Subject category:
Marketing
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources
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https://casecent.re/p/160991
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Abstract
Positioned for the participants of Executive Management, post graduate and under graduate management programmes, this compact case provides scope to examine and discuss the issues and challenges related to emerging opportunities in voice tech, commerce and experience. This case can also be used for discussing issues related to consumer behaviour, ethical marketing and advertising areas, besides monetisation of emerging platforms for the digital natives. The case highlights issues related to emergence of smart speakers and voice interface tech which was mesmerising owners of the devices to explore and experience search as well as shopping. At the same time, brands and their marketers were modifying their communication strategies by adopting technology to drive the sales of their products. With voice boom waiting to explode and majority of the players ramping up investments, it remained to be seen whether the emerging medium be a gold mine for advertisers seeking to create more relevant and value-focused consumer engagements and at the same time, remain ethically right.
Teaching and learning
This item is suitable for undergraduate courses.Time period
The events covered by this case took place in 2018-19.Geographical setting
Region:
World/global
About
Abstract
Positioned for the participants of Executive Management, post graduate and under graduate management programmes, this compact case provides scope to examine and discuss the issues and challenges related to emerging opportunities in voice tech, commerce and experience. This case can also be used for discussing issues related to consumer behaviour, ethical marketing and advertising areas, besides monetisation of emerging platforms for the digital natives. The case highlights issues related to emergence of smart speakers and voice interface tech which was mesmerising owners of the devices to explore and experience search as well as shopping. At the same time, brands and their marketers were modifying their communication strategies by adopting technology to drive the sales of their products. With voice boom waiting to explode and majority of the players ramping up investments, it remained to be seen whether the emerging medium be a gold mine for advertisers seeking to create more relevant and value-focused consumer engagements and at the same time, remain ethically right.
Teaching and learning
This item is suitable for undergraduate courses.Settings
Time period
The events covered by this case took place in 2018-19.Geographical setting
Region:
World/global