Virtual assistants for marketing – Social media and instant messaging are today integrant part of companies’ marketing stragey.
Opening of a two-way dialogue and personalized communication with the customer is the basis for building relationships and own a competitive advantage.
As stated in the first thesis of the Cluetrain Manifesto “markets are conversations” and companies are called upon to manage conversations with their stakeholders: customers and prospects, but also suppliers, employees, partners, shareholders.
57 billion contact center conversations are recorded annually, generating costs of $ 1.2 trillion (Markets & Markets)
Conversational AI is the technology that allows you to simplify the complexity generated by Information Overload, simulating human interaction through natural language.
The ability to manage conversations does not only refer to taking charge of inbound contact requests, but also to the ability to use insights from conversations with customers, that are functional to decision making at all levels of the company.
While machine learning learn from data to facilitate the automation of tasks and reduce human intervention; virtual assistants for marketing manage these inputs in a natural language.
Conversational marketing leverage the engaging ability of virtual assistants to initiate a dialogue with customers and prospects, aimed at lead generation, upselling, cross-selling, loyalty and sales objectives.
The strength of conversational marketing is in the bi-directional communication, in the ability to engage, in customer’s insights; the strength of virtual assistants for marketing are the availability 24/7, the instant response capacity, the multi-channel interaction (the conversation can also be started from social platforms, for example).
Giving customers the chance to ask questions is the first step towards a successful conversational marketing strategy, and companies that understand its value are in a position to increase customer retention and reduce churn, thereby increasing conversion rate.
where marketing virtual assistants apply
Interactive Landing Pages
Virtual assistants for marketing actively engage customers who land on marketing landing pages, asking questions to intercept their needs or to gather information useful to profile the user.
On the other hand, customers have a tool available to request information to with no need to navigate the page.
Lead Generation
Through the lead generation function, the virtual assistant collects the customer’s contact information, such as name, surname, telephone, e-mail, ensuring compliance by sharing the information on privacy and data processing.
Cost reduction of digital marketing campaigns
Thanks to the direct engagement, virtual assistants for marketing increase the effectiveness of re-targeting campaigns, contribute to the reduction of the churn rate and cost per contact, while increasing the acquisition of new leads.
Sales automation, up-selling, cross-selling
Virtual assistants interact in a personalized way based on the customer’s needs, but also on the stage of the funnel in which they are.
For example, they engage the customer that left products in the cart, making proposals aimed at completing the purchase procedure.
Virtual marketing assistants increase sales opportunities by presenting push marketing offers and up-selling and cross-selling proposals throughout the conversation.
An omnichannel dashboard to manage conversations
Conversational AI platforms such as CRAFTER.AI ™ allow you to manage conversations across all channels (web, social media, mobile etc.) within a single platform.
Regardless of the channel used, the customer will always have the bot at his disposal and in case of need he can ask to speak to an operator.
The marketing manager can select the channel to launch specific conversational AI marketing campaigns.
CRAFTER.AI ™ allows you to manage conversations independently and to modify the bot’s replies at any time.
The platform allows you to add new Q&A and modify responses based on ongoing marketing campaigns.
The extremely fast training allows you to modify and deploy the chatbot in a few minutes and to carry out A / B tests to support your digital marketing.
In conclusion
The use of virtual assistants for marketing is not limited to automation. The data analytics allow for building relationships with customers, decision-making, positioning strategy, in response to another of Cluetrain Manifesto’s theses, which states that “markets are becoming more intelligent, more informed, more organized “.
In 1999, Cluetrain Manifesto aimed to invite companies to open a dialogue with people, through the Internet.
Today, conversational AI is the technology to manage conversations between companies and people in an intelligent way.
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https://crafter.ai/it/2021/10/21/conversational-ai-marketing/
