Warning: This post will mention the word ‘chatbot’ a lot.
Chatbots (first one down) are a huge part of the future of marketing and they’re already popping up left, right and centre to help brands connect with customers. In April, Facebook announced at the F8 Conference that they were going to open up their wildly popular messaging app to brands. We all know Facebook’s a massive player, with over 1 billion active monthly users for messenger. That’s one of the biggest reasons why brands are looking to collaborate with Facebook, because of the amount of active users out there and customer’s comfort with using Facebook.
So, basically getting on board with messaging platforms that already have loads of active users is a marketer’s dream and brands can develop chatbots that can pull all sorts of consumer data from Facebook. Think how many times over the years you’ve liked products and content; bots will be able to use this data to create catered interaction with customers and a more personalised customer experience.
People are increasingly seeking more personalised, conversational interactions with brands. They want something that knows what they like and don’t like and they’re more likely to come back when they get it. Brands are working their socks off to create more user-friendly, personalised interfaces. The advantage of having a chatbot sitting within a pre-exisiting messaging platform means that users don’t have to download more apps; interaction will be effortless.
Brands will be able to come up with lots of new, engaging and creative ways to speak to customers and this counts for how they’ll speak to them too. Chatbots will become a figurehead for a brand and customers might choose to buy from a specific brand because of their chatbots and the customer service they deliver. Coming up with funny, talkative and quirky chatbots will spark competition, as customers will seek out their favourite bots and associate the type of service and interaction they have talking to a chatbot with the brand in general. Providing instantaneous, chatty interactions that are fuelled by personalised customer history and intent means that there’s ample opportunity for creative marketing strategy.
There are also opportunities for customers to receive really accurate information from chatbots. Without having to be put on hold or engage in a lengthy email exchange that lasts for days, customers can quickly gain instantaneous answers from a chatbot that can rapidly search through their customer history and find solutions to their problems. It will also be able to make suggestions and offer ways of making their customer journey even better, increase conversion rates and improve brand loyalty.
Another reason why chatbots will become to integral to overall marketing strategy is because they’re relatively easy to change and adapt, because they’re interlinked across platforms. With one chatbot mechanism rolled out across various different messaging platforms, brands can make changes to the chatbot itself and it can then alter the messages and content that it sends out to customers. If a big marketing campaign needs to be tweaked, then it’s relatively easy to make changes to a chatbot from one place. You’ve then got a situation where a chatbot can send out uniform, updated info to customers across platforms, without brands having to worry about differing messaging going out and having to manually alter everything in each specific platform.
Chatbots are around at the moment but their popularity will explode in the coming years. By enabling them to sit within messaging platforms with loads of active users, brands can use the appeal of instant messaging to revolutionise customer service and the user journey.