Conversational Marketing: Engaging, Understanding and Enhancing Customer Connections

Abstract

Conversational marketing is captious when it comes to converting visitors to leads, leads to opportunities, increasing customer engagement, qualifying leads for better understanding and enhancing customer connection, making it a significant tool for marketers. Technologies that power conversational marketing undoubtedly will be among the most significant tools to go forward, provide the best way to start real-time conversation with buyers and customers. Conversational interfaces allow people to direct devices and programs through natural dialogue. Chatbots (which integrate with messaging apps like Facebook Messenger, Instagram Messenger, whatsapp business accounts etc) and virtual assistants (including Apple’s Siri and Amazon’s Alexa) are examples of conversational interfaces that have made an appearance in recent years. As adoption of conversational interfaces increases it will also increase the opportunities for marketers for better utilization of interface and meeting consumer needs. This paper highlights the trends driving the rise of conversational interfaces, identifies the types of conversational ‘jobs to be done’ for customers, and discusses the implications of conversational data for marketers.