So are you like me wondering what’s all this ongoing chatter about chatbots? Let’s delve into this mystery together to find out, shall we? Because let’s face it, there’s always something new to learn in the digital realm.
When you visit a website you may have noticed a window pop up offering to help you out. Happens most of the times right? That’s nothing but a chatbot in action. Chatbots are online tools driven by computer programs to mimic human conversation in the form of text or speech. Messaging platforms like Facebook Messenger, Slack, WeChat use chatbots and they vary in complexity. Some bots use very simple “If/then” programming. If the customer asks ‘this’ then the chatbot answers ‘that’. The more complex types of chatbots use Artificial Intelligence (AI) and Natural Language Processing (NLP). These chatbots learn from their interactions with humans to give a really great user experience.
The chatbot technology has been in use for quite some time. The automated customer service robots that jump into action as soon as you call a helpline number can be regarded as an early form of chatbot. Today chatbots are constantly evolving. Their increased intelligence allows chatbots to suggest new ideas and even demonstrate humour and emotion.
Studies found that almost 57% of people preferred live chat to get their queries answered. So why not use chatbots to take your business up a notch? Following are some reasons to implement the use of chatbots in your marketing strategy:
- Improve service
Chatbots are programmed to talk with customers and take care of all things right from asking the customer about his needs to answering the queries that the customer may have. Chatbots take a huge amount of work off your hands. When users visit your site they expect their queries to be resolved. If they remain unsatisfied, then they may never visit your site again. This is where bots can save the day especially if you have a small customer support team. Chatbots can help your customers with quick response and accurate results. Thus the customer wait time is reduced and there is no need for a live representative.
- Improved engagement of customers
Along with handling customer inquiries, bots can engage customers and send follow up messages. This can help to ensure that the buyers are satisfied with the products/services and also update them regarding any changes or updates in your products and services.
Active personalized engagement is made possible through bots. For eg: Disney launched their Officer Judy Hopps bot on Facebook Messenger to build up the excitement prior to the movie – Zootopia’s release. The users actively interacted with Judy on a detective hunt and experienced her story.
- Get direct insights from customers
Chatbots offer highly personalized and conversational setting wherein users can converse directly just like they do with their friends or family. Businesses can store personal information which can be used in future communications for customized user experiences. Socially awkward and intrusive questions are welcomed in chatbot interactions. For eg: Victoria’s Secret PINK Bot suggests specific bra styles and sizes based on a questionnaire. However, brands must always be careful to draw the line between privacy and personalization to provide the best possible user experience.
- Social media marketing
Social media marketing has gained popularity over the last few years due to its communication possibilities and ability to influence users on a massive level. Chatbots are taking over social media marketing as they allow communication with numerous people commonly in Facebook pages for queries. Chatbots have now made it possible for customers to read and receive information, ask queries and even make purchases from a chatbot. The heavy use of chatbots in social media marketing since 2016 has lead to the prediction that around 85% of all customer interactions with a business wouldn’t involve humans.
Thus chatbots have enabled brands to be relatable and personalized like never before. They are quick and efficient, analyse data and save a lot of manpower. Chatbots can make every marketer’s dream come true. A world where brands can build authentic relationships with buyers and where buyers can trust brands. Bots can automate a huge chunk of work and still keep the human and personalised touch intact. Have you used bots in your marketing endeavours? Do let us know about your experiences. We are a digital marketing agency based in Adelaide and can help you out if you want to include bots in your marketing strategy.