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Conversational Marketing, Chatbots, and Unique Customer Experience: A Game Changer!

Conversational marketing, A game changer.

Introduction

Not too far ago, artificial intelligence was an ambitious notion with many doubters. However, A.I and the rise of chatbots have begun redefining customer experience in the digital marketing landscape. 

Enhancing digital presence is a core competitive advantage for businesses in today’s market space. However, today’s marketing environment is more conversational. Customers desire quick and instant correspondence with companies, brands, and businesses. Real-time and direct feedback-back driven responses to customer queries have become highly integral to increasing conversion rate. This significantly impacts customer buying decisions in today’s market. Conversational marketing technologies and AI-powered chatbots allow for personalized B2C relationships. They help create improved customer experience, superior engagement, and customer loyalty. This is because any algorithm or digital solution that will thrive in today’s market must be ‘customer-centric,’. Meaning that it must provide quality customer experience while harnessing valuable information they leave behind throughout the buying process. 

AI, and Conversational Marketing

Artificial intelligence is injected into almost any type of business. Ai is used for various business collaborations, employment and customer motivations, engagements, and so on. Not to mention for analyzing feedback and calculating expected outcomes. Continued feedback is a vital component of conversational marketing. It helps businesses get engaged with communities. Continuous feedback assists in making and implementing improvement decisions. Businesses’ commitment to continuous feedback also helps them develop long-term customer loyalty. Today, businesses already utilize artificial intelligence in basic communications, product communications, and content creation. 

Influencing Buying Decisions

Even in a digital environment, the buying process starts well before the actual purchase and continues well after. Therefore, the business must constantly analyze digital feedback. Customers are constantly engaged in the buying decision process. The customer is engaged in the buying process before the actual purchase, and this buying decision has a post-purchase lifetime. In the digital environment, conversational marketing can influence the buying process and gather post-purchase information to better customer experience. 

Optimizing Customer Experience in the Buying Process.

In the buying process, customers constantly search for information to evaluate alternatives. It is obvious that not all information is available on various networks. There is therefore the need for conversation that is instant and accessible in real-time. That’s where chatbots come into play.  Chatbots create a personal and real-time touch with conversations that can influence consumer decisions from total-set through final decision. That’s the power of conversational marketing. 

Now, why feedback is relevant to creating an excellent user experience? The simplest answer is that customers after every purchase have post-purchase behavior. They either choose to keep a  product, get rid of the product temporarily or get rid of the product permanently. These three possible post-buying options form the basis for generating feedback data that corporate bodies must analyze to provide solutions. It’s a constantly rotating business cycle where businesses must constantly consider customer experiences.

Content marketing and the relevant addressing of target groups have long been preached as the formula for success in marketing. Nevertheless, there always will be a risk associated with artificial technology and its developments. Businesses must analyze physical, social, psychological, financial, time, and so on risks while employing Al. On the other hand, chatbots have advantages businesses must understand while creating a significant user experience. To fully benefit from this ongoing evolution, companies must consider the impact of digital communication and channels in their marketing plans. 

Customer Experience and User-Centered Design

In today’s global, digital environment user experience carries significant value. While needs and wants are still essential, many assessments, developments, and decisions are centered around giving valuable customer experience. 

The practice of creating engagement and efficient user experiences is called user-centered design. The concept of user-centered design is very simple. Take the user into account every step of the way as you develop the product. The implications of this simple concept, however, are surprisingly complex. They include AI, Machine Learning, Email Automation, Browser Push Notifications, Personalization software, and many more. User-centered design is at the center of digital transformation and will continue to be, giving rise to more customer-centric marketing strategies. Innovative technologies such as chatbots will continue to drive new marketing strategies such as conversational marketing.

The Rise of Chatbots

Less than 10 years ago, AI came on the scene and exploded into our personal and business. Since then, it has become one of the most defining characteristics of marketing in this age. 

Without needing to write a single line of code, marketers, and salespeople can now add chatbots to their websites. These chatbots can do anything from providing answers to questions, routing visitors to appropriate channels, ask qualifying questions, etc. By using a combination of real-time messaging and chatbots on your website, you can replace lead capture forms with conversations.

