Conversational Marketing: at the intersection of AI and Messaging
Conversational Marketing is enabling marketers to achieve their long-held desire to have personalized one-on-one conversations with their customers, at scale. Thanks to AI-powered conversations, brands can learn what their audience care about and build ongoing relationships that help them serve their customers better.
These breakthroughs are occurring due to two concurrent macro trends: the rise of messaging and artificial intelligence. The majority of mobile usage is now occurring inside of popular messaging applications like Facebook Messenger. Companies are seeking the best way to meet their customers inside these apps. At the same time, advances in AI are opening the door for companies to have conversations with their customers at scale and in doing so learn about their needs and preferences without monitoring their online behavior in intrusive ways.
How can Conversational Marketing help my brand
Personalized one-on-one conversations have the power to build customer relationships, increase loyalty and deliver great consumer experiences. Brands can utilize Conversational Marketing to open a bi-directional communications channel with their customers. Those exchanges directly augment their existing CRM by capturing valuable first-party data in their customers’ own words. Marketers can then use that deep understanding of the customer to deliver business outcomes.
The most desirable conversion event will vary by industry and use case but we most typically see companies interested in driving e-commerce transactions, influencing offline purchases or other behavior, opening new accounts, or facilitating a direct connection with the right subject-matter expert. With most brands doing less than 10% of their overall sales on digital channels, for example, there’s huge untapped potential for our customers, as shown in our case studies below.