It wasn’t all that long ago that brands had no choice but to “spray and pray” the same marketing message to all their customers. Certainly, they knew that all customers, in general, had some common interests, but brands couldn’t dive deeper than knowing that all their retail clients, for example, were interested in women’s clothing.
Now, technology combined with fresh strategies like conversational marketing open up a whole new world when it comes to interacting with customers in really personalized and relevant ways.
What Is Conversational Marketing?
It seems there’s always a new “type” of marketing on the horizon. Conversational marketing simply refers to how a business engages with customers and contacts through marketing channels. Rather than blasting out a (possibly unwanted and irrelevant) marketing message to everyone, the brand puts the customer at the center of its communications and fosters a two-way dialogue.
Using all the great data you’ve harvested about your customers, you can provide really relevant content and offers and have a 1:1 conversation with each individual. You can engage in conversational marketing through email, social media, and especially: chatbots.[Text Wrapping Break][Text Wrapping Break]Now let’s look at some of the ways that conversational marketing can change the game for your strategy.
Personalization Has Never Been Easier.
Despite the fact that only 19% of marketers use behavioral data to personalize their marketing messages, brands already have unprecedented access to information that makes personalization a breeze.
Personalization can be as simple as addressing a contact by name in an email or text, or as detailed as using past buying behavior to fuel chatbot suggestions. Customers have told you what they’re interested in; use that data to help them shop smarter.
Messaging Apps are the New Social Media.
We’ve reached the tipping point: more people are using messaging apps than they are social media. And with 11,000 chatbots on Facebook alone, you can bet that a significant number of those messaging interactions are with AI, not real humans.
And because messaging apps provide a virtual recording of an interaction with a customer, you’ve got data you can attach to a customer’s profile in your CRM, enriching what you know about a given customer so that you can deliver even better marketing communications in the future.
Conversations are Easy on Mobile.
Consumers want an easy way to ask a question or find out information from a brand, especially when they’re on a mobile device. Rather than hunting through a brand’s website to find an email or phone number, with just a tap of a button, they’re connected to the brand through a messaging app. With chatbots programmed to answer common questions or recommend a product, you can easily increase revenue without investing in human capital to monitor the messaging interactions.
Conversations Happen at Every Stage of the Buying Process.
It can be challenging to deliver exactly the right marketing message throughout the buyer journey, but conversational marketing does just that. If, for example, a shopper is in the Convert stage (she’s already assessed her options for a solution and is now just about ready to buy), your AI-fueled conversation could compel her to buy from you if the offer is right. Once she’s completed the transaction, a chatbot can give her FAQs or shipping information. And after the purchase, you can continue to engage her by providing more incentive to become a repeat customer.
How Will You Leverage Conversational Marketing This Year?
With so many reasons to turn to conversational marketing, you might wonder where to start. Adding a conversational chatbot to your mobile app — or using an existing messaging app — is easy and affordable. Vibes’ mobile marketing experts are here to help.