As you might have already guessed, Artificial Intelligence (AI) is taking things even further by introducing Conversational Marketing. This new strategy puts the emphasis on the customer journey, where all measures are taken to build stronger customer relationships, by providing customers with a personalised online experience through conversation. 

How does it work?

Well, by using different tools such as live chat, messaging apps and chatbots, this strategy engages the customer in dialogues. To put the technical specs simply, AI marketing adjusts and learns how people like to communicate, making conversations smoother, more engaging, and personalised to strengthen connections and bonds with customers. You have the option to either establish it under your brand’s name or create a genuine digital assistant. Consider “Kate”, the virtual assistant of banking app KBC, that helps you on the spot with all your problems and difficulties. 

An important difference with chatbots is that conversational AI chatbots will understand your customer’s needs and adapt to their wishes by providing personalised tips and recommendations. Businesses can customise the customer experience, providing instant, specific solutions to any questions their audience asks. Some providers of conversational chatbots can be: 

• Tidio live chat and chatbots
• Qualified, providing you with lead generation tools
• MobileMonkey for advanced Facebook chatbots

Although still developing, conversational AI has already provided major benefits and made a significant impact like never seen before. Here are some of the biggest achievements so far:

1. Customer experience optimization

Due to uninterrupted customer care, your clients can rely on your services 24/7. Problems can be addressed promptly, providing quick solutions at any time, leading to increased satisfaction.

2. More cost-effective than traditional marketing

There’s no longer the need to hire and train additional staff for routine tasks. Chatbots can effortlessly handle repetitive processes, alleviating the strain on your existing staff.

3. Stronger and more personal customer relationships 

When conversations feel personal and reciprocal, customers or prospects tend to be more forthcoming. Offering them the opportunity to truly connect with your brand inherently boosts customer satisfaction, leading to a higher conversion rate and fostering long-term customer loyalty.

As all of this sounds like the perfect solution for many brands, there are some things you need to keep in mind before incorporating Conversational AI into your business strategy:

• Trial and error: find out what your customers want and implement this to your advantage. A deeper understanding of the pain points of your online identity is necessary in order to optimise AI to your needs. 
• Make it fit your needs: one of the key reasons to success is that AI allows each brand to assume a specific tone of voice that suits the brand’s personality. Analysing information, solving problems and optimising customer experiences are an essential part in this.

To finish things off with an example of Conversational Marketing, skincare brand Kiehl’s launched their Messenger Chatbot, that helped customers search for skincare product gifts. From preferences in skincare to suggested items and check-out, everything happened in the same conversation panel. Providing the luxury of not being sent to another page, Kiehl’s managed to provide a seamless shopping experience.