By Beerud Sheth
With the rise of “ conversational experiences,” just about every business function—from marketing to commerce to support—must be redesigned to be conversational. The greatest impact felt due to conversational marketing is that businesses interact with far more consumer prospects than they do with paying customers. Each of us soon will be experiencing this as a target, if we aren’t already.
It is a gigantic transition from the one-too-many, “yell-and-sell” style campaigns to one- on-one, “chat-and-connect” conversations. The modern opportunity is to build an ongoing, personal, deep relationship with the individual customer. At the same time, marketers must be more deliberate, since it is so much harder to fake a relationship than it is to fake a transient ad or marketing message. Today a brand must become an assistant, friend, adviser, and guide. These conversational interactions are far more substantial and consequential.
That means brands will also need to remember prior conversations and maintain context in all future conversations since it is terribly frustrating for the user to repeat already-provided context.
Impacts on Marketing. These conversational experiences will transform engagement marketing. We all know that drip marketing and newsletters start feeling like spam after a while. Now, personally relevant messages sent at the time and frequency of a user’s choice will likely have better response. A short message is now here near as disruptive as long – form emails are, and by interacting with these short messages the user can dig deeper.