The advancement of digital marketing is intriguing. In the years 2000, it was dominated by the SEM and the SEO. In the early years of 2010, this has migrated to social networks. And, more recently, we have seen mobile marketing appear with the advent of applications.
As we all know, we are now in the era of messaging. And of course, marketing and the interface with the consumer take advantage of this new era in the form of Chatbots. The behavior of the buyer was marked by a shift from social networks to messaging platforms such as Facebook Messenger, Apple iMessage, Slack, and so on. As a result, technology companies are now building Chatbots on these platforms to provide smarter, more engaging channels, but also to deliver more efficient customer services. Needless to say, they are now an integral part of business marketing strategies.
Whatever the type of industry, brands today benefit from Chatbots and these are an integral part of their CRM systems to manage loyalty programs, repair forums, product launches, and more. The list is endless. Chatbots offer a real commitment beyond clicks and views. With personalized conversation, they help brands inform customers directly. Overall, they provide a strong personalizing power of the brand towards consumers.
Sephora has created a robot on Kik and shares beauty tips with teenagers. The robot first identifies the teenager’s focus: eyes, skin, hair, nails, and so on. – and only offers relevant products, beauty tips and tutorials. Facebook Messenger, which now has nearly 11,000 bots, has become the first place for companies to develop robots. This can be a good place to start when looking at the development of Chatbots embedded in Messenger applications.
Chatbots are optimized for mobiles. So you do not have to solve the additional problem of optimizing them on the mobile. More importantly, they are easy to implement.
By integrating Chatbots on all social media platforms and interconnecting them, marketers can update brand messages across all platforms. This ensures you have a coherent brand voice. As you note, there are few disadvantages, given the consumer’s dependence on technology.
The future of Chatbots is still a curiosity, as technology evolves and the robots themselves become “smarter” and more “human” in their analyzes and responses and we can’t wait to see how brands utilise this in the best of their ability.