- Keywords represent the tip of the iceberg when it comes to understanding consumer intent
- Using AI-powered chatbots, conversational data that occurs over messaging channels like Messaging can give businesses a deeper understanding of what consumers want.
- Below, we’ll discuss how conversational marketing platforms like Spectrum use natural language processing (NLP) and artificial intelligence (AI) to guide customers through the buying funnel.
- A robust conversational marketing platform allows companies to build chatbots that engage and convert customers on the websites, apps, and where people spend their time.
Asking a search engine or virtual assistant a question begins a conversational journey that carries the searcher across channels until they ultimately find what they want (or not). Per a 2013 article in Wired, “Google is now examining the searcher’s query as a whole and processing the meaning behind it.” In January 2020, Statista reported roughly 40 percent of US. Keywords , but they only provide a glimpse of the customer journey, labeling the searcher’s thoughts without revealing the “why” of what they’re searching for.
Once a user clicks on a machine learning (ML), and artificial intelligence (AI), businesses have access to a much deeper understanding of what consumers want across the entire buying journey. AI-powered chatbots that “speak” to consumers can collect customer intent data and take the conversation beyond an initial keyword query. They enable instantly to scale one-to-one personalization in direct chat. Below, we discuss how conversational marketing platforms employ NLP and AI in chatbots to guide customers through the buying funnel. We useg informal analysis to understand customer intent that goes far beyond keywords., the conversation is over from the search engine’s perspective. But thanks to advances in natural language processing (NLP),
The customer conversation is online.
Interacting with chatbots is a natural extension of consumers’ comfort with messaging in social media apps like Facebook and Instagram. According to Hootsuite’s Digital In 2020 report, 60 percent of the world’s population is online. The report found that, globally, users spend an average of 6 hours and 43 minutes online edaily40 percent of their waking life using the social media. Consumers were using mobile messaging and chatted an average of 20 minutes per day in 2020, with Business Insider predicting that the standard would grow to 24 minutes by 2021.’. A large chunk of that time, more than two hours, is spent using
Increasingly, messaging is how we connect. Facebook and Instagram are at the center of this trend. Businesses can reach and engage with over twoon Facebook and Instagram using their messengers. This level of engagement gets to the root of consumer intent, diving beneath surface keywords to the conversational understand what’s motivating the consumer to conduct their search in the first place.
Leveraging Conversations to drive results
Conversational marketing platforms use messaging apps to engage with consumers and determine intent. Next-level chatbot customer, asking them questions throughout the buying process and capable of operating on multiple messaging channels. Spectrum is an example of a conversational marketing platform that goes beyond simple, generic approaches to conversational AI by using domain-specific NLP to guide consumers through the customer journey.
Spectrum’s approach to conversational AI combines domain-specific NLP with the use of, a type of machine learning that enables enterprises with little or no customer intent data to generate their data quickly sets to train the algorithm. Generic conversational AI uses general NLP that can be used for simple tasks like autosuggestions and essential keyword matching. Domain-specific NLP is prepared for the individual business.
“Marketing chatbots that use domain-specific NLP learn how your customers speak. The customer intent valuable to your business. Even if you don’t have a lot of conversational data to train your bot.” – Writes Spectrum., customers, and goals and are used to improve your chatbot continuously. It’s about understanding how your customers engage naturally with your brand and training your bot to respond to that to drive outcomes
Chatbots are only part of what makes conversational marketing platforms work. Platforms like Spectrum operate across multiple messaging channels where consumers spend all their time, including Facebook Messenger, Instagram Messaging, Google Business Messages, and even at the display level via conversational display ads using AdLingo and Google DV360. Consumers like chatting with businesses. They’re already moving through the buying cycle using one-on-one conversations that provide more in-depth intent data than a simple keyword search. Consider the following statistics:
- 75 percent of in private messaging channels versus traditional channels
- 65 percent of people are more likely to shop with a business they can reach via chat
Conversational data = More targeted campaigns
Conversational data can be used to create marketing campaigns that are more targeted than traditional search and display campaigns. They enable businesses to This information can be used to personalize marketing messages at a one-to-one level directly in chat. Personalization and segmentation become easier based on the granularity and specificity of conversational data. None of this is possible without the right platform. Some factors to strongly consider while evaluating an enterprise-level conversational marketing platform would be:targeted messaging around the customer journey, learning what customers want/need in how they interact with the chatbot. Conversational data also enables profiles using people’s answers in chat.
- An easy-to-implement no-coding setup
- Customizations for your
- Easy integrations with your
- Enforcement of the highest (GDPR, CCPA, and others
- Connection to your product feed (for ) and ability to serve product recommendations/content in real time based on user input
- Flexible role management with the ability to set user access roles
Tools like Spectrm are at the heart of marketing automation, enabling companies to acquire new customers at scale. A robust conversational marketing platform allows companies to build chatbots that engage and convert customers on the websites, apps, and social media where people spend their time—no engineering resources are needed. Just like search engines, conversational intelligence tools effectively use language to get to the heart of consumer intent.
They go beyond keywords to make every data point actionable, using chatbot analytics to optimize funnels and every day. Consumers are more curious, demanding, and impatient than ever. They expect their to be personalized, instant, and effortless. Chatbots enable brands to connect with their audience personally and offer seamless customer experiences from the start.”. In Spectrm’s words, “Reaching the right audience is getting harder