In a business marketing setting, effective conversation elevates content from a tired commodity to prose that motivates. The future of marketing and sales will see businesses return to speaking directly to their customers and potential customers. Through abandoning the traditional marketing and sales playbook and embracing the power of conversations, we have seen revenue growth. Chatbots are a new way to interact with users more humanly, through conversation. This is vastly different from existing methods, which provide minimal interaction or personalization.

What is A Chatbot and How Does It Impact Conversational Marketing?

A chatbot is a computer program that uses natural language input to generate smart and relative responses for the user. Currently, chatbots are powered by rules-driven engines or artificial intelligence engines that interact with users via a text-based interface. Chatbots can be either voice or text-based interactions. This allows for easy integration with existing websites and apps used during phone calls and as virtual assistants.

Ensuring your product or service meets the needs of your ideal customers is key to success in today’s market. With conversational marketing and sales, you can capture and qualify leads within minutes. This means that you no longer have to worry about leads slipping through the cracks in your website. The secret sauce of content marketing is not channel distribution, customer engagement, or key performance indicators. It’s much simpler. It’s how you speak with your audience; not just what you say, but how you say it. At the heart of this is ‘conversational marketing’ – the intersection of one-on-one conversation and content marketing. 

When it comes to conversational marketing and sales, the rise of real-time messaging and intelligent chatbots have been instrumental to the creation of this new methodology – a methodology that puts the needs of the customer before the needs of the company. 

Implementing conversational marketing in 5 easy steps

Implementing Conversational Marketing in 5 Easy Steps

For companies interested in implementing conversational marketing, experts recommend the following five best practices to ensure a successful launch:

1. Create A Suitable Business Case

The first step is developing a business case that can successfully pilot conversational marketing. The next step is to test it. By keeping your test relatively small, you can see if it is delivering you expected outcomes and results.

2. Timeliness Should Be Your Key Focus

If your conversational projects aren’t reducing time to sale, or other key metrics, you should revise or reimagine them. You should be able to test for these results against your historical baselines.

3. Emphasize System Integration.

Conversational marketing can indeed provide details about customers. However, these mechanisms are strengthened if they can leverage existing customer information that are already being used. It is important to tie together all of the information available about each customer, regardless of the channel or application. In this way, everyone throughout the organization has a complete and consistent picture of the customer.

4. Use Insights.

It is essential to have a sound analytics program backing all of the customer data you gather. Analytics can help identify at-risk customers or customers most likely to purchase a product within the next six months. They can also identify trends affecting customers and new marketing opportunities and business cases.

5. Know when enough is enough

With information coming at them from so many physical and virtual contact points, customers are getting weary. Conversational marketing can potentially add to this, therefore companies need to limit their interactions. With conversational marketing or advertising, there is an influx of contact, same as in other types of advertising. Marketers need to be in tune with the needs of their customers in terms of how much contact becomes too much contact. It must be clear that the customer opted-in, and decided to communicate before the conversation began. It is never a one-way street.

Implementing conversational marketing can be tricky. That’s why at WSI, we retain an expert digital marketing team to solve your conversational marketing worries.

Check out our website here or contact us via our social media below.



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Oti is a vastly experienced digital media and marketing professional with over 10 years of industry experience. He has worked across Agency, Brand, Publisher and Marketing Technology sides of the industry in various capacities.


Driven by a strong commitment to continuous innovation, Oti has managed so many successful digital projects across Africa and Europe for brands like Coca-Cola, Nestle, Guinness, Kellogg’s, EA Games, Sony Entertainment, etc., and advises senior management of global brands on data-driven marketing and digital transformation.

Consumer insights in marketing: Oti

Oti currently heads Product at Terragon Group, Africa’s leading data aggregation, enrichment, and activation company, where he is responsible for developing innovative data-driven marketing solutions for SMBs and Enterprises across Africa.


Oti is the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions. A known public speaker, teacher and trainer, Oti has facilitated several conferences and digital events, and was recognized by Marketing Edge Magazine as an Outstanding Digital Marketing Personality of the year 2021.

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