Chatbots and digital marketing are increasingly related, thanks to the growing need to use automation tools. Chatbots participate in this strategy in different ways. We’ll see below how the relationship between chatbots and digital marketing works and why they are starting to get more prominent in defining strategies.
The most common use given to chatbots is optimizing customer service as well as attracting more qualified new leads, making marketing efforts more effective.
Relationship between Chatbots and Digital Marketing
More personal experience
Let’s take the example of email marketing. People are more likely to open an email because of the subject line, especially when it includes their names. The same goes for chatbots. For example, when customers ask for more information about a product, the chatbot can help them with the correct information and treat them by their name after it has been provided. Chatbots can respond virtually right away and offer suggestions and advice to customers based on purchase history and preferences.
Ability for better relationship
How do chatbots improve customer relationships? The answer is simple: entertaining them! Undoubtedly, something that entertains us will surely retain our attention better for a larger period of time.
Another advantage is that chatbots learn from interactions while entertaining customers. Also, while they get people’s attention, they have the opportunity to do up-selling and cross-selling in a personalized way. Therefore, they make suggestions based on previous purchases through learning processes.
Reaches a larger audience
With this, we refer to the growing use of social networks. Chatbots can easily reach a larger audience through social networks. But how?
Chatbots can be integrated into almost all messaging applications. Chatbots will attract people because they will know they will find the information they need. For example, if people have a good experience with company chatbot, they will refer that company to friends and family. This is when Word-of-mouth comes in.
Higher Lead Qualification
Lead qualification is very important in the relationship between chatbots and digital marketing. This is done by identifying when the customer is on the buying journey by setting up questions to learn more about the lead. Thus, the software will recognize whether you are dealing with a qualified lead or not. Then choose whether to pass that contact’s information to the sales team or try some more interaction to help make a buying decision.
The first call comes from chatbots
Automated customer service is a good marketing tool as it provides faster and more accurate answers to simple questions and problems. However, when the customer asks a more complex question, the software directs them to human service.
Chatbots can customize the experience by accumulating interaction data that can be used in the future. Remember that personalized service is much more valued by consumers.
Increasingly, the relationship between chatbots and digital marketing is increasing, so it has been very important to take this type of strategy into account as consumers are much more digital.