How Chatbots Make Conversational Marketing Possible

The evolution of chatbots has led the marketers to use them as a conversational marketing tool.

FREMONT, CA: When brands are able to listen, overcome objections, and make personalized suggestions that is more likely to turn into a sale. But, for most brands, it is difficult to strike up a conversation with potential leads. They rely on ads and other forms of mass messaging to get a conversation out. But for the customer, this is a one-way experience that may or may not be important. This is where chatbot comes in.

Initiating a dialogue with customers helps the brands to understand more about them. Previously, this had been achieved via face-to-face meetings, phone calls, emails, or short messages. However, with the advancement of technology, the ways brands communicate with the customer are also changing. Today, brands are equipping their websites with chatbots for various purposes. Chatbots powered by AI capability can allow the brands to better engage customers while saving on human resources simultaneously. Chatbots are also increasingly being used to collect feedback and comments from customers. Such a conversation between the customers and the chatbots can enable the brands to comprehend their customers better.

The major applications of chatbots in conversational marketing lie are their role as a conversational agent and virtual assistant. While conversational agents are used to reducing human conversations, a virtual assistant comprehends natural language commands and completes tasks for the users. The chatbots leverage AI for the above purposes. AI-driven chatbots can study human interactions in a way that allows the bots to respond contextually. Further, AI can use query patterns to comprehend the intent of the customer by analyzing the context of the conversation. This is visualized in a context where a user asks the bot a query, and the bot can respond in an appropriate way. Such interactions enhance customer experience and enable the bots to collect insightful user feedback, thereby contributing to the cause of conversational marketing.

Chatbot has made it possible to reach and have conversations with customers on a large scale. With chatbots, the conversations are much more valuable than brands imagine.

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