Conversational marketing is a customer-centric approach to marketing that uses real-time conversations to engage site visitors and quickly move them through the buying journey. It creates an authentic experience that builds trust and loyalty with customers.
The Evolution of Conversational Marketing
The notion of conversational marketing has evolved over time, from its roots in relationship marketing to its current focus on technology-enabled conversations.
- Relationship marketing is a marketing strategy that focuses on building long-term relationships with customers. Conversational marketing is a key element of relationship marketing, as it allows brands to build trust and rapport with their customers through ongoing dialogue.
- Social media has played a major role in the evolution of conversational marketing. Social media platforms have made it easier for brands to communicate and engage with their customers in real time.
- Artificial intelligence (AI) is now being used to power conversational marketing tools such as chatbots and voice assistants. These tools allow brands to have more personalized and engaging conversations with their customers at scale.
The Benefits
Conversational marketing offers a number of benefits for businesses of all sizes, including:
- Increased customer engagement: Conversational marketing allows businesses to engage with their customers in a more personal and meaningful way. This can lead to increased customer satisfaction, loyalty, and advocacy.
- Improved customer experience: Conversational marketing can help businesses to improve the customer experience by providing customers with the information and support they need when they need it.
- Increased sales and revenue: Conversational marketing can help businesses to increase sales and revenue by making it easier for customers to buy from them.
How to Implement Conversational Marketing
There are a number of ways to implement conversational marketing, including:
- Live chat: Live chat allows businesses to chat with their customers in real time. This can be done on the business’s website or through messaging apps such as Facebook Messenger and WhatsApp.
- Chatbots: Chatbots are AI-powered bots that can chat with customers on behalf of businesses. Chatbots can be used to answer customer questions, provide product information, and even process orders.
- Voice assistants: Voice assistants such as Alexa and Google Assistant can also be used for conversational marketing. Businesses can create voice skills that allow customers to interact with their products and services using voice commands.
Best Practices for Conversational Marketing
Here are some best practices for conversational marketing:
- Be responsive: It is important to respond to customer inquiries promptly. This shows that you value your customers’ time and are interested in helping them.
- Be helpful: Focus on providing customers with the information and support they need. Don’t just try to sell them something.
- Be personal: Use the customer’s name and personalize your conversations. This will make your customers feel more valued and appreciated.
- Be consistent: Maintain a consistent tone and voice throughout your conversations. This will help to create a unified brand experience.
Conversational marketing is a powerful way to engage with customers and improve the customer experience. By using conversational marketing tools and best practices, businesses can increase sales and revenue, build trust and loyalty with customers, and create a competitive advantage.
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