It turns out that conversational marketing is an ‘one-to-one’ marketing approach based on conversation as the main user-brand interaction. This marketing approach seeks to generate conversations with users to create a direct and personal experience, humanized in every sense of the word, and with the clear aim that this experience can energize the engagement cycle and accelerate conversion.
If we keep the definition, it doesn’t seem new. However, technology is once again a facilitator of change, and users demand an accelerator to address new ways of doing marketing.
Content, interactions and conversations
Since the early millennial, initiatives such as the Clue train Manifesto, with its ruling “Markets are conversations”, the phenomenon of blogs and the omnipresence of social networks promised a digital ecosystem more conversational than transnational.
In this context, and with increasingly informed users, there was an exponential growth of content in all its forms (text, graphic, multimedia, interactive, downloadable, etc.). But that content, which was understood as a conversation generation element, really became more of a driver of user-brand interaction.
Interactions are important, but technology allows us to go further in the relationship with users; and, in turn, users want more. Users want to talk.
Conversation and conversion
The study ‘The Rise of Voice & Conversations’, prepared a few months ago the firm Invoca, shows very interesting facts about American consumers, in which conversation is the key factor of conversion. For example, in purchases over $500, 20% of users use voice assistants and 35% make a voice call to close the sale. It seems reasonable that, from a price that users consider high, they want to converse with people.
But it’s not all the price. Also when users understand that the purchase they want to make is complex or when they need a very personalized offer,the voice, the conversation between people is again decisive for the conversion.
Just as a few years ago there was an explosion of content in all its aspects, we now live an explosion of artificial intelligence with huge ramifications that promise to be the great facilitator of the conversation. This time, yes.
Conversations and marketing moments
Voice,rather than writing,has transformed into the manifestation of the needs of users. Voice notes are sent in messaging groups, the smartphone or home device is asked to look for an answer, the car is spoken to guide us or propose an alternative route, a company is called to ask for a quote…
Voice and conversation have become a convenience factor for users. While we’re driving we ask the car to call home, or while we watch a series on a screen we talk to a second screen to tell us the name of the lead actor we have on the tip of our tongue.
Marketers need to understand this need to talk and this convenience to reach out to users and talk to them.
If we think of three great marketing moments, such as attraction, engagement and support, conversation and technology can be decisive for the relationship between the brand and users.
Voice devices (Amazon Echo) or voice assistants (Google Now, Apple Siri) are part of everyday life and are increasingly relevant to responding to users’ first intentions to have information.
Conversational chats, voice-based applications, messaging systems, voice recognition systems and, of course, the beloved old phone, all integrated into a multi channel platform are the essence of conversational marketing. An orchestration of solutions designed so that, in the context in which the user can converse, count their needs to a brand and a person responds uniquely. A ‘human to human’ experience supported by technology.
Natural language recognition in apps or chat bots shape the third moment of marketing, support made conversation to achieve maximum customer satisfaction. In addition, thanks to natural language processing capability and artificial intelligence, real-time user voice treatment can provide marketing with unequivocal signals of their feeling toward the brand to deliver real-time responses.
Conversational marketing and people-to-people relationship
Even today, one-way marketing formulas are still practiced, guided by the definition of messages that seek impact on users, an action-reaction model that still survives.
Many brands have made an important advance, and their marketing proposal revolves around content, seeking to respond to the need for user information on their own channels.
The next challenge of marketing is relationship, based on conversation,adapted to the context of the user, in any channel by which you want to contact the brand, in real time. And personally not only personalized.
Markets are conversations.
Why are consumers adopting voice assistants so quickly?
If you want to know the answers, and how these devices are revolutionizing eCommerce, download the Conversational Commerce study conducted by the Gemini Digital transformation Institute.