What to Look for When Choosing a Chatbot Provider for Your Enterprise Business

November 30, 2020

Choosing the right chatbot provider is critical to conversational marketing success. For enterprise business, Spectrm offers a top-tier solution.

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Over the years, the marketing landscape has evolved significantly. Today’s markets are highly competitive and primarily consumer-driven. To survive, let alone thrive, companies are required to satisfy consumer expectations. Digital marketing needs to be personalized, feedback loops into marketing automation systems must be instant, and consumer shopping experiences must be effortless.

In recent years, AI-powered chatbots have become invaluable tools for connecting with customers, cultivating leads and driving sales. Over 80% of executives across the globe believe that adopting AI will enable their companies to develop and sustain a competitive advantage. Marketing chatbots are well positioned to enable brands to harness the power of AI and popularity of messaging to drive customer acquisition. As a result, the global market for chatbots is forecasted to grow at a compound annual growth rate (CAGR) of 37.11% until 2021.

There are 3.5 billion social media users, and the number is continually rising. As such, having chatbots for Facebook Messenger and Instagram DMs are vital in this era. With over 90% of internet users reachable via theGoogle Display network, conversational display ads are rapidly becoming the next big thing.

However, it’s not just about having a chatbot, but about which channel you deploy it on and how you measure performance and optimize results. Choosing the right chatbot provider is critical to your conversational marketing success.

Read on to learn some of the factors to consider when assessing chatbot providers.

1. Ability to Deploy Bots on Multiple Marketing Channels

Hitting sales and revenue targets today is heavily reliant on a business’ ability to cultivate leads. This means keeping buyers actively engaged and interested throughout the buying process. This process begins when they first become aware of your products and services, proceed to the evaluation phase, and finally to when they make the final decision.

Losing them at any point of that process translates to lost income opportunities. Though it may sound straightforward, it’s a bit complicated. Unlike when customers used to make in-store purchases, a significant proportion of shopping takes place online. The challenge with this is that there are many channels for businesses to engage and cultivate leads.

Each platform gives you access to a different customer base and has unique messaging features, capabilities, and entry points. As conversational marketing evolves, there will also be more channels.

Building and deploying a chatbot for each channel individually can be a hassle. To make conversational marketing more convenient for your brand, you need an enterprise chatbot platform that can deploy your custom bot in multiple channels. Without using any engineering resources.

Using a single platform to build bots and deploy them across channels streamlines your workflow, accelerates your time to market and enables you to aggregate data and learnings from your different channels to increase your performance over time.

2. Dynamic Product Feed Integration in Chat

When selling products online, your product feed plays a crucial role. It is not just having details about products but tailoring the information on product feeds for specific channels or for achieving a specific goal. The goal of conversational marketing is to provide more personalized attention to each customer.

As the conversation goes on, your AI-powered chatbot learns more about the customer’s preferences.

Product feed integrations are essential for ecommerce marketing bots. They enable you to make personalized product recommendations at scale based on declared data your customers offer in conversation with your bot. You’re able to dynamically inject a carousel of product images, titles and descriptions directly into a real-time chat with your customer.

3. UTM Tracking and Site Goal Tracking in Conversation

With every marketing campaign, it is essential to track performance. This allows you to identify audience targeting, creative and optimization strategies that work, and where adjustments need to be made. For Google Analytics and other analytics tools, you can use Urchin tracking module (UTM) codes. Adding them at the end of regular URLs will give analytics tools more insight on each link.

To have reliable website analytics, ensure that go for chatbot providers that offer solutions that allow you to add UTM parameters. For even more insight, make sure to choose a conversational marketing platform that enables you to dynamically append UTM parameters based on entry points, conversation paths and customer data. This will enable you to know which traffic and conversions originate from enterprise chatbots across multiple channels and chatbot flows More so, this will allow you to compare the performance of enterprise chatbots to different channels.

4. Conversational AI-powered Chatbots Specifically for your Brand and Customers

With high levels of competition, branding is a non-negotiable part of marketing. This is what helps customers develop a connection with your company and distinguishes you from competitors. Your brand personality, voice, tone, and values must be displayed consistently across all platforms. Data suggests that you can increase revenues by up to 23% by presenting a brand consistently across all platforms.

As such, choose a chatbot provider that offers enterprise chatbots that can be tailored to suit your brand. With such a bot, you will be able to review messages and adjust them to suit your brand persona. You’ll be able to learn your customers’ unique needs and preferences using conversational AI so you always have a relevant, and on brand, response to their unscripted questions. As you continue to improve it, performance and engagement will improve, translating to more conversions.

Conversational Chatbots with Spectrm

Chatbots have become more and more valuable for effective online marketing. However, not all organizations get to enjoy the full capabilities of the best conversational marketing chatbots. This is because most chatbot providers offer limited solutions that don’t offer the ability to deploy on multiple channels, use dynamic product feed integrations, get detailed performance analytics, and improve your chatbot over time with conversational AI.

They also don’t offer marketers the data and customer insights to make informed decisions that allow you to effectively optimize a marketing chatbot. It’s only with a chatbot platform that offers all these solutions that you can give your customer what they really want to drive your sales: a personalized, instant and effortless way to engage with and buy from your brand.

That’s why we built Spectrm.

Spectrm’s conversational marketing platform allows you to build brand-specific enterprise chatbots that can be deployed on multiple marketing channels. No coding or engineering resources required. Integrate your product feeds easily to make personalized recommendations in real-time chat. Leverage performance tracking and analytics to improve every aspect of your marketing bot funnel. Even develop your own brand-specific conversational AI without touching a single line of code.

Some of the brands that have benefited from Spectrm’s conversational bots include:

1. Telekom

For a telecommunications company at the scale of Telekom, one of their biggest challenges is acquiring new customers. Lars Jensen, Telekom’s VP of sales, increased his conversion rate by 9x with Spectrm and click to Messenger campaigns vs standard website traffic campaigns on Facebook and Instagram.

2. Purple

By leveraging Spectrm’s conversational platform, Purple, a comfort technology company, was able to get over one million engagements and achieve a 30-40% higher return on ad spend than their channel benchmarks.

3. Ford

Due to increased competition, Ford needed a unique way to promote its Ford Ranger in Thailand. By using Spectrm to build an AI chatbot to use on with Conversational Display Ads, they were able to increase relative lift in purchase by 38% and reduce Cost per micro-conversion by 40%.

What Next?

Undoubtedly, enterprise chatbots offer immense value. As more and more brands adopt these marketing solutions, it is crucial to ensure that you offer customers a brand-specific experience that gets results for our business. This is exactly what Spectrm’s conversational marketing platform enables you to achieve. Schedule a demo today to see how you can take your conversational marketing to the next level.