A strong conversational marketing strategy is crucial in today’s increasingly digitized and connected world for companies to remain competitive. Conversational marketing is quickly becoming a critical component of any marketing strategy – be it meeting customer expectations and needs, generating new leads, or boosting customer engagement.
Until recently, marketing technology lacked the ability to deliver a personalized conversation that was both enriching and engaging at scale. However, capabilities like AI-powered chatbots deployed in key direct marketing channels can make this a reality. Using an AI bot with SMS as part of a proactive or reactive direct marketing program, for example, allows marketers to fully embrace the new era of conversational marketing.
Since the outbreak, conversational technology has advanced rapidly. Many organizations were compelled to go virtual in such a short period of time, and as a result, they needed to find digital solutions to be ubiquitous and handle the tremendous growth in customer support load – a perfect scenario for chatbots and AI. Millions of people were utilizing chatbots almost overnight to get things done without the need for human intervention, and this trend is expected to continue even after the pandemic ends.
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How conversational marketing helps brands build a solid foundation
- Multi-channel approach: Marketing is critical for a company to reach its target audience; it is the first step in establishing a dialogue between businesses and their customers. These conversations used to take place over the phone and via e-mail. However, today, various tools are available at the disposal of organizations to engage their target audience. From websites to chatbots to social media apps and voice bots, technology has propelled marketing forward by leaps and bounds, allowing businesses to tap into previously untapped markets by deploying conversational marketing tools.
- Seamless and straightforward: A good conversational marketing strategy makes communicating with customers simple and easy. With technological advancement moving at such a breakneck pace, more and more businesses are turning to instant messaging services to encourage customers to share relevant information and build brand loyalty.
- Personalization: Every customer wants a personalized experience. Consumers are at the center of conversational marketing because this approach listens to them and makes them feel understood. When brands reach out to customers with content that has been specially created for them, it engages them on a personal level, much like a conversation. As a result, consumers are more responsive to receiving and responding with messaging that brings customized offers.
- Fostering an environment of trust: Information flow between customers and brands establishes a channel for identifying their aspirations and goals. This understanding of customer behavior is based on current patterns rather than historical data. Humans are driven by a desire to socialize, and thanks to technological advancements, they can do it better than ever before. To build trust, marketers should look to offline shopping environments, where skilled salespeople engage customers and understand their needs. Conversational marketing accomplishes the same goal by cultivating a faith-based environment that leads to a sale.
- Improved customer engagement: To boost consumer engagement across communication channels, brands should adopt chatbots powered by artificial intelligence and machine learning. Chatbots cut wait times and provide customers with correct responses while also conveying the brand essence.
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Adopting a conversational marketing strategy
There are various ways through which businesses can incorporate a conversational marketing strategy into the next marketing campaign. Using an automated chatbot to activate FAQs is a relatively simple way to add a conversational layer. Marketers can still send out offers using chatbots, but customers will have an open, always-on channel that is designed specifically for their answers.
Marketers can successfully provide a more customized experience, drive more engagement, and sell more products while driving higher consumer satisfaction by taking a more human-centric approach to marketing. The first step toward a successful conversational marketing strategy is allowing customers to ask questions, and companies that invest in this approach now will likely be in a better position to build loyalty and reduce churn right away.
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