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Five Ways to Leverage Conversational Marketing Today [2022]
Five Ways to Leverage Conversational Marketing Today [2022]

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Customers and prospects no longer have to sift through your entire website for an email address, only to be told that 'we will get back to you.' Today, conversational marketing has evolved from a passing fad to a stable trend and, eventually, one of the leading approaches to digital marketing.

Conversational marketing is a feedback-driven strategy that employs chatbots, live chat, and targeted messaging to encourage genuine conversations and deliver value across channels.

However, it is believed that, while highly effective and necessary, conversation-driven marketing is only a tiny part of a much larger picture. Conversations about driving growth and providing a better customer experience should occur throughout the customer journey.

Conversation-driven sales are likely to significantly assist sales teams in connecting with leads in a more personalised and organic manner. Similarly, customer support teams have already shown that they can benefit from a conversational approach. As a result, when developing a conversational strategy for businesses, you should consider how it will affect your company.

What Actually is the Hype About?

Customers nowadays have information at their fingertips. Traditional methods of retaining and attracting customers have become problematic, with many options for better-informed customers.

The Hubspot report says that 53% of buyers are likely to buy from businesses with whom they can communicate via message. The messaging channel is not only fast and easy, but it also feels like a conversation to many people. 

Resultantly, if you're a business owner looking to scale your marketing strategy (paid or organic) today, conversational marketing via chatbots and live chat is the way to go.

Conversational Marketing: Make Way for More Sales & Engagement!

Conversational marketing can be effective because it uses a conversation experience to build and develop customer relationships. It may also aid in the expansion of your customer base and the development of customer loyalty.

Here are some benefits of this approach:

  • Availability around the clock: AI-powered bots are capable of answering customer inquiries in real-time. Your customers may appreciate this because it demonstrates that you prioritize their needs.
  • Understanding your audience: The conversations powered by artificial intelligence might be a gold mine for brands, as they can provide a better understanding of your audience. Regarding marketing value, brands can start utilizing their customers' language and verbiage in their messaging.
  • Adding a human touch to your brand: Your outreach can become much more natural when you combine live chat options, AI-powered bots, and social media.

Ways in Which Conversation Marketing Can Amplify Businesses

Live Chat

Live chat is the first and most accessible form of chat-based marketing. Its power stems from immediacy, personal touch, and human attention. Live chat is an excellent way to provide pre-and post-purchase assistance and close deals online.

  • Conversational statistics reflect the popularity of live chat. According to a survey, 79 percent of consumers prefer live chat because of its instantaneity.

Chatbots

Chatbots can drive retail sales with upselling, marketing, as well as cart recovery notifications. Even statistically, eCommerce transactions via chatbots are predicted to reach $112 billion by 2023.

Bots began as simple surface-level assistants intended to perform basic customer service tasks. However, as chatbot technology advanced, they moved into every stage of the customer journey, taking on more complex roles such as processing transactions, finding products, promoting and advertising, and so on.

In 2020, the World Health Organization launched a WhatsApp chatbot to provide data to government agencies for them to distribute critical pandemic updates. In many of the pandemic's hardest-hit areas, total messaging through Facebook's family of apps increased by more than 50%. The WHO's new messenger bot had over 1.3 billion monthly active users during that period.

Virtual Assistants

Virtual assistants were designed with the end-user in mind and programmed to accept input and perform tasks via verbal commands. They were created to understand human speech and are powered by artificial neural networks, which allow them to predict the user's intent regardless of how random the question is.

Because virtual assistants are AI-powered, they can learn the user's preferences and habits over time. As they collect more and more data, virtual assistants are constantly evolving and becoming more competent. They can understand natural language, recognize faces and communicate with other smart devices and technology.

Voice assistants are one such example of the same. They are intelligent chatbots that use spoken words rather than a visual interface.

Although voice UIs have grown in popularity in recent years, they remain relatively exclusive to big corporations due to the complexity of their development. Apple's Siri, Google Assistant, Amazon's Alexa, and Microsoft's Cortana are the market leaders using the voice assistant feature.

Furthermore, brands such as Domino's and Starbucks are already utilizing conversational automation, with their voice assistants handling pizza and coffee orders.

Personalized Emails

Although email isn't the first thing that comes to mind when thinking of conversations, this appropriate old communication format remains relevant even today in the conversational landscape.

There are times when email communication fits right into the conversational space and dialogue takes center stage. Emails are ideal for sending out announcements, events, special offers, and personalised messages. 

Keeping the messaging brief and focused on building on existing relationships is the best format for email marketing. Emails should be sent in a tone that shows brands care about their customers without overwhelming them.

Email drip campaigns, for example, can automate sales. It's easier to manage your workflow when you use email drip campaigns, which let you create personalised email sequences that feel like conversations.

SMS

The use of SMS marketing has the potential to significantly improve your marketing game efficiently and contribute to building long-term customer relationships. Conversational text marketing delivers real value and not just a sales push.

The trick is continuously addressing the customer by name to give the text a personal feel and avoid sending automated message blasts. SMS marketing should not be a one-way street. Rather than sending customers dead-end push notifications, brands need to allow them to respond and have a continuous real-value conversation.

The human-centric approach to marketing today can contribute to higher engagement, a more customised experience for the consumer, and more sales. As customers expect brands to be "present" during the virtual process by providing answers and conversing, brands must invest in this approach immediately to increase loyalty and reduce churn.


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Dr. Vikram Kumar

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