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4 Reasons to Use Chatbots as part of your Digital Marketing Strategy



4 Reasons to Use Chatbots as part of your Digital Marketing Strategy

Scan the leading websites in your industry – whatever your industry – and you’ll be struck by the ubiquity of chatbots.

Even five years ago, these automated tools were regarded as having a fairly niche set of uses, and were seen as so expensive and complicated that only the biggest brands were able to use them. But in the space of five short years, that’s all changed. Chatbots are now an incredibly important tool for businesses, and can be added to your customer-facing portals very easily.

Alongside the widespread adoption of these tools has also come an increasing recognition from customers: as we’ve previously pointed out, approximately 47% of customers are now open to shopping for items using a chatbot, and many now find them invaluable for searching for products.

This is not the only use of chatbots, however. Incorporating them into your digital marketing strategy has a number of key advantages, from increased lead generation to the ability to generate instant feedback on product ideas. In this article, we’ll take a look at four of these advantages, and show you how chatbots can improve the efficacy of your digital marketing.

1 – Lead generation

When it comes to generating leads, chatbots have a huge advantage over their human “colleagues” – they don’t have to sleep. This means that they can interact with customers 24 hours a day, 365 days a year, and can do so in real time. This means that potential customers don’t have to send an enquiry form, and wait for a response from one of your employees. Instead, you can offer them instant, tailored advice on your products.

That might sound like a small extra service to offer your customers, but research indicates that the impact it can have on your sales is enormous. Surveys indicate that about 64% of consumers see 24-hour service as the biggest benefit of chatbots.

These stats have led to a corresponding increase in the use of chatbots across a wide range of industries, and in many circumstances chatbots have been given high levels of responsibility in the sales process. Research shows that by 2019, over half of all companies were using automation for part of their businesses processes.

2 – Instant feedback

Another important advantage of integrating chatbots into your digital marketing campaigns is that they can be used to quickly and efficiently elicit feedback from your customers, and intelligently respond to these suggestions.

This is not a commonly mentioned advantage of chatbots, because many brands still see them mainly as a tool that requires data to function, rather than one that can be used as a source of business intelligence. It’s true that training chatbots to respond to customer queries normally requires large datasets, but there are other ways of using them that don’t require this level of technical infrastructure and knowledge.

A good example of this is the campaign that was run by Absolut Vodka in 2018. This marketing campaign, as reported by entrepreneur, used a chatbot to interact with potential customers over Facebook messenger. The purpose of this outreach was partially to perform a survey on the most popular vodka-based cocktails among Absolut’s customer base. However, the technique also led to a x2 conversion increase via Facebook messenger, and allowed Absolut to open another way to interact with their key customers.

3 – Data acquisition

Take the approach we’ve mentioned above to its logical extreme, and you’ll see that chatbots can actually be an incredibly useful and effective way of collecting data from your customers.

This technique is still in its infancy, but is already showing great promise. The idea is simple enough – since a chatbot (if correctly trained and used) can potentially interact with a huge number of customers simultaneously, it makes sense to use these bots to collect information on your customers, even if all this involves is a simple question about their habits.

This information can be used for a variety of purposes. First and foremost, chatbots asking customers to rate their experience, and to collect suggestions on how your sales process can be improved, can instantly help you to improve the efficacy of your customer service offering. Information like this can also be used to inform your SEO process, by providing a finer-grained analysis of how customers arrived at your site.

The potential applications of these data go way beyond on-site marketing, though. They can be used, in other words, to inform all of your marketing channels, including arguably the most important – email.

According to Ottawa-based software developer and online marketer Gary Stevens of Hosting Canada, email remains the most effective marketing channel today, stating “Despite some outcries to the contrary, email is far from dead and is, according to all statistics and expert predictions, actually gaining traction as a marketing modality, making it more important than ever before that you have the right systems in place to ensure you aren’t leaving any money on the table.”

And last but definitely not least, this information can be fed back into your chatbot itself, and used to train it to respond more effectively, and in a more sophisticated way, to your customers. In this way, using your chatbots to collect data is essentially a way of getting them to train themselves.

4 – Building a relationship

Finally, it’s worth recognizing that when used correctly, chatbots can work in parallel with human marketers towards the most important goal of all – building a truly engaged relationship with your customers.

