From advertising and promotion to selling and feedback, marketing chatbots are reducing the cost for companies, saving time, increasing efficiency and creating larger awareness for brands.
Here are five reasons why chatbots are a perfect companion for marketing :
1. Personalized Advertising
Chatbots get rid of the biggest hurdle that advertising faces — unwanted promotional emails.
In a 2017 survey conducted by Adobe Digital Insights, a little more than two-thirds of respondents preferred personalized ads. Personalized chatbots ensure a high level of accuracy for personalizing offerings according to customers’ needs.
Established brands like eBay and 1–800-Flowers were early adopters of personalized marketing system but with IBM Watson, more and more companies are adopting similar strategies.
Rocket Fuel, a predictive marketing software company relies on Watson which allows brands to gain a competitive advantage through better performance, improved brand safety, and deeper intelligence. The collaboration uses natural language understanding (NLP) techniques to analyze the sentiment of stories that are collected from multiple sources. It then breaks down the sentiment of breaking news headlines and responds accordingly. This allows brands to reduce the risk of negative news article appearing on the same page as the brands.
The outdoor clothing retailer, North Face employs a chatbot to help people shop for a perfect jacket. Powered by Watson, the shopping assistant engages in a quick Q&A and allows Watson to figure out what’s needed.
Bank of America created a bot, Erica that could be used across a variety of platforms, such as Facebook Messenger and SMS text messaging. The AI bot helped customers make smarter decisions, based on their spending.
2. Prompt Customer Service
A well-strategized marketing chatbot instantly responds to customer requirements (without being intrusive). But there is more to chatbots that make them perfect for providing customer service.
For one, they provide quick and frictionless solutions to customers’ problems. Live support Chatbots allow interactions in real time and are also personalized. Nanorep is a service chatbot that harnesses AI to combine with Natural language processing (NLP) technology for customer service and eCommerce. IKEA, Vodafone, and FedEx are a few customers that employ Nanorep to deliver effortless and simple self-service solutions to their customers.
In 2016, Macy’s mobile app powered by IBM Watson was tested chatbot to improve customer experience and get instant feedback. The company aims to efficiently answer customer queries, specific to the individual store location (so far only for 10 such locations).
Interestingly, IBM Watson also developed the pilot of ‘gift concierge’ for 1–800-Flowers.com.