The widespread popularity of the internet and digital communication has completely changed the marketing techniques based on interactive methods of engaging with consumers. Gone are the days when marketing used to be one-way communication between companies and consumers. Instead, marketers engage with website visitors by engaging with them in some conversation, a technique known as conversational marketing. The brand comes alive through interactions between consumers and marketers that bring consumers closer to the brands. Such activities generate more trust and solidify the relationship with the brand, leading to a smooth buying experience as consumers have none of their queries left unanswered. Having understood what is conversational marketing, let us explore how it works and what the benefits are.
Conversational Marketing – The Advent of Chatbots and Live Chat
Traditional marketing relied on one-way communication with consumers as brands told their stories only. Consumers were mere listeners, and marketers could not gauge the impact of the message. This has changed as marketers interact with consumers at the slightest opportunity. Brands are no more natural objects but have become more lively and humane due to one-to-one communication between marketers and consumers. Chatbots and live chats are some conversational marketing examples that have been integral to modern marketing.
The Working Modality
Soon upon visiting a product or service, visitors will likely see a chatbot peeping from a corner and extending a hand to you. The chatbot encourages users to engage in a real-time conversation that gives a feeling of interaction with the brand and generates more satisfaction and trust. It’s as good as talking to a salesperson who guides you through the process that culminates in a fruitful conversion. Marketers also use messaging apps to provide a personalized experience to consumers.
Brands are More Accessible
A barrier-free entry into the consumer’s mind is the most visible benefit of conversational marketing. Instead of waiting for consumers to express their interest in the brand, the proactive approach of inviting consumers to interact with the brand closely brings consumers closer to the brand. Consumers begin to trust the brand because of the conversation that takes place. It satisfies their queries that lend more transparency to the relationship, which proves rewarding for the business in the long run. Staying regularly in touch with consumers through emails and messages is part of the interactive marketing style that creates high engagement.
An Automated Marketing Process
Artificial intelligence or AI has been the driving force behind conversational marketing software companies use nowadays. Brands and consumers can know each other better by engaging in conversation, for which companies automate some marketing processes by using some software. Several platforms are available for interacting with consumers, from Instagram and Facebook Messenger Chatbot to Google Business Messaging and WhatsApp Business app.
Opening up a channel of communication with consumers where they can ask questions and seek clarifications help consumers to build correct brand perception. Conversational marketing enriches the lead generation process and converts more visitors into customers.
