Technology continues to offer us new ways to communicate – with family and friends, and also with brands. People’s interaction expectations continue to grow and more channels are offering real-time, one-to-one conversations.
Three key channels are pushing this in 2018.
Whatsapp has released “official business profiles” making it easier to use this app to communicate with businesses and customers. Businesses will be able to use Whatsapp to send personalised notifications to their customers, like flight times, delivery confirmations, and even to answer customer queries.
This messaging app is used by over one billion users every day. It is an easy and fast way to communicate with people.
2017 saw the rise and rise of chatbots, and this is just the beginning.
Here’s what the future could hold for Chatbots:
– By 2020, over 80% of businesses are expected to have some sort of chatbot automation implemented (Business Insider, 2016)
– By 2022, banks could automate up to 90% of their interactions with chatbots. (Foye, 2017)
– $4.5 billion is expected to be invested in enterprise intelligent assistants by 2021. (Opus Research, 2017)
– 45.8% of consumers would rather communicate with a business through a messaging app than email.
– Chatbots could save businesses up to £6 billion per year cross industries. (Juniper Research, 2017)
– 57% of consumers are interested in chatbots for their instantaneity. (HubSpot, 2017)
– 40% of consumers do not care whether a chatbot or a real human helps them, as long as they are getting the help they need. (HubSpot, 2017)
3. Voice Search
Amazon sold tens of millions of Alexas this Christmas and Google says that 20 percent of queries via mobile are now voice searches.
Virtual assistants, such as Siri, Cortana, Google Voice Search/Now, Viv, Amazon Alexa, Google Home, are collectively training people to search using their voices, and become more “conversational” with their mobile devices.
How does this help marketers? Marketers using virtual assistants will be able to understand customers better, collect better data on the real intent behind each search, and build landing pages that are more relevant to the users’ real intent.
Conversational marketing is all about starting a dialogue with the people who can benefit from what you’re offering, using both inbound and outbound technologies.
Want to know more? Let us know if you’d like to discuss these (or other) trends, and how they might impact on your marketing strategies.