By Ravi Kumar
Marketing has moved from a competition for consumers’ time and attention to more personalized engagement. Modern, tech-savvy consumers are more aware and demand solutions tailored to their specific needs. If you want to do business in such a market, you cannot wait for the consumer to discover your products and services. Instead, you need to be ready to talk to the customer and facilitate their discovery.
Thus, brands’ marketing approaches will have to move from following consumers to talking to them and getting to know them better. Automate AI, an artificial intelligence and automation company that helps brands create personalized shopping experiences, says conversational marketing delivers three times the engagement rate of top-performing digital assets.
Help consumers find the solution they need
Digital marketing, in its evolution over the years, has also come to this challenge, resulting in the marketing moment. But even as marketing suffers from the limitations of digital marketing – “the consumer has to search for a specific solution to find it”. For example, you’ll start seeing joggers ads all over websites and searches the moment you research and buy a pair.
It’s easier for digital marketers to deliver solutions to customers who are looking for them. But how to help a consumer in his discovery of the solution? Or how to speed up their journey of discovery?
Conversational marketing offers the solution. Interactions with customers on brand chatbots help brand marketing teams understand the consumer discovery process. Digital teams (SEO and Google Search Ads) can respond to consumer queries from chatbots via content across different channels. The brand can also address relevant issues through other marketing channels, including print and television.
On the other hand, chatbot integrations also benefit customers. A recent Salesforce survey showed that personalized brand messaging positively impacts customer experience, drives conversions, and improves visitor engagement for the majority of brands.
Backward integration – not just marketing
It would be an injustice to say that conversational marketing tools are limited to only generating marketing results. Conversational marketing tools have also proven capable of bridging the gap between marketing and production.
However, the most significant impact for brands using conversational marketing will be consumer data ownership. Gartner’s survey highlights the growing number of companies using data from their conversational tools to improve products and expand their customer base.
Over 80% of consumers say their interaction with a conversational chatbot is positive. Conversational marketing has driven engagement and conversion for some of the biggest consumer brands, and it continues to evolve.
Ravi adds, “Conversational marketing tools have offered what marketers have been looking for for ages: the evolution of products with consumers. The biggest benefit for brands would be the completion of their product development and marketing loop. As conversational marketing generates relevant consumer data, it will also help brands to shorten the time to market of their products and services. »
Conversational Marketing on the Rise of Adoption
According to the Gartner Hype Cycle published last year, AI Chatbot applications are approaching the productivity plateau. As the technologies behind the tools mature, the solutions will become more liberal. Since personalized conversations not only benefit consumers but also brands, businesses must seize this opportunity.
Historically, digital marketing has also raised the threshold for conversion rates at its peak. It was a revolutionary extension of marketing in its early days. Today, it is a necessity for businesses. But the relationships between brands and their consumers are primarily defined by the tech giants who own most of the consumer data.
Chatbots haven’t had that kind of history directly related to business. The project began as an experimental extension of the human mind. Yet, the resulting business applications of intelligent chatbots have had a huge impact on customers as well as brands.
Through conversational engagement with consumers, brands can start owning relevant consumer data again. And it won’t be spy data, but rather genuine data shared by willing consumers, that brands are genuinely helping.
The author is the founder of MadHawks, a digital marketing agency
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