AiC Episode 67

In this episode, Teri welcomes Emily Binder, a leading voice marketing strategist and a consultant to brands.

Welcome, Emily Binder!

She is the founder of Beetle Moment Marketing, a voice-first marketing agency where she helps brands reach customers in this voice-first world. She is a frequently sought-after speaker and received rave reviews at the 2019 Alexa Conference for her talks on marketing in this voice-first world. She comes on the show to talk about her background, why she is so enthusiastic about voice, sonic branding and why flash briefings are such an incredible opportunity when it comes to getting a brand’s voice heard in the voice-first world.

Background

  • She has been in marketing for over a decade and started out with a heavy focus on social media and content marketing. Over the last couple of years, she has shifted her core focus onto voice but still works on social media.

The Compelling Nature of Voice

  • She was one of the early adopters of voice technology back in 2014. She got the 1st-Gen Echo early when it was gifted to her. It got her thinking about how the technology could be used to make marketing much easier, efficient and hassle-free.

The Graph on Adoption of Consumer Technology in the US

  • Emily has shared the graph at different conferences and it shows the adoption of consumer technology in the US from the time of introduction to the market until it reaches between 25% and 50% penetration.
  • Smart speakers reached 50% of the US population in just a couple of years, faster than the computer, radio, internet, and smartphone.
  • We are already at a point where we have more mobile phones/smartphones than there are people on the planet, and of course, there will be more voice-activated smart devices.

Social Media Verses Voice

  • Social media is a problematic business model because it’s all based on manipulation and feedback loops. All products are ad-supported (ads are served based on mining users’ data)
  • A lot of the things that happen on social media are just about comparison and the highlight reels, where people don’t always see the bloopers.
  • There is something very negative and nasty about social media for society as a whole.
  • The power and beauty of voice is that we can get off the negativity of consuming social media.

Fatigue for Apps

  • Research by Gartner shows that by 2019, 20% of brands will abandon their mobile apps.

The Importance of Voice to Brands

  • People want the convenience and ease of use, so any brand that wants to figure out the easiest way for their customers to shop should think about voice.
  • The voice assistant will be accessible everywhere so brands will need to voice-optimize whatever kind of presence they have, including websites, Amazon listings, and others. Optimizing for voice will be like SEO.

Voice Strategy with Emily Binder of Beetle Moment Marketing

Sonic Branding

  • This refers to audio logos.
  • Marketers are focusing more on sonic branding (audio branding) as voice continues to rise.
  • A brand’s audio logo is critical in keeping customers happy and engaged.
  • An example, MasterCard just introduced their audio branding and they got modern musicians to help with it. It will play every time someone swipes their Mastercard and any other time they interact with MasterCard (e.g. listening to ads while on hold with customer service). People will start to associate that sound with the brand.
  • When someone uses Venmo and there is that little “cha-ching” or cash register sound, they get a little physical sensation from knowing they have money.

Flash briefings

  • A flash briefing is a mini-podcast and is also referred to as a briefcast.
  • They can be heard every day on any Amazon Alexa device, including smartphones through the Amazon app.
  • They’re usually about a minute long.
  • They’re very powerful because it’s warm, human, intimate audio going right into a customer’s ear on a daily basis.
  • A flash briefing must not go beyond 2 minutes.

The Beetle Moment Marketing Flash Briefing

  • Emily has had it for about a year.
  • She used to listen to flash briefings and realized she could make one herself. She has been podcasting for more than 10 years.
  • She realized that there weren’t many marketing-oriented flash briefings so she saw an opportunity.

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