{"id":9068,"date":"2019-06-25T15:33:16","date_gmt":"2019-06-25T13:33:16","guid":{"rendered":"https:\/\/www.voicebooking.com\/blog\/?p=5471"},"modified":"2022-10-31T16:11:36","modified_gmt":"2022-10-31T14:11:36","slug":"evolutions-de-la-recherche-vocale-a-cannes-qui-domine-le-dialogue-interview","status":"publish","type":"post","link":"http:\/\/www.voicebooking.com\/fr\/blog\/evolutions-de-la-recherche-vocale-a-cannes-qui-domine-le-dialogue-interview","title":{"rendered":"Cannes : \u00e9volution de la recherche vocale"},"content":{"rendered":"

La semaine derni\u00e8re, lors du <\/b>Festival de Cannes Lions<\/b>, un partenariat a \u00e9t\u00e9 annonc\u00e9 entre le g\u00e9ant publicitaire WPP et iHeartMedia, l’une des plus grandes soci\u00e9t\u00e9s am\u00e9ricaines de contenus audio. Il s\u2019agit l\u00e0 d\u2019une nouvelle significative. La course \u00e0 qui gagnera la conversation avec le client est \u00e9galement d\u2019actualit\u00e9 aux Pays-Bas.
\n<\/b><\/p>\n

Nous avons rencontr\u00e9 Diederik Van Middelkoop, directeur de cr\u00e9ation \u00e0 <\/span>Amp.Amsterdam<\/span><\/a>, entreprise de branding sonore et partenaire de Voicebooking. Il a partag\u00e9 avec nous, fra\u00eechement rapport\u00e9es de la C\u00f4te d\u2019Azur, les toutes derni\u00e8res \u00e9volutions en mati\u00e8re de recherche vocale.<\/span><\/p>\n

En quoi consiste le partenariat entre WPP et iHeartRadio ?<\/h2>\n

Diederik : Le partenariat annonc\u00e9 entre WPP et iHeartRadio porte le nom de \u201cProject Listen\u201d et vise \u00e0 explorer toutes les possibilit\u00e9s de l\u2019audio tant sur le plan technique que cr\u00e9atif en vue de l\u2019\u00e8re nouvelle qui arrive \u00e0 grands pas. Il s\u2019int\u00e9ressera \u00e0 la radio traditionnelle, au streaming, aux podcasts, mais \u00e9galement aux \u00e9v\u00e9nements en direct et aux enceintes connect\u00e9es<\/span>. <\/b>Une attention toute particuli\u00e8re sera port\u00e9e \u00e0 cette derni\u00e8re cat\u00e9gorie, o\u00f9 l\u2019on pr\u00e9voit de nombreuses \u00e9volutions.<\/span><\/p>\n

O\u00f9 en sommes-nous actuellement en termes de commande vocale ?<\/h2>\n

Il y a aujourd\u2019hui dans le monde 2,2 millions d\u2019appareils pouvant \u00eatre contr\u00f4l\u00e9s par commande vocale. Aux Etats-Unis, 32 % des m\u00e9nages disposent chez eux d\u2019une enceinte connect\u00e9e. Aux Pays-Bas ils ne sont actuellement que 6 %. On s\u2019attend \u00e0 ce que la p\u00e9n\u00e9tration des<\/span> assistants vocaux se fasse beaucoup plus rapidement que celle du smartphone.<\/span><\/p>\n

Comment r\u00e9pondez-vous vous-m\u00eame \u00e0 cette \u00e9volution ?<\/h2>\n

Tout comme WPP et iHeartMedia qui joignent leurs forces pour explorer les limites techniques et cr\u00e9atives de l\u2019audio, nous mettons en place des partenariats. \u00c0 Amp.Amsterdam, nous faisons par exemple partie d\u2019EARR, un groupe de quatre entreprises actives dans les domaines de l\u2019audio, de l\u2019engagement et du dialogue.<\/span> Embot permet aux assistants vocaux et aux chatbots de s\u2019exprimer comme des personnes r\u00e9elles, Readspeaker travaille sur une solution innovante de synth\u00e8se vocale, et Robocopy met au point des dialogues pour les chatbots et les assistants vocaux afin que ces derniers puissent \u00eatre \u00e0 la fois utiles, r\u00e9alistes et convaincants. Ensemble, nous aidons les marques \u00e0 d\u00e9cider quel sera leur branding sonore. Car sans les images, l\u2019identit\u00e9 visuelle ou la pr\u00e9sence physique, tout ce qui reste pour repr\u00e9senter votre marque ce sont des voix, de la musique et des effets sonores.<\/span><\/p>\n

