to rank high organically.

The same process will happen but with less screen, and more anticipation of the user’s needs or next purchase.

When the assistant recommends a product, it will try to match to the user’s needs, history, and preferences. Google does this today with search results. Your website gets rewarded for relevancy. Everyone tries to game the SEO algorithm but ultimately if you have great content that solves the searcher’s problems google knows it and ranks you higher. There is no silver bullet.

Up Next:

Tune in next week for episode 28: my upcoming interview with Jon Chu, an expert in voice first ecommerce and retail.



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021 - Marketing a City: Atlanta (Part 1) - Interview with Melanie Touchstone

Enjoy part 1 of my interview with Melanie Touchstone, Director of Digital Marketing for Metro Atlanta Chamber.

ATL Brand Box: http://atlbrandbox.com/

Get in touch with Melanie:

https://twitter.com/MelTouchstone

The Digital Dive Podcast, 2010-2012: http://thedigitaldivepodcast.com/

Recorded November 16, 2018.

011 - Marketing Meat, Milk, and Mayo

Marketing is powerful for both good and bad, fear is a great motivator, and Big Ag’s lobbyists should scare you more than the NRA’s. This reminds me of Hellman’s Mayo (Unilever) suing little Hampton Creek, maker of “Just Mayo”, a vegan alternative that saves tons of water and pollution per year by omitting eggs.

The Standard American Diet (SAD) leads to disease and rising healthcare costs. And contributes greatly to climate change. And we’re arguing over product names

Show notes:

Hellman's Mayo (Unilever) sued little Hampton Creek over their eggless mayo (Just Mayo) - 2014.

Then after all, Hellman's gave vegan mayo a go.

Big Ag (Big Agriculture) are the first or second most powerful lobbyists in Washington. The NRA is anathema to many when we talk about lobbying, but Big Ag is more impactful to our health and the environment than any other group. And even the Sierra Club and Greenpeace are Big Ag's bitch - here's more on that: Cowspiracy is a documentary worth watching.

Missouri has become the first state to regulate the word "meat," ruling that lab-grown "meats" and plant-based alternatives can't use the word. According to USA Today, producers can be fined for "misrepresenting a product as meat that is not derived from harvested production livestock or poultry." The law was pushed by the Missouri Cattlemen’s Association, which has argued that the term is confusing shoppers and harming ranchers. Just days before, the maker of Tofurky filed a lawsuit in the state seeking to block the regulation and allow the company to continue to use "meat nomenclature" like "sausage" and "hot dogs.” Via LinkedIn News 

If our planet is going to make it another hundred years, we can’t continue factory farming at this rate. It is flat out unsustainable.

For example:

  • The water required to produce a pound of beef = 32 showers.

  • A 1/4 pound of hamburger requires over 600 gallons of water to produce

  • 29% of the world’s water goes to animal production. 1 in 6 or 1.1 billion people go each day without access to clean drinking water.

  • You can save 50,033 gallons of water by giving up dairy = over 200,000 gallons of water per year by simply leaving meat and dairy off the menu!

We should be happy that people are eating alternative meats. Stop thinking of the marketplace as a finite pie where your brand has a little slice, a fyfedom around terms like “mayo,” and imagine a bigger pie.

Also, anyone think about Camille Preaker with this rule coming from Missouri? Pigs are smarter than dogs, you know. #WindGap


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