In the COVID-accelerated hubbub of conversational marketing, brands need to find their voice.
As published by WARC.
There’s good reason why ‘conversation’ is such a buzzword in marketing circles. The best salespeople have a dialogue with you – listening to what you have to say, asking the right questions, solving issues, and suggesting products or services you might not otherwise have considered.
In a similar way, chatbots, branded social media accounts and virtual assistants promise to drive more personalised experiences in an increasingly virtual world. Their usage is set to increase. The idea is to replicate human, ‘in person’ customer service and marketing via digital means – tapping into back-end data to enrich the conversation while maintaining an intuitive means of interacting with the customer.
The reality, however, is that in the great rush to adopt conversational marketing in the COVID era, effective execution on digital channels is still very much in the early stages for the vast majority of brands.
We’re seeing a huge opportunity for brands to differentiate and thrive in a crowded space, whilst continuously being informed by real-time conversations with their market. Many have embraced voice through smart speakers, AI assistants and chatbots. From a marketer’s perspective it seems almost the whole world leapt on the promise and potential of conversational marketing – dialogue with the people who matter most; the shoppers on the precipice of their next large purchase, the family looking for their subscription services.
Mordor Intelligence projects that the chatbot market will reach a value of $102 billion by 2026, while McKinsey has suggested that the majority of B2B buyers now prefer remote or digital interactions over in-person. COVID only amplified this trend, with the sudden, global need for remote interactions, which spurred even the most wary, reticent brands to leap into conversational marketing.
But realistically, to what end?
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