Qu\u2019avez-vous encore retenu de Cannes ?<\/h2>\n

L\u2019un des autres points dont il a \u00e9t\u00e9 question \u00e0 Cannes, c\u2019est l\u2019efficacit\u00e9 et la mesurabilit\u00e9 des efforts en termes de communication. Il s\u2019agit l\u00e0 d\u2019un point important auquel l’industrie de la musique se doit de formuler une r\u00e9ponse ad\u00e9quate. Et c\u2019est pour nous un challenge, car la musique fait appel aux \u00e9motions et d\u00e9pend \u00e9norm\u00e9ment du ressenti de chacun. Composer ou acheter de la musique, par exemple, n\u00e9cessite de gros investissements. Les marques souhaitent donc savoir, de pr\u00e9f\u00e9rence \u00e0 l\u2019avance, \u00e0 quel retour sur investissement elles peuvent s\u2019attendre. Nous sommes donc en contact avec des entreprises qui proposent des analyses pr\u00e9dictives, comme l’imagerie c\u00e9r\u00e9brale. Ce que l\u2019on peut constater \u00e0 Cannes, c\u2019est que les consultants se font de plus en plus pr\u00e9sents. Je pense qu\u2019ils jouent aupr\u00e8s de leurs clients un r\u00f4le diff\u00e9rent de celui des agences de communications. Ils voient les choses du point de vue des objectifs de l\u2019entreprise et des r\u00e9sultats. Heureusement, les donn\u00e9es que nous recevons de notre partenaire Universal, par exemple, nous donnent une bonne id\u00e9e de ce que les clients de nos clients aiment \u00e9couter et de la fa\u00e7on dont on pourrait en tirer le meilleur parti.<\/span><\/p>\n

S’agit-il encore de cr\u00e9ativit\u00e9 ou plut\u00f4t de technologie ?<\/h2>\n

\u00c0 Cannes, on continue de voir de tr\u00e8s bonnes id\u00e9es communiqu\u00e9es sous forme de films ou d\u2019affiches. Mais la cr\u00e9ativit\u00e9 est de plus en plus li\u00e9e \u00e0 un usage innovant de la technologie – ce qui ne devrait jamais \u00eatre un but en soi, selon moi. Il faut que le r\u00e9sultat soit vraiment pertinent. Simplicit\u00e9 et transparence sont les ma\u00eetres mots. De mon point de vue, une invention telle que la<\/span> voix non genr\u00e9e<\/span><\/a> passe \u00e0 c\u00f4t\u00e9 de la question. Il est est \u00e9trange de ne pas parvenir \u00e0 identifier une voix comme masculine ou f\u00e9minine. Le fait que la technologie parvienne \u00e0 ce r\u00e9sultat est impressionnant, mais \u00e0 qui cela sert-il ? Aux Pays-Bas, des marques comme Albert Heijn ou KLM font d\u00e9j\u00e0 de tr\u00e8s bonne choses avec les assistants vocaux. Elles sont capables de proposer des services logiques et accessibles comme la possibilit\u00e9 de faire ses courses ou de rechercher des informations sur des vols. Cependant, si c\u2019est d\u2019informations financi\u00e8res ou de votre sant\u00e9 qu\u2019il s\u2019agit, les choses deviennent tout de suite plus compliqu\u00e9es. Quelle est l\u2019identit\u00e9 sonore de votre marque ? Choisirez-vous une voix masculine ou f\u00e9minine ? \u00c0 quelle vitesse et sur quel ton le com\u00e9dien voix-off doit-il s\u2019exprimer ? Comment parvenir \u00e0 une conversation qui ait l\u2019air naturelle tout en fournissant au client les informations dont il a besoin le plus rapidement possible ? Il s\u2019agit l\u00e0 la plupart du temps d\u2019un territoire encore inexplor\u00e9, qu\u2019il est\u00a0 fascinant de d\u00e9couvrir en compagnie de nos clients.<\/span><\/p>\n

Comment nous d\u00e9fendre contre Amazon et ses semblables ?<\/h2>\n

Je pense que nous assistons en ce moment \u00e0 une course entre d\u2019une part les marques qui souhaitent se positionner dans le domaine de la recherche vocale, et d\u2019autre part des acteurs de l\u2019e-commerce comme Amazon qui les court-circuitent en s\u2019appropriant leurs consommateurs.<\/span><\/p>\n

