Marketing is a dynamic discipline that has evolved and continues to evolve over the years. Traditional marketing is mostly used to talk about offline advertising strategies such as publishing in newspapers, sending emails or covering street walls with posters. Today, in the age of ultra-connectivity on the Internet, marketing has evolved and new types of marketing have appeared. Companies must think about implementing conversational marketing in their business to create human bonds with their customers.
What is conversational marketing?
With the growth of the Internet, marketing has begun to integrate more and more digital tools into its processes, creating or reinforcing various marketing strategies such as viral marketing, SEO or relationship marketing. By providing customers with information tailored to their needs through personalized advertising, relationship marketing promotes customer engagement and loyalty.
Conversational marketing is a form of relational and digital marketing. It allows companies to build stronger and long-lasting relationships with their customers through automated, real-time conversations on social media or the company's website. E-mail campaigns, FAQs, forms and chatbots are perfect examples of conversational marketing tools. In this article, we will focus more specifically on chatbots and voicebots.
A chatbot is a conversational robot specifically programmed to instantly answer questions from its users. Whether it is designed to help customers get brand information, find the perfect product, or even buy it directly, a chatbot promotes customer engagement and helps generate leads and increase customer relationships.
Why take the plunge?
In an increasingly connected and digitized world, a strong conversational marketing strategy is essential for companies to remain competitive. Whether generating new leads, meeting customer needs and expectations, or strengthening customer engagement, conversational marketing, especially chatbots, is rapidly becoming a key component of any marketing strategy.
1 - Traditional marketing works poorly
For a large majority of people, traditional marketing is seen as intrusive with a very negative image, in particular, interruption marketing which is very intrusive. It cuts off our occupation to present an advertising message. Advertising is then not experienced as useful, as a value proposition responding to a need, but as a constraint. Having an advertisement for my cat's litter box when I look at cooking recipes, it kinda breaks everything :)
Moreover, we are assailed by images, promises, advertisements on various supports and more and more digital. This marketing is nothing but the reflection of our society where abundance reigns. An abundance of products, an abundance of content, an abundance of media reactions, hyper reactivity...
Companies are forced to differentiate themselves and must be creative. They are constantly seeking to reinvent their marketing strategy while targeting more channels.
The observation is more and more scathing... the customer feels oppressed, spied on, and little listened to.
2 - Advertising, must be personalized and consented by the client.
To regain attractiveness, marketing must put the customer's need at the center of the equation. The customer must feel loved, listened to and understood.
Ideally, the consumer should have solicited its content, which would be fully personalized. Beforehand, he would therefore have given his consent to receive a certain type of advertising. This is generally referred to as permission marketing.
The user's full attention is given to this type of marketing, which is voluntary. They receive personalized offers that suit them.
3 - Conversation allows to interact and understand the customer's immediate need.
With the implementation of the Data Protection Regulation (DPR), companies using these methods will have to reinvent themselves. The implicit consent (opt-out) of cookies is no longer sufficient. The simple visit to a site does not count as consent. A clear consent is required that can be interrupted at any time.
Conversation is one way to address this issue. Each response from the consumer is a mark of consent in the exchange of data. Each message must therefore be relevant enough to push the consumer to interact again.
In addition, the communication allows to know the real tastes of the user at the moment. The recommendations are therefore not based on past, obsolete data but on current and live data.
4 - Communication is a means of exchanging data while building a climate of trust and proximity.
Humans differ from many animals by their social sense and their need to communicate. With the arrival of digital technology, we have tended to forget this key element.
The experienced salesperson knows that the exchange and understanding of the customer's needs will allow them to establish a climate of trust conducive to making a sale.
Marketing must become conversational again.
The consumer is invited to provide data to make the conversation more relevant with more value in the content. Exchanges are increasingly individualized and relevant.
If the conversation is well constructed, the user's trust only grows and their tacit agreement to give personal information as well. A well-constructed one-to-one relationship can lead to a transaction.
5 - Communication helps build a strong brand ambassador community.
Communication with a participative marketing strategy allows to create a community that wants to express itself and share common values.
For the brand it is a way to :
- Know what the community thinks about its products and more globally about its company. This is essential to understand consumer expectations.
- Respond in real time to their requests, expectations and to create a proximity, a climate of trust. The brand image is all the better for it.
- Build a group with a strong sense of belonging. The brand and the community are in the same boat. Both have a sense of loyalty. Some fan communities go so far as to tattoo the brand logo to prove they belong to the brand.
- Develop sharing and word of mouth. The community becomes an ambassador for the brand.
In conclusion, conversational marketing is a way to acquire, animate and manage communities. It helps create a climate of trust conducive to sales. Moreover, interaction allows to obtain clean, non-obsolete data while respecting everyone's rights.