Wednesday, October 20Digital Marketing Journals

The importance of using Conversational AI in Marketing & reasons to consider it for your Brand | by Ipervox | Jun, 2021


Ipervox

Digital-first marketing is a growing trend, even if you think you’re miles ahead of your competition. What you might be missing is conversational AI.

The conversation is the defining element of a digital-first customer experience, and a major shift in the way businesses communicate with customers. Artificial intelligence has led to an evolution of customer service that’s more human than ever before, and customers are beginning to expect much more from their interactions with businesses.

Conversational marketing allows companies to interact with their customers and prospects in the most personal way. Conversations between brands and their customers online facilitate the building of relationships and trust. This technology is proven to generate a happier environment for both the customer and the company.

This will help you convert more and faster, which means happier customers and a happier company.

You’ve probably interacted with a conversational AI these past days.

As the world moves toward conversational marketing, brands will only become more human. Artificial intelligence, instead of removing the human feeling, has the power to make brands more human, and help engage with customers on a more personal level.

A common use for AI to create different types of conversational marketing experiences is through voice assistants such as Amazon Alexa.

Also, we need to consider that voice assistants like Alexa and Google Home are now built into the homes of millions of users. This means that real-time conversational marketing will let brands participate in direct and uninterrupted conversations at scale.

It is utterly important to consider that, in brand-user conversations, giving them a human touch will cause a big difference. And this is where conversational AI in marketing needs to be heading. Human-to-human interaction is always appreciated more than chatbots or other means from customers.

However, technology is making great advancements in NLU (Natural Language Understanding) and NLP (Natural Language Processing). It means that computers have started to become even more capable of understanding what is spoken or written to them. Therefore, more capable of providing an acceptable answer, if not a pleasing one.

1. How Conversational AI can Automate Customer Service

2. Automated vs Live Chats: What will the Future of Customer Service Look Like?

3. Chatbots As Medical Assistants In COVID-19 Pandemic

4. Chatbot Vs. Intelligent Virtual Assistant — What’s the difference & Why Care?

AI can be programmed to learn what questions are being asked during conversations and how those questions are answered. It can store that information in the cloud to facilitate the creation of a more personalized customer experience. Later, this will offer you better tools to guide upsell conversations.

Brands can use this technology to be better prepared when it comes time to engage customers and solve problems.

The data and insights you get from the conversations are invaluable, especially the feedback collected from them. For most businesses, it means higher conversion rates, more opportunities to engage with customers, and a more personalized experience.

You can also customize your conversational AI to fit your needs by asking more targeted questions based on the information the customer provides.

All this will help you reach a better understanding of what your customers need at that moment, what they wish for, or maybe how to persuade them better.

Personalization helps brands deliver an exceptional service to their customers, increasing loyalty and nourishing a more personal relationship with consumers.

The same goes for the customer journey. By tailoring their services and offerings to fit the needs of their customers, businesses can be able to satisfy them in the best possible way and build a strong relationship.

Offering personalized and adaptable interactions can become a key component in building customer loyalty and increase brand awareness.

Technology is changing rapidly and businesses need to be ahead of the curve. Conversational marketing is a major trend in the industry and companies that fail to embrace this approach will most likely fall behind.

With digital interaction gaining more power as audiences and customers grow more fond of them, conversational AI is something every brand should aim at.

Let’s look at why brands need to leverage conversational marketing to get ahead.

If your brand communicates a more traditional or conservative image, consumers may be put off by this. Therefore, communication strategies are incredibly important.

In this case, Conversational AI can become a powerful tool that helps marketing campaigns and facilitate purchase decisions. It can help address issues and questions for customers at every stage of the customer lifecycle, from discovery to checkout.

It’s also an important tool for building customer loyalty because it provides a positive experience for customers.

Considering this, integrating a Conversation AI platform into your team rises as a key tool towards better performing campaigns and funnels.

Chatbots

Voicebots

When it comes to customer self-service tools, Voicebots are essentially a type of customer service tool. They eliminate the need for individuals to call or email and interact with a live person. Instead, they can use voice prompts to get personalized information directly to them.

Digital Assistants for Enterprises

Voice Assisted Websites

Voice Applications

But, as much as the younger generations seek convenience, they also value quality service. Many want to do business online, but they also demand more than simply placing a purchase order.

Voice applications, in this case, have the right capabilities to cover such demands. They enable users to start conversations with brands and to receive support. A brand can customize a voice application to allow users to enter a funnel, get information about their products/services, and buy them.

Using voice technologies like Amazon Alexa and Google Assistant, you can create a more personal relationship with your audience & customers. Later, this will translate to more sales and an increase in customer loyalty.

Why? Because of the convenience, easiness, and unique perspective voice interactions have.

According to Drift, 64% of internet users consider the use of chat-bots as a fast solution for most of the questions. Other studies show that, in the next couple of years, Conversational AI platforms will handle more than 80% of customer care cases.

Not only for its Smart Home features or as an in-car assistant but also as a way to connect users with their favorite brands. Also, you need to consider how easy it is to create Alexa Skills or Google Actions.

By doing so and launching yourself in the voice space, you will have the chance to better attract, sell, and assist customers.

The fact that there are more than 65 million Amazon Echo users worldwide, gives a hint of this platform’s reach and the potential it holds.

Also, diving deeper into data, a study from Voicebot, shows that 18% of Millennials use Amazon Alexa for product search or voice-assisted shopping.

The result is a unique experience that extends throughout the customer journey as brands leverage various digital channels to engage with customers on a variety of devices such as digital advertisements, websites, mobile & voice apps, and more.

Some of the main benefits Conversation Ai can bring to marketing include what follows:

Customer satisfaction & deeper relationships

Trust takes time to develop, but it can be built by listening and addressing problems in real-time. By listening to consumer needs, your organization can begin to build a stronger customer relationship.

Better insights, data & analytics

Conversational AI can analyze and learn from your customers, automating processes and capturing important data points. These insights can help drive sales and improve customer service. They can also provide an endless stream of questions that you can answer so you can upsell or provide additional information in the future.

Outreach & Engagement

Higher conversion and quality leads

Since AI technology is constantly improving, it works very well to analyze big data blocks and find out the ideal customers for your business. Chatbots are an excellent way to collect huge data sets while also searching through them to help you identify potential leads.

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