Every great relationship starts with a conversation.
Build stronger relationships, sell more and scale your growth by talking with your customers. Not at them.
Consumers are demanding and impatient.
Attention is limited but the options limitless.
Digital advertising is everywhere. Making decisions is hard when we face an overwhelming amount of options. Marketing is designed to influence our choices. So why does it feel like it rarely speaks to us directly?
Traditional marketing is a one-way pitch.
Based on assumptions about who we are.
Broadcasting the same message to your audience over and over online doesn’t motivate buying decisions. Consumers today want a personalized experience of your brand that engages who they are as an individual.
Conversations are a two-way exchange.
We listen, learn and respond to each other.
Imagine speaking with your customers. Not at them. Asking questions to find out what they really want. Turning them from a stranger in a crowd to a loyal customer you understand. All it takes is the right conversation.
Make discovery and purchase effortless.
In a personal one to one conversation.
Conversational marketing with Spectrm is how you connect with every one of your customers personally. At scale. On the sites, social networks and apps they love. Build more valuable relationships by learning who your customers really are.
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AdLingoWhat is conversational marketing?
Conversational marketing is a one to one approach to marketing that brands use to fast-track customers to purchase by learning about their preferences and personalizing their customer journey in a real-time conversation. It is a customer centric approach to marketing automation that uses chatbots to engage and convert customers in conversation, at scale, on their preferred channels and at their preferred time.
By connecting with customers one to one in a more human way, conversational marketing enables companies to leverage automation to build stronger customer relationships and drive more sales.
Conversational marketing stands in contrast to one-way, one-to-many approaches to marketing that rely on assumptions about what customers want and push the same message to every individual. Instead, conversational marketing is a feedback-driven, two-way process that personalizes every message based on what your customers tell you they actually want.
What is conversational AI?
Conversational AI is a set of natural language processing and automation technologies that enable more human interactions between chatbots and humans. Conversational AI is what makes it possible for chatbots to understand humans even when they talk like, well, humans.
For marketing chatbots, conversational AI is used primarily for understanding what customers are saying. Their intent. This intent is then responded to with a pre-scripted message or conversation. Using responses automatically generated by AI in marketing bots is a bad idea because you want to ensure every response is on brand and drives an action valuable to your business.
Spectrm enables marketers to have their own unique conversational AI. No coding required.
Why do you need it? Because general natural language processing (NLP) is useful when it comes to generic intents like telling you the weather, finding a city or identifying sentiment. When it comes to the specific questions customers have about your products and services, it’s not just useless, it’s dangerous. It can negatively impact your customer experience, your marketing ROI and your bottom line.
Instead, you need domain-specific NLP unique to your brand, customers and goals. You can get it fast and improve it code-free with the Spectrm Hybrid NLP Engine.
Making conversational AI useful to your business relies on two things:
- You don’t need a lot of data to start understanding your customers now.
- Anyone on your team can easily optimize your conversational AI code-free.
How can I use chatbots for growth marketing and acquisition marketing?
The answer is simple; use conversational marketing. Conversational marketing uses chatbots to provide the best customer experience from the start by engaging customers in a one-on-one conversation. It allows you to gather data on customer preferences to improve every touchpoint and enhance your acquisition funnel. Conversational marketing is based on the concept that listening to customers can help you better meet their needs and appeal to them. It aims at building relationships with customers through conversations and making the buying experience seamless.
Many people assume that conversational marketing only takes place in live chat or on websites. That couldn’t be farther from the truth. Conversational marketing can be most effective when you engage customers on the websites and apps they already spend their time.
Facebook Messenger and Google AdLingo are both great examples. Facebook Messenger automation can connect you with a huge audience on social media and deliver a seamless customer experience from ad click to conversion to re-engagement. Google AdLingo takes the power of conversational marketing and combines it with the reach of display. It provides better customer experiences right within a display ad unit. Your brand can engage customers in conversation right on the websites and apps they love. In the end, it’s all about businesses leveraging different platforms to reach new customers and prospects. Chatbots offer a lucrative opportunity for organizations to engage customers and start conversations.
How do chatbots support performance marketing objectives?
Since performance marketing revolves around conversions, it is crucial to optimize the conversion funnel for performance marketing campaigns.
Chatbots can help companies to solve almost all of their conversion funnel optimization problems at the same time. In effect, this solution turns a conversion funnel into a conversational funnel, which can yield significantly higher ROI and increase conversions. It gives consumers a personalized, instant and effortless buying experience from the first touchpoint with your brand.
Learn how chatbots built with Spectrm support performance marketing objectives by driving conversions and improving ROI with our chatbot case studies.
How do chatbots improve customer experience?
Chatbots are an excellent way for brands to improve customer experience with personalized messaging. Bots enhance digital customer experience through personalization by:
- Chatbots can reduce ad fatigue. High ad frequency is not desirable for today’s consumers. People do not want to see the same ad a hundred times – it annoys them. Bot marketing helps avoid ad fatigue by reducing the need for high ad frequency to move customers through your marketing funnel. Instead, you can personalize a customer’s experience of your brand from the first touchpoint and move them from discovery to consideration to action in a single interaction.
- Chatbots make it easy to find relevant products in large e-commerce catalogs. Guided shopping bots guide customers through the purchase funnel by offering relevant information and product recommendations. This type of digital personalized shopping assistant brings a more human in-store experience into the digital world.
- Bots offer real-time communication. This instantaneous and customized communication helps meet customer needs in the moment. You engage your customer in their highest moment of intent with a positive experience that makes buying from you intuitive and easy.
- Chatbots create a smooth purchasing process. Marketing bots customize the purchase process by identifying the customer’s preferences and making relevant recommendations. They’re able to find what matters most to them, browse products and click directly onto product landing pages from a chat.
- Chatbots capture declared data about what your customers actually want. This customer insights data can personalize their experiences in real-time but can also help build better buyer personas and collect product feedback. Customer data can also be pushed to your CRM to maintain accurate customer profiles.
- Bots can nurture customer relationships. Since messaging is natural and casual, it adds a personal touch to customer communications. Declared data captured in chat can also be used to re-engage customers in a personalized way.