Conversational Marketing is an approach that allows companies to use dialogue to offer users a personalized browsing experience through messaging platforms and voice assistants.
It’s a rapidly growing trend that brings brand-customer contact in an interactive way, allowing companies to respond at any time, without human intervention, improving the entire journey of the customer journey: from contact with a brand to after-sales service.
This strategy becomes effective, especially today, because users look for fast and direct answers that often do not correspond to the timing of the most used means such as emails (for example) preferring to use live chat or voice assistants rather than filling in impersonal forms.
In fact, the voice is an effective means of establishing a dialogue as it is easily accessible and usable also with other activities. But remember, it's best to avoid aggressive sales languages! The winning key in Conversational Marketing is evaluating which channels are preferred by users and choosing the tone of voice that best suits the reference context. Furthermore, the nature of the questions should always be adapted to the different phases of the customer journey, preferring a fluid interaction and simple answers.
Conversational Marketing Tools
Conversational Marketing is based on the use of all those systems that allow the construction of a two-way relationship between company and user. Among the tools that allow us to integrate it into our strategies we find:
- live chat within a website or e-commerce;
- chatbot with automated replies;
- messaging app;
- voice assistants
And don't forget: it's important to integrate all customer service data (chats, emails, calls) into your analytics platform to get a complete picture of the situation.
Benefits of Conversational Marketing
The success of these tools is certainly due to their functionality:
- Easy to use;
- Personalization through the possibility of choosing the interaction mode (vocal or textual);
- Timeliness and real-time assistance;
- Automation and efficiency;
- Increased consumer engagement;
- Identification of profiled leads that allow you to increase conversion rates
Conversational Marketing: the future lies in interaction
For some time now, brands have not sold products but experiences, values and worldviews. Conversational Marketing, in this context, is becoming the reference strategy to promote user engagement, improve their experience with the brand and increase conversions, always remaining by the customer's side.
According to a research by Comscore, on average over 60% of the time spent online takes place on the move (62% for Italy); within this slice, over 80% of mobile browsing minutes comes from the use of an application.
Hence, companies that harness the potential of messaging will have a competitive edge in the market. The challenge will be to understand, to act and to lower the strategies where the conversations between people are active.
E-Business Consulting, a digital marketing agency active since 2003, deals with marketing and communication at 360 °. With our support, we support you in finding the best tools to make the most of the advantages of Conversational Marketing and communicate with your customers at all times. Contact us for a free quote.
Don't miss our workshop on November 15th at the IAB Forum 2022 | MiCo - Milan! We will explore these issues and much more with a special focus on Lead Generation.