Aux Etats-Unis, 50% de chaque dollar d\u00e9pens\u00e9 en ligne va d\u00e9j\u00e0 \u00e0 Amazon. Et qu\u2019est-ce qu\u2019on constate ? Prenez les piles Duracell, par exemple. Si cette marque est le leader du march\u00e9 des piles dans le commerce de d\u00e9tail physique, lorsque l\u2019on commande sur Amazon on obtiendra une marque de distributeur ou une marque compl\u00e8tement diff\u00e9rente. On peut ici parler de monopole et de concurrence d\u00e9loyale<\/span>. <\/b>La r\u00e9alit\u00e9, c\u2019est que la commodit\u00e9 l\u2019emporte toujours. C\u2019est d\u2019ailleurs quelque chose que l\u2019on peut \u00e9galement constater sur les r\u00e9seaux sociaux : nous savons pertinemment que nos donn\u00e9es sont vendues comme une marchandise, nous savons que nous sommes manipul\u00e9s – et pourtant nous ne parvenons pas \u00e0 nous d\u00e9tacher des r\u00e9seaux sociaux, parce qu\u2019ils sont pratiques et divertissants. Le m\u00eame probl\u00e8me peut \u00eatre constat\u00e9 dans le domaine de la recherche vocale. C\u2019est aujourd\u2019hui le cas aux Etats-Unis, mais \u00e7a le sera \u00e9galement demain en Europe.<\/span><\/p>\n

En r\u00e9sum\u00e9, on voit appara\u00eetre de nouvelles trajectoires au sein du parcours client, ainsi qu\u2019un tout nouveau point de contact qui contraint les marques \u00e0 mettre au point une strat\u00e9gie centr\u00e9e autour de la voix. Aux personnes d\u00e9sireuses d\u2019exp\u00e9rimenter dans ce domaine, Voicebooking offre la possibilit\u00e9 de tester son <\/b>g\u00e9n\u00e9rateur de voix off<\/b><\/a>. Avec ce g\u00e9n\u00e9rateur, vous pouvez tester gratuitement des voix off afin de d\u00e9terminer celle qui convient le mieux \u00e0 la recherche vocale.<\/b><\/p>\n

Le pouvoir de la musique, des voix et du son lorsqu\u2019il s\u2019agit de communiquer avec les gens d’une mani\u00e8re \u00e9motionnelle est \u00e9norme. Pour les marques, c\u2019est l\u00e0 une source d\u2019opportunit\u00e9s extraordinaire. Si vous souhaitez approfondir le sujet, nous nous ferons un plaisir d\u2019\u00e9changer avec vous : n\u2019h\u00e9sitez pas \u00e0 nous contacter chez Voicebooking ou \u00e0 contacter nos partenaires, comme l\u2019entreprise de branding sonore Amp.Amsterdam.<\/b><\/p>\n

Vous voulez en lire d’avantage ? Retrouvez tous nos ebooks ici :
\n52 conseils pour r\u00e9diger des scripts voix-off convaincants<\/a>
\n15 conseils pratiques – Les choses \u00e0 faire et \u00e0 ne pas faire en mati\u00e8re de production interne<\/a>
\nCe qu’il faut rechercher chez une voix off qui travaille \u00e0 distance – Une checklist pratique pour travailler avec une voix off en ligne.<\/a>
\nDes cours e-learning percutants – 20 conseils pratiques pour cr\u00e9er un cours e-learning efficace<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

La semaine derni\u00e8re, lors du Festival de Cannes Lions, un partenariat a \u00e9t\u00e9 annonc\u00e9 entre le g\u00e9ant publicitaire WPP et iHeartMedia, l’une des plus grandes soci\u00e9t\u00e9s am\u00e9ricaines de contenus audio. Il s\u2019agit l\u00e0 d\u2019une nouvelle significative. La course \u00e0 qui gagnera la conversation avec le client est \u00e9galement d\u2019actualit\u00e9 aux Pays-Bas. Nous avons rencontr\u00e9 Diederik … Continued<\/a><\/p>\n","protected":false},"author":3,"featured_media":11670,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[264],"tags":[],"class_list":["post-9068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-autre"],"acf":[],"yoast_head":"\nCannes : \u00e9volution de la recherche vocale | Voicebooking<\/title>\n<meta name=\"description\" content=\"Le festival de Cannes a amen\u00e9 partenariats et innovations sur le march\u00e9 du voice over ! 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