When you see “Conversational + marketing”, what comes to your mind first? Many people may think conversational marketing is just live chat in the era of the Internet. But it is more than that and covers all the channels your customers use!
What is Conversational Marketing
Conversational marketing, literally understanding, is a marketing process through conversation, which means dialogue-driven and real-time interactions in every stage of customers’ purchasing process.
Conversational marketing, understanding from usage scenarios, is also a combination of human conversations, both live and AI-led chat, chatbots, SMS, social media, etc.
Why Companies Need to Considerate Conversational Marketing Now
Technology has changed the relationship in the world, there will have relations between people, between robots, and between people and robots.
Under the general trend of the times, no company will stay out of the way and stick to the previous sales and promotion model. Most companies have actively embraced the internet and AI.
The term “being digital” was first used in the book Being Digital by the American theorist Nicholas Negroponte. The book named society after the emergence and popularity of the Internet in the late 1980s and early 1990s. Being digital means that people have moved from an atomic world to a bit world, where they live in a virtual, digital space where they use digital technology to communicate, learn and work.
With the booming development of Internet technology, digital social networking, remote work, virtual existence and other Internet applications, we are spending more and more time inhabiting bit space.
All users are searching for information and finding friends on the Internet, and different apps are supporting them to complete different information searches. But as a business, it is natural to have a conversation between customers and you in all online spaces, a ready interaction that can solve customer problems very quickly and reduce possible friction.
The use of mobile Internet deepens the connection and interaction between users and companies, and data is an important link in this connection and interaction.
The more interactions there are, the more comprehensive the data collected about the user. Over time, the interaction between the user and the brand will be like talking to an old friend, without the need to repeat the same information, and the quality of the interaction will be improved accordingly.
Today's technology enables brands to engage in conversations at scale with thousands of users simultaneously at any stage of the user journey, as well as identify and remove potential impediments to reducing friction throughout the user journey. These conversations are result-oriented, high-quality communications that are beneficial to both parties.
Effective, useful conversational marketing is not just about knowing what to say, but also how to say it (cultural context and personalization) and where to say it (the user's channel preferences).
1. Live chat
Live chat is a key part of the conversation experience, but it is also important that the live customer service agents handling the chat have the knowledge base and service awareness to solve problems for the user.
In many cases, live chat can be replaced by an automated chatbot designed specifically for this purpose. This is because automated conversations can function at any stage of the user journey and on any digital channel (including websites, WhatsApp, Messenger, etc.).
3. SMS Text messaging
With the advantage of not being dependent on the internet, SMS has the greatest reach and open rates and should not be overlooked as a tool for conversational marketing. For marketing messages, there are guidelines in many areas on how to use SMS for marketing purposes, so it is most often used to interact with existing subscribers to make transactions.
4. Social media
Nowadays social media is integrated into every aspect of modern life, people are used to going to social media channels to learn and research products, and message brands and users are eager to connect and interact with brands, and this trend will grow as the meta-universe is realized.
The cost of doing conversational marketing and selling a product or service to a brand's followers (fans) is almost negligible compared to the high cost of advertising on the platform, and brands can control the whole process within their own social media circles.
Conversational marketing can also be used to build your brand image on social media, with different expressions and a different image of approachability and professionalism.