Conversational AI in Marketing

Executive Summary

Our conversational AI in Marketing workshop took place on April 16th. It was hosted online.

During this event Claire Mitchell shared the key topics and challenges for digital agency when embracing conversational AI as a medium then Katherine Watier Ong share with us tips, tricks and techniques for practical SEO in conversational AI.

With participants from all around the world, the audience receive items to include in their strategy alongside actions to take to not be left out the wave of conversational AI SEO

Meet Our Speakers

Picture of Claire Mitchell

Claire Mitchell

Design & Innovation

Claire Mitchell is a former Director of Innovation for VaynerMedia's VaynerSmart group where she helps brands connect with their audience through interactive experiences on emerging platforms. Prior to VaynerMedia, she led product design for IoT application development software, designed speculative automotive interfaces, and led creative development for a VFX and commercial production studio. 

more about claire

Claire Mitchell

Design & Innovation

Claire Mitchell is Director of Innovation for VaynerMedia's VaynerSmart group where she helps brands connect with their audience through interactive experiences on emerging platforms.

Prior to VaynerMedia, she led product design for IoT application development software, designed speculative automotive interfaces, and led creative development for a VFX and commercial production studio.

Claire holds a master’s degree from NYU’s Interactive Telecommunications Program and a BA in Philosophy from St. Edward’s University. She's also interested in exploring patterns, bits, and beats.

Katherine Wattier Ong

Katherine Watier Ong

Owner of WO Strategies LLC

WO Strategies LLC focuses on optimizing its clients’ presence across any platform that has a search ranking algorithm. With over 25 years of experience, Katherine loves helping in-house marketers improve their organic traffic results for enterprise-level websites.

more about Katherine

Katherine Watier Ong

Owner of WO Strategies LLC

WO Strategies LLC focuses on optimizing its clients’ presence across any platform that has a search ranking algorithm (Google, YouTube, social, voice).

With over 25 years of experience, Katherine loves helping in-house marketers improve their organic traffic results for enterprise-level websites. She hasrun digital marketing campaigns for organizations ranging from federal agencies, foreign governments, startups, nonprofits, and Fortune 500 companies focused on  G2C, B2B, and B2C audiences.

Her campaigns have had an impact. She’s lost sites due to too much traffic (to EWG.org for 4 days, but still 1.2 million visits up from 300K), helped NYer’s get registered on the NY Heath Exchange, pivoted search query volume toward electronic health records for HealthIT.gov, and helped Cancer.gov grow from 1.5 million to nearly 5 million searches/mo. She has a BA in social psychology from Hampshire College and an MA in Tech Marketing and Business from Georgetown where she conducted thefirst study of consumer adoption of wearable computers.

Watch The Event

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Event Q&A

Carrie: What do you think may be the killer apps for voice?

Claire: That's a really good question. And if I knew I would probably be a millionaire. But I do think that rather than thinking about the killer app, thinking about the killer experiences is one way to approach it. And my thought is that sound design and using nonverbal cues, figuring out how to give subtle responses to the user to allow them to explore and make it more conversational. That's where that's what will really progress this medium.

Emily: Is there a brand that you feel was more of an innovator or early adopter versus the rest of the pack who are catching up right now and who perhaps had great use of the voice technology already, which has proven results?

Claire: Yeah, I think the ones that have done a great job thus far are often ones that have that create content as part of their core brand. And that does make it a little bit easier because they're already sort of generating that content but:

  • The NPR Wait, wait, don't tell me quiz which has done a great job and it's really been well received.
  • There was a Westworld application called the maze (non-HBO trailer accessible in North America), which was brilliantly done and expanded the TV show into an interactive experience. I think that those sorts of entertainment properties have done a great job and probably have a slightly easier time of it because they're already great at sound design and storytelling. So those would be my picks.

Jason: So why do you think there is a slow hesitation or slow way to adoption? Do you think it comes down to users not trusting the voice AI?

Polina: Do you have any advice around convincing or selling voice technology to brands who haven't tried it before?

Polina: With Schema.org, will we still need to build Actions on Google manually?

Carrie: Do you see an integration between voice search and voice apps in the future? For example, for example, seamless handoff from search to app

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Slides

Claire Mitchell's slides

Conversational AI in Markerting Claire Mitchell Presentation

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Katherine Watier Ong's slides

Conversational AI in Marketing Katherine Watier Ong Presentation

View Katherine's slides by becoming a member

Curated Resources By Voice Tech Global

We handpick a set of resources to help you further your understanding and knowledge of voice SEO.

Introduction to markups for Google assistant

Source

SEO report for brands

Source

Understanding Fraggle

Source

Google Action or Schema.org?

Source

View our curated links with actionable information for Voice SEO by  becoming a member

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