Chatbots are quickly gaining popularity in the world digital marketing and if you’ve used instant messaging over the last 6 months you might have already interacted with a one.
Chatbots offer a range of features that provide the user with a ‘near human’ experience without the need to wait on hold or reach out publically via social media. Though this technology is still in its infancy, chatbots have been shown to increase consumer interaction, improve overall consumer experiences, and most importantly generate sales.
This week we’re looking at how chatbots are contributing to the digital marketing space and highlighting four ways they can change how you interact with your customers.
Chatbots – Always On
One of the biggest annoyances for consumers is when your businesses can only be reached during normal working hours. As you might imagine, most of your consumers are working throughout the day and need to be able to contact your company during off hours.
A chatbot, while not a perfect substitute for a person, can provide an excellent first point of contact to assist with general questions. Anytime availability means your company can market themselves as easily accessible and consumer friendly.
Simple and Autonomous Interactions
At first, may seem strange to develop your chatbots for marketing purposes, but when you look at the impact they can have, you start to see that they are valuable tool.
Even if they are used as a simple preliminary point of contact, they help make you brand more available and create a better experience. A better consumer experience means more word-of-mouth recommendations and can have a considerable impact on sales and conversions.
Monitor Consumer Behaviour
Chatbots can also be programmed to monitor the inquiry and purchasing habits of your customers. With this information your company can better understand how you should be marketing your products and where you need to make changes.
By tracking responses and aggregating the data a chatbot can learn to adapt responses based upon consumer language and identify upsell opportunities. This type of activity fits neatly into any marketing framework as a tool to increase purchase size and encourage consumers to try different products.
Convert Data to Personalized Advertisements
Another useful feature of chatbots is the ability to identify customer details (such as first name) early the introduction phase.
This opens up interesting advertising opportunities throughout the conversation. For example, once a consumer’s issue has been identified, you can have the bot to ask the consumer to hold a moment to research an appropriate solution. During this time, you can share a personalized advertisement tailored specifically for that customer with their name included in the ad.
This tool can become even more powerful when data from previous interactions is used. You can, for example gather data on what time of day a particular customer is most receptive to upsells and only run ads during those times. They can also scan past purchase history and offer discounts on relevant accessories.
It’s important to be aware that chatbots aren’t right for every situation and their use should be considered carefully. But when implemented correctly, a chatbot can benefit both the customer and the business all while creating better consumer relations.