DIGITAL MARKETING NEEDS CHATBOTS TO ADDRESS “TRUE” NOW
Category : Blog
Sounds like a very BIG statement presently – but with all my personal experience right through my time spend in the technology space since 1996 is why I have personally reached this conclusion. Chatbots and messaging apps are revolutionizing the future of marketing. Let’s now introspect the Chronology of Marketing since the 2000s. Way back then it was dominated by the very famous Search Engine Marketing and Optimization (SEM and SEO) until early 2010s, which then saw the evolution of Facebook and Social Media Marketing. But in the last couple of years we’ve seen mobile marketing rise and definitely plateau as users have stopped downloading new apps. Now, we are embarking into the era of messaging. Of late, I have had many traditional marketers asking me why are chatbots suddenly so important? The only reply I have is to scrutinize how consumer behavior has shifted from social networks to messaging platforms such as SMS, Facebook Messenger, Apple iMessage, Whatsapp and WeChat. The growth of the four largest messaging apps exceeds that of the four largest social networks. A peek into the chart below will shed more light.
We all know how exciting an opportunity is to introduce a new marketing channel which not only gives us a chance to experiment with fresh ad formats but also connect with consumers in smart ways. Lets not ignore the fact that early adaption by businesses will also enjoy fewer competitors, less ad fatigue, and potentially exponential returns on marketing investment dollars (ROI). Lets move on to something more factual. Below I have weighed-in and listed four critical ways that chatbots are transforming marketing while assisting businesses to capitalize on the current conversational trend. 1. NOT JUST CLICKS – “TRUE” ENGAGEMENT In traditional online advertising, we call a click of an ad or play of a video “engagement”. Engagement with a chatbot, on the other hand, has an active conversational element with a surreal experience.
Disney created the Officer Judy Hopps bot on Facebook Messenger to tease their audience and drum up excitement prior to the movie’s release. Instead of passively watching a movie trailer, users join Judy on a detective hunt and experience her interactive story first-hand. Engagement was whopping — users spent more than 10 minutes on average talking to the character and countless users restarted the conversation to replay a different scenario. Conversation and relationship building are extremely more effective than a simple ad or video view. The interaction leaves users with an entertaining experience, a better understanding of the brand, and a positive emotional feeling— takeaways rarely achieved with traditional ads. 2. NOT JUST CHATTING – “TRUE” INSIGHTS DIRECTLY FROM REAL USERS Users converse directly with chatbots just like they do with their family and friends. In this highly personal and conversational setting, chatbots can ask questions too intrusive to be in traditional ads. Questions such as “Where do you live?”, “What music do like?”, “Where’s your dream travel destination?” or even “What do you think of the latest Trump policies?” are socially acceptable and even welcome in chatbot interactions. Businesses can remember and refer to personal information in future conversations to further customize a user’s experiences.
Wingstop’s bot suggests new spicy offers to hot spice fanatics. In practice, brands must strike a responsible balance between personalization and privacy. 3. PARAMOUNT OPPORTUNITIES – “TRUE” PERSONALIZATION Ads have become more targeted over time. Brands are always seeking ways to appeal to users personally, whether through programmatic display ads, retargeting, or direct mail. With chatbots like a.l.i.c.e., brands can personalize a conversational experience with an individual.
Sephora’s intelligent chatbot for instance on Kik shares beauty tips with teenagers. The bot first inquires what users are interested in learning about — eyes, skin, hair, nails, etc. — and only suggests relevant products, beauty tips, and tutorials. Top Brands are adapting and introducing chatbots faster than ever – The Revolution is on … 4. BRING A BRAND – “TRUE” LIFE Traditional ads are “pushed” upon an unwilling or stoic viewer, while chatbots literally in the real-sense of the word “pull” users to engage with them. Strategically implemented and well-designed chatbots can tell your brand story, re-engage audiences, facilitate commerce, and grow your business. The omen is very clear that Digital Marketers must incorporate chatbots in their mix or certainly be left out from the ever-growing trend towards messaging apps. Call us on +971-6-7471888 or email [email protected] to know more on how we can introduce a.l.i.c.e. to engage your customers with your brand!