The rapid changes in technology have brought about rapid changes in customer demands and behavior. For this reason, marketing professionals now need to create new strategies without any kind of guideline present.

Traditional methods of engaging the customer may not work in this day and age, and new tools are constantly being developed to help marketers achieve their goals.

One of the newer tools is the use of conversational marketing.

What is Conversational Marketing?

Conversational marketing refers to a new approach to marketing that is customer-centric and dialogue-driven.

The main purpose of conversational marketing is to drive user engagement, add value to the user’s experience, and ultimately help drive sales and profit.

Brands engage in one-on-one conversations with their clients, which helps them gain insights that can be applied to scalable technology such as AI chatbots.

Use Of Conversational AI

Nowadays, a large number of brands and companies of all sizes use AI to streamline their customer service.

Conversational AIs use machine learning and natural language processing to converse and have unique interactions with the customers.

Chatbots help a company provide personalized interactions to the customers on a very large scale, thereby increasing customer satisfaction and reducing overhead costs.

Conversational AI may also be used to help the customers select products that suit their needs or assist the customer in other ways.

Benefits of Conversational Marketing

A brand should consider using conversational marketing for the following reasons:

Conversational marketing improves customer satisfaction – Conversational marketing provides the customer with a personalized experience and also increases engagement.

See also  Brand Narrative

At this junction, most customers expect brands to keep up with the current times – including incorporating the new digital technologies that are being developed. Not using a chatbot can put a company at a serious disadvantage when it comes to competition.

Builds customer relationship – It requires a lot of effort from the brand to build trust among the customers. Currently, almost 41% of customers believe that brands do not consider the society’s well-being while making a decision.

Therefore, a potential customer is quite likely to view a brand with distrust unless the brand proves otherwise. Listening to their customers is one crucial way a brand builds trust. The use of chatbots makes addressing customers’ needs and queries a much easier task for the brand.

Provides useful business strategy – Through conversational marketing, a company can gain useful information that would direct them to their goals.

The insights that conversational marketing provides can help the brand advertise better, create products that meet the customer’s demands, and optimize their owned media platforms or websites.

It can also provide insight into marketing campaigns and customer feedback.

Allows the business to scale – Conversational marketing allows a brand to have unique interactions with its customers without needing additional support staff.

It lets the brand scale rapidly because conversational marketing helps cut costs of hiring more personnel while still providing personalized conversations.

As the brand grows rapidly, conversational marketing allows it to scale while requiring smaller and smaller investments each time.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.