1 / 18

Marketing through telephone dialogs

Marketing through telephone dialogs. Bill Meisel President, TMA Associates Editor, Speech Strategy News. Telephone marketing. Was-- Telemarketing (uugh!). Attempts to do better. Toll-free phone numbers Web model on wireless phones Ad-supported telephone services Directory assistance

Download Presentation

Marketing through telephone dialogs

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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

More Related