What 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. Find out why conversational marketing is so effective at engaging and converting your audience by reading Why Go Conversational .

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.

It's a tough time to be a retention marketer.

Especially when you wake up to headlines like...

Is email marketing dead?

Turn off your push notifications!

Consumers creeped out by ads

Could gen Z free the world from email?

Loyalty and retention are in decline

But many teams continue with the status quo:
One Way Customer Marketing.

Collect data via one way engagement with customers.

STEP 1

Analyze static behavioral data to identify segments, then build complex personalization logic.

STEP 2

Engage segments via one way channels where attention and performance are rapidly declining.

STEP 3

The problem with the status quo:

Disconnected from what consumers are actually looking for today.

Relies on channels that are crowded and and full of noise.

Requires massive amount of time spent on data analysis to identify relevant segments, then doing that from scratch over and over again.

Privacy regulations and updates like iOS 14 are making it harder and harder to collect and act on customer data.

Two Way Customer Marketing
The new approach winning teams are embracing

Step 1

Engage in two way conversations with customers — the same way they are used to speaking with their friends and family every single day.

Step 2

Instantly act on zero party data in real-time in one to one conversations with customers.

Step 3

Use this zero party data to create more accurate customer segments and drive more value from each customer based on they tell you directly.

There are just 2 roadblocks teams face with this approach:

Mastering a new channel.

Mastering a new skill: conversational marketing.

The best channel is where consumers already spend all their time: private messaging apps

To manage an enterprise-scale number of one to one conversations, you need one thing:
Automation that truly works.

The Spectrm platform empowers marketers to win with one to one marketing at scale.

Why marketing teams are going one to one with Spectrm.

You are marketing to one to many
You are dependent on third-party data
You rent your customer data
You chase customers around with display, social, and search ads
You try to squeeze as much ROI as possible out of exhausted channels

You are marketing one to one
You are able to generate and leverage declared-data
You own your customer data
You engage customers via the #1 emerging channel: private messaging
You gain first mover advantage on untapped channels

What Leading Consumer Marketers Say About Spectrm’s One to One Marketing Platform

"Spectrm has a very intuitive, easy-to-use conversation builder and really useful analytics. After initial onboarding, we were able to continuously optimized our experience and performance. Spectrm's team was also very helpful with best-practices and recommendations."

"Spectrm is not just a product. It's a comprehensive solution that allows you to build a marketing chat bot - no coding experience required - build in reporting and monitoring, and the support of a great global team that guides and supports you to get the best results for your business. They are great partners in every sense of the word."

"Strategic developer partners like Spectrm have shown that businesses can build long-lasting relationships with people through Messenger that drive real business results."