Technology is evolving at a rapid pace and brands need to be ahead of the curve. Conversational marketing is a major trend in the marketing industry today, and companies failing to embrace this approach are falling behind. Is your brand ready to adapt conversational AI?
In today's fast-evolving landscape, a growing trend is digital-first marketing. While you may be miles ahead of your competition, what you might be missing is conversational AI or conversational artificial intelligence. Conversations are a major shift in the way businesses interact with customers and it is the defining element of a digital-first customer experience. Artificial intelligence has evolved customer service like never before, and customers are now expecting much more from their interaction with brands and businesses.
Personalisation is the key in conversational marketing, allowing brands to interact with consumers and prospects in the most personal way. Online conversations between customers and brands build trust and improve relationships, in turn generating a happier environment for both. So, let's find out all about conversational AI and how your brand can adapt to it.
Conversational AI – What is it?
Conversational AI is a subset of artificial intelligence that uses conversations to support an end-user complete a task. It can be used to interact with consumers in different ways like marketing, support, entering a funnel, and sales. With the concepts of Artificial Reality (AR), Virtual Reality (VR) and Metaverse taking centre stage, the world is now moving towards conversational marketing, making brands more human. Consumers are already enjoying conversational marketing experiences through different voice assistants like Google Home and Amazon Alexa, which are integrated into the homes of millions of users. This is helping brands participate in real-time conversational marketing at scale.
Conversational AI in Marketing – What is it?
Conversational AI in marketing is a new way to engage with customers. It allows businesses to communicate with their customer base in a form of enjoyable, one-on-one communication that directly targets your audience. This type of AI can be used to quickly gather information about a customer's needs and preferences, making it an invaluable tool for businesses looking to improve their customer service. In addition, conversational AI can also help businesses increase sales by providing personalised recommendations and product suggestions based on customer data. Ultimately, conversational AI provides a more humanised way of interacting with customers that can lead to improved customer satisfaction and loyalty.
Conversational AI in Marketing – How does it Work?
Conversational AI can be used for marketing purposes to engage with customers and prospects, gather information, and provide recommendations. The technology can be used to create chatbots, which are computer programs that mimic human conversation, or it can be integrated into existing customer relationship management (CRM) systems.
There are several benefits of using conversational AI for marketing purposes -
⦁ It can help you save time by automating tasks such as customer service, lead generation, and appointment scheduling.
⦁ It can help you gather accurate data about your customers and prospects, which can be used to create targeted marketing campaigns.
⦁ It can improve customer satisfaction by providing recommendations and suggestions that are tailored to the individual.
If you're thinking about using conversational AI for marketing purposes, there are a few things you should keep in mind -
⦁ First, it's important to choose a conversational AI platform that is right for your business. There are many different platforms available, so it's important to do your research and select one that will meet your specific needs.
⦁ Second, you need to train your employees on how to use the technology. This includes teaching them how to create chatbots and how to integrate the technology into your existing CRM system.
⦁ Third, you need to create a plan for how you will use conversational AI to interact with your customers and prospects. This includes setting up rules and regulations for how the technology can be used, as well as creating a process for monitoring and evaluating the results of your conversations.
Conversational AI – Why do you need it?
What’s the best way to connect with customers these days? It’s the conversation that matters. Companies and brands need to focus on customer experience and listen to what their customers are saying. Technology is evolving at a rapid pace and brands need to be ahead of the curve. Conversational marketing is a major trend in the marketing industry today, and companies failing to embrace this approach are falling behind.
Here's why brands need to leverage conversational marketing to get ahead -
⦁ Attracting New Customers - Customers today are seeking a positive brand experience. Therefore, it is important to consider how your brand communicates and resonates with the customer. A traditional approach may push the customer away, which is why communication strategies are of utmost importance. This is where conversational AI becomes a powerful tool, helping marketing campaigns and driving purchase decisions. It can address customers at every stage of their journey, from discovery to checkout. It is also an important tool to build customer loyalty.
⦁ Beating the Competition - Conversational AI can have a high and positive impact on a brand's strategy and campaigns. Integrating a conversation AI platform into your process can quickly help you generate better performing campaigns and funnels, in turn helping you reach, or even better, surpass your competitors.
Conversational AI – What are the Applications?
Conversational AI is becoming increasingly popular in the marketing industry. Some applications of how it can be used to improve customer engagement and drive conversions are:
⦁ Chatbots: Chatbots are perhaps the most common application of conversational AI in marketing. They can be used to provide customer support, answer FAQs, and even promote products and services.
⦁ Virtual Assistants: Virtual assistants, powered by conversational AI, can help customers with tasks such as booking appointments or making purchases.
⦁ Personalisation: Conversational AI can be used to personalise the user experience on a website or app. For example, it can be used to recommend products based on past purchase history.
⦁ Lead Generation: Conversational AI can be used to generate leads by engaging with potential customers and gathering information about their needs.
⦁ Market Research: Conversational AI can be used to conduct market research by conducting surveys and collecting customer feedback.
⦁ Customer Service: Conversational AI can be used to improve customer service by providing quick and efficient responses to customer queries.
⦁ Sales: Conversational AI can be used to boost sales by providing personalised recommendations and helping customers through the purchase process.
⦁ Loyalty Programs: Conversational AI can be used to create and manage loyalty programs, providing personalised rewards and incentives to customers.
⦁ Social Media: Conversational AI can be used to interact with customers on social media, providing customer support and driving engagement.
⦁ Event Marketing: Conversational AI can be used to promote events and drive ticket sales by providing information about the event and engaging with potential attendees.
Conversational AI - What are the Key Benefits?
Some of the major benefits a conversational AI can bring to your marketing strategies include -
⦁ Customer satisfaction and deeper relationships
⦁ Better insights, data, and analysis
⦁ Increase outreach and customer engagement
⦁ Higher conversion and quality leads
The use of conversational AI by businesses is still in its early days, but it’s clear that this technology has the potential to change how we interact with brands. Marketers who are quick to adopt and experiment with this tool will be well-positioned to reap the benefits as conversational AI becomes more ubiquitous. Are you ready to start incorporating chatbots into your marketing strategy and STAY AHEAD of the competition?
If you’re not sure where to start or need help getting started, contact Pulp Strategy, one of the leading strategic marketing agencies in India, and we’d be happy to assist you.
