How Do Chatbots Impact Marketing?

Mislav author

Mislav Raguž

Content Writer

A chatbot is a software that is based on artificial intelligence and its role is to replace people in certain jobs. Their importance grows every day and most of the businesses are implementing them in their business. There are much more advantages than disadvantages of chatbots in business.

Main benefits that chatbots provide are instant responses to customers inquiries and providing support outside the working hours. Just imagine how your customer experience grows when they can contact your support any time of the day. Chatbots are a really broad term, so if you want to read more about chatbots, visit our blog Intelligent Agents and Chatbots – A Guide.

How they grow on the market can be seen in their growing presence in more and more websites.

Communication is estimated as much as it could to the real communication of a human being.

Even though it’s not anymore a new term in the digital world, it changes the of doing business every day. Milestone when happened the breakthrough of chatbots was in 2017. Today, it’s a must-have in your business if you want to be competitive on the market.

In the blog placed in the previous paragraph, you can read about chatbots in marketing. This blog will talk about how they are used in marketing and how chatbots impact on marketing strategy.

Chatbots and a Marketing Strategy

Social presence

As we all know how important social media is for business today, it makes sense that businesses want to improve their sites on social media. You probably know about chatbots on Facebook Messenger. Because of the hugeness of Facebook, most of the users will try to find help through Facebook. That’s where chatbots step in. Chatbots on Facebook Messenger are very effective and most of the businesses found it useful.

Chatbots allow you to communicate with your users without hiring people and paying them. As we already told, communication with chatbots is practically brought to the level of human conversation.

Also, chatbots get smarter with time. The more conversations they take, the smarter they get. That’s how that intelligence works. Likewise, they don’t have any limit of gaining information.

Before, building a chatbot was considered as a job that costs lots of money and time. Today, building a chatbot with certain tools is pretty easy and fast. Especially chatbot on Facebook Messenger. It doesn’t require any coding.

Content marketing

Chatbots bring you more values by improving your content strategy. How they do it? Simply, with the information they get from the customer, you have access to those information. That’s the way to personalize the content and meet the needs of the customer.

In fact, chatbots can cut the time and costs of researching for your customers just by getting information through conversations. All you need to do is to store the questions your chatbot doesn’t know to answer.

If you want to improve your content strategy, implement quality chatbot with relevant information for a good customer experience. They can provide CTAs and other clickable content that can lead to more traffic on your site.

Importance of chatbots for content marketing

Brand loyalty

Brands grow by increasing the number of loyal customers. To get loyal customers you have to meet their needs. How you meet their needs? Try to customize the experience and provide them relevant information and customer loyalty will grow. With chatbots, conversations can be personalized to every customer by greeting them with their name. Recommendations to the customers are also welcome. Customers will get an impression that conversation is personalized just for them.

Also, they contribute to the CRM strategy with the efficiency they achieve. How chatbots impact on brands that use them, you’ll see in the upcoming paragraph Brands that Use Chatbots.

Benefits of Chatbots

If you run a business, you probably know that happy customer needs to be your primary goal. So, when you own a chatbot that provides service 24 hours a day, every day in a week and if it’s a good service, your customer most probably will be happy with the provided service.

Also, kind approach to the customer is something that every chatbot should have. A kind message of welcome and be clear that chatbot will answer on most of his questions. Put up some interactive CTAs and non-invasive colours. Messages mustn’t be annoying and chatbots shouldn’t pop-up once it is closed.

Once you did everything from the previous paragraph, UX will grow. The better your customer support is, the better UX will be.

As users will most likely look for support on social media, those chatbots also need to be simple and easy to use. Chatbots are often considered as brand ambassadors so they need to be well-created.

Related: How to Improve Sales Funnel with the Help of Live Chat?

 

Brands That Use Chatbots

Brands that use chatbots

Picture 2. Popular brands that use chatbots

Sephora

This cosmetic brand is one of the first that established a chatbot back in 2016. In collaboration with application Kik, they created a chatbot that provides tutorials for makeup, tips, and tricks for skincare and reviews of the product. Also, as today most of the chatbots have, they put in chatbots locations for the brick-and-mortar stores. Researches by Martech Today show that bookings through chatbot increased by 11%. As well, sales in stores have grown by the customers who used chatbot for help.

Starbucks

Unlike Sephora, Starbucks established chatbot last year. The main purpose of chatbot was to simplify and speed up the ordering process. Therefore, customer waiting in the queues was smaller. Chatbot allowed users to order by voice messages. The best feature is that chatbots remember the history of ordering so chatbot could recommend you one of the previous orders.

National Geographic

National Geographic released the chatbot in 2017 and they used it for the promotion of the show. Also, they allowed users to chat with “Einstein” as they tackled the professional and personal life of Albert Einstein. You could chat with Einstein about any subject from his life.

Taco Bell

This is just one of the fast-food chains that have chatbot. They released chatbot primarily to stay competitive. They partnered with communication channel Slack. Chatbot allowed customers to make their order with the ingredients they want. Customers can put are remove any ingredient they want. Also, there are reviews, previous orders and the whole offer of Taco Bell. The chatbot provided a cute and kind approach with emojis that caused huge happiness to the customer.

Concluding Thoughts

To sum up, chatbots definitely have a huge impact on the whole business, especially marketing. Marketing strategies are significantly improving when using chatbots for customer support. Using chatbots on social media is recommendable because of the number of users that need help. As well, they improve content marketing because of all the information they get from the customer. Therefore, once they get the information they can personalize the messages to every customer which will retain them. That’s how you get loyal customers to your brand.

A lot of worldwide brands use chatbots to improve their customer service or some other groups in a business. Sephora presents one of the first brands that started using chatbots to improve their business. That resulted very well and brought them better numbers at the end of the year.

Create a chatbot that delivers

Chatbot that delivers

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How Do Chatbots Impact Marketing? was last modified: June 18th, 2019 by student@paldesk.com
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