Conversational marketing is rapidly gaining popularity among marketers. The best example for the evident shift would be Coca-Cola’s surprising avoidance of the marketing opportunity at the Super Bowl. Though Super Bowl is a great advertising landscape, it is a one-way street and form of communication. Today, marketers simply have many more ways to reach and engage their target audience. Conversational marketing is one such highly effective method. So, what exactly is conversational marketing? The following article will help you understand conversational marketing and figure out if conversational marketing is the best option for your business.
Definition of conversational marketing
Conversational marketing can be defined as a marketing tactic where the customer is the main character, and a dialogue-driven approach has opted to market to the target effectively. The best example of the same could be recognized on social media platforms. Brands have been communicating and interacting with customers back and forth on social media channels for the past few years. Messages and chatbots are the key players in engaging prospects and delivering personalized product recommendations. In addition, they are inconsistent in contact with the customer via emails, delivery deals, or by simply offering them advice and tips on how to make the most of their purchased products.
In 2020, practically all buyer and seller conversations will take place online. Both parties now claim that there is no turning back. According to the report, 80% of B2B professionals surveyed indicated their company had implemented a conversational marketing solution. Seventy-four percent of those didn’t want to add one. This trend is being driven by technological advancements, which have made it easier to build up automatic interactions with clients based on informed data sets about their tastes in order to give personalized suggestions. Natural language interaction and machine learning have gone a long way. Marketers might think of these technologies as a fresh set of ears.
Conversational Marketing Use for Customer Journey
Conversational marketing can be used at any point in the customer experience, including post-purchase interaction and loyalty campaigns. For instance, HelloFresh offers a chatbot named Freddy on Facebook Messenger that provides recipe ideas, meal reminders, and additional instructions around the holidays, which can be a stressful time for many cooks. Freddy has helped the organization in a variety of ways, and as a result, their customer response time has been reduced from 5 hours to 77 minutes. Employees can focus on more sophisticated tasks with the help of automated solutions. They can engage audiences in more meaningful ways and provide round-the-clock opportunities to connect with businesses on their terms if they work together.
The key motive of conversational marketing should be surrounding the needs of the customer and not the needs of the business. The rising popularity of social media apps and digital entertainment should be clear indicators that marketers will shift their focus to them. This technology will undoubtedly help them connect with their targets and engage them successfully and ensure that the right message reaches the right crowd at the right time.