How AI and Chatbots Drive Conversational Marketing Strategy

Artificial intelligence is set to take over the marketing landscape, don't you agree?

If you're like most marketers, then you're already using various forms of AI. For example, you're likely using tools to automate your email marketing, data collection, and even conversations.

AI and chatbots are now the new norms, and they're widely accepted by both businesses and consumers. We find that  64 percent of internet users find 24-hour service to be the best feature of chatbots. It's predicted that by 2020, 80 percent of businesses will use some form of chatbot automation.

Not sure if you should add AI to your conversational marketing strategy? Maybe this will change your mind.

A robot and human sitting at a table opposite each other typing on laptops.

The Benefits of Using AI and Chatbots

In case you haven't heard, conversational marketing is the new (but old) way of connecting with consumers. People are human and want to engage with sellers. This is why most marketing strategies now incorporate a conversational approach. 

Likely, you're already using one or more conversational marketing practices, such as:

  • Customer loyalty programs
  • Email marketing
  • Live customer support
  • One-on-one customer support

When you add chatbots and AI into the mix, you get the best of both worlds: more time to focus on growing your business, while meeting the on-demand needs of your customers.

You're empowering your brand to offer one-to-one communication, personalization, and real-time access (all without paying a full-time staff).

Young and Old Consumers Love Chatbots

Older adults looking at a desktop computer together.

Now, if you're thinking that AI only appeals to the Millennials and Gen Z, you're wrong. There's evidence that 61 percent of Baby Boomers say getting an instant response is the best part of using chatbots (compared to 51 percent of Millennials). This just goes to show that chatbots and AI can benefit your conversational marketing strategy, whether you're targeting younger or older crowds.

Why Are Chatbots So Popular?

What do consumers want today? To be heard, instant gratification, choice, and great experiences. This is what makes conversational marketing a success. Brands are opening up two-way forms of communication to learn about the individual needs of their target customers.

In return, consumers are getting better value, support, and overall satisfaction with the experience they have with brands.

The same report confirms that people prefer chatbots over apps when it comes to:

  • Convenience: 53 percent
  • Ease of communication: 35 percent
  • Good customer experience: 28 percent

How to Add Chatbots to Your Conversational Marketing Strategy

Chat Bot home page.

What can you lose by not adding chatbots and AI to your marketing campaign?  A boatload of consumers who want to interact with your brand after hours or online.

What can you lose by adding chatbots and AI? Nothing at all. It's a win-win scenario that allows brands to add features to their online properties that cater to their audience's needs. In return, you can increase your leads and sales.

There are multiple ways you can add AI to your strategy:

  • Add chatbots to your website.
  • Integrate chatbots into your social profiles.
  • Automate your email marketing.
  • Implement data collection and cleaning tools.

If you like the idea of using chatbots, then you'll find they're most useful for:

  • Pricing pages
  • Event pages
  • Feature/product pages
  • Free tool

On the other hand, you should avoid using them for your homepage, blog, about page, and lead gen landing pages.

Start Using AI to Boost Your Sales

In business, you're limited by two things: time and budget. The beauty of AI is that it alleviates the stress on both of these areas.

However, that's only true if you're using the right tools. Besides using chatbots, you want to ensure you're collecting information from prospects that's accurate.

With SmartForms and SmartSuite, you can ensure this. It'll automatically check names, emails, and other key details to verify authenticity now and over time. 

If you're serious about taking a data-driven approach to your marketing, then learn how you can enrich inbound leads in real-time!

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