Nowadays, conversational marketing platforms enable brands to use chatbots as a way to “speak” to consumers. This in turn leverages conversational data to guide customers through every stage of the buying process.
Read on to learn more about conversational data, its implications for the future, and how it will continue to affect the world of marketing.
Keywords Are Old News
The entry point for a search marketing campaign has always been the keyword list, but with new technology, we’re now learning that keywords are just a blip on the radar.
This is how the process usually goes:
You ask a search engine or virtual assistant a question
The keyword you used in your search provides a glimpse of the journey you’re taking
You click on a search result and it’s over. The search engine has gained everything it can from you.
But thanks to new advances in natural language processing (NLP) and artificial intelligence (AI), businesses now have access to a much more holistic understanding of what consumers want across their entire buying journey.
How Does This Work?
We promise robots aren’t taking over the world. Interacting with chatbots has become a natural extension of our comfort with messaging in apps like Twitter and Instagram. Plus, 65 percent of people are more likely to shop with a business that they can reach through chat.
Basically, this is new and improved chatbot technology that creates a two-way exchange with every customer. Which is a good thing! Because 70% of consumers feel frustrated when they don’t have the choice to contact a human representative.
It’s able to ask them questions throughout the buying process, not just when you type in a keyword. The information they gather is now coined as conversational data.
Why Are We Heading In This Direction?
60 percent of the world’s population is online, and messaging is becoming a more common form of connecting with each other.
It also feels much safer to many people. As stated before, customers often feel angry when they can’t contact a human representative. And although an A.I. isn’t human, it gets pretty darn close.
Why Is it So Helpful For Marketing?
Conversational data enables businesses to design targeted messaging around the customer journey. Not just the moment they typed something into a search message. Here are a few things conversational data helps you do-
- Understand customers’ real intent
- Better understand the specifics of a customer’s concerns
- Gauge customers’ emotions
- Gain clarity on misconceptions of the customer
- Gain insight into how your customers interact with your brand
- Understand how customers think of your products
- Understand how your customers talk about your product
- Understand customers’ hidden expectations
- Gain clarity on the context of the customers’ need
Conversational insight effectively uses language to get to the heart of the customer’s intent. Businesses now have access to a much deeper understanding of the customers’ buying journey, and this will continue to play a huge role in the world of marketing.
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