Have you ever noticed that when you ask a question to a brand through their Instant Messaging, Chat applications or social media accounts, it seems like they reply it within seconds just like that, right? Well, you have AI to thank for that.
There’s no doubt that the concept of automation is getting more popular. However, many people view it as a threat. Why? We assume that they think AI will replace their jobs. This will lead to what is known as “technology singularity”; a hypothesis that the invention of AI can lead to a runaway reaction. That assumption appears based on self-improvement cycles with the rapid growth of a more intelligent generation. Then, an explosion of intelligence happens that will lead to the all-powerful super-intelligence which can surpass all human intelligence.
It sounds cool, but for now, let’s talk about how all this contributes to marketing. Thus, automation is the concept behind the creation of marketing bots or simply chat bots. Neil Patel shared on his blog that marketing bots have become popular because it’s easy to program and can save a ton of time to complete tasks more effectively. Want to know the role of these bots and what they can do in digital marketing? Let’s learn from his note.
First of all, bots can support and cover a small customer service or sales team. They take the role of communicating with website visitors through live chat. Econsultancy found that 57% of customer prefer to use live chat as a form of customer service, a close second favourite is E-mail (60%) and telephone (61%). Therefore, to prevent a huge amount unresponsive chats due to lack of human resources, bots come in handy by creating a simple, easy and fast responding messaging environment.
Sometimes, managing leads require a lot of nurturing which is very tiring to do. Bots come to the rescue by handling the grunt work of bringing the lead in and finding the right product or service for customers. In other words, bots can qualify your sales leads.
Finally, bots enhance user experience. The function of the bots is to get personal with customers. One way to do so is by providing a series of questions (short quiz). These questions help bots to read the customer’s interest in which this usually leads them to a series of product or service options.
There are many bots already out there that you can refer as customer service channels, like Facebook Messenger bots, Driftbot by Drift, and LiveChat. Also, there may be many ways bots can take a role in digital marketing, but humans will always play an important role. Don’t forget that, kids! We’ll still need you.