This is often forgotten about, because many brands still see chatbot development frameworks as a way of automating away human marketers and customer service staff. This, however, is the wrong approach – instead of seeing chatbots as an automated replacement for humans, marketers should see them as an efficiency tool. Chatbots, ultimately, can save your human marketers time that they can then spend working on more useful tasks.

Taking this approach can provide real advantages to brands. This is because it’s not just your marketing team who will applaud you for making their jobs easier – your customers will also value the more streamlined purchase process that chatbots can provide.

Examples of this kind of approach can be found in many industries, but perhaps the most prominent is Pizza Hut’s chatbot. This tool is primarily focused on providing a friendly interface for customers making online purchases. However, as part of this service it also collects information on customers, and remembers it to speed up the checkout process for future purchases.

Automate your marketing

If, after running through the advantages above, you are ready to take your first step into the exciting world of chatbots, you now have plenty of options available to you.  There are a few solutions that provide ready-to-use chatbots requiring very little in the way of training.

These can be a great solution for new companies, or those who are relatively new to the world of advanced digital marketing and want to super-charge their data acquisition process. Just remember, whichever approach you take, that chatbots are there to help your marketing staff, not replace them.

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How is the Blockchain Shaping the Digital Marketing Automation Tools?



How is the Blockchain Shaping the Digital Marketing Automation Tools?

It is no doubt that most of us are aware of what blockchain is and how it has shaped the future of digital marketing automation. If you are reading this article, then you might be wondering what exactly is the difference between blockchain and digital marketing automation?

What Exactly Is Blockchain? The blockchain is a decentralized ledger system that records transactions between two parties. A block stores information about previous transactions, so each block contains a link to its previous transaction’s record to prevent double-spending.

The users will have their copy of the record on their device so they can keep track of all the changes made in that particular chain by any member of the network.

The Blockchain Is Creating a New World

The blockchain is a new technology. It’s based on the idea of decentralization and peer-to-peer networks, which makes it different from traditional centralized systems. Blockchain technology uses a distributed ledger to store information, making it impossible for a hacker to modify the data stored on the network.

The blockchain can get used in many ways, including cryptocurrencies like Bitcoin or Ethereum. But it also has applications in other industries such as digital marketing automation tools where marketers need fast access to information about their customers or prospects without having to go through an intermediary (like Google Analytics).

Some companies have started using this technology as part of their product offerings by providing users with access to their data through APIs that they can use however they wish (for example: visualizing trends over time).

How Digital Marketing Automation Tools Work

Digital marketing automation tools work by task automation like sending emails, creating landing pages, and tracking the performance of your marketing campaigns. These tools can help you save time and money by automating tasks.

For example, let’s say you want to reach out to more leads on LinkedIn but you don’t have time to send them an email every day. With a digital marketing automation tool like HubSpot or Marketo, you can set up an autoresponder sequence that will send out emails automatically so all you have to do is check-in once in a while and make sure everything’s running smoothly.

Prepare for the Future of the Blockchain Marketing

As technology continues to evolve, the blockchain will play a pivotal role in digital marketing. This is because it offers a secure and reliable platform that marketers can use to communicate with their audience. In addition, it also provides better transparency than traditional marketing methods because of its decentralized nature.

Below are some of the ways that marketers can benefit from using blockchain:

  • Security: The blockchain offers greater security than traditional methods of digital marketing since it doesn’t rely on central servers or third parties.
  • Efficiency: Using blockchain technology means there’s no need for middlemen or intermediaries when conducting transactions online. This improves efficiency by cutting out unnecessary steps between two parties looking to transact business with one another; this saves both time and money for both parties involved!

Secure Digital Marketing Tool Designed on Blockchain

A digital marketing tool designed on blockchain will be more robust and secure. Blockchain technology is a decentralized, distributed ledger technology that helps in recording transactions between two parties efficiently.

It also ensures that the records cannot be tampered with once they get recorded. This means that if you buy a product from an e-commerce website and pay for it using cryptocurrency (a form of digital currency), then no one can hack into the system and change your transaction record to avoid paying you the money.

In general, blockchain offers marketers several benefits:

  • It allows for better data sharing and storage than traditional databases
  • It offers enhanced security features because there is no single point of failure
  • It can help companies boost productivity by integrating both humans and machines

Blockchain Protocol That Ensures Safety, Security

Don’t worry, you can still use digital advertising. You just need to trust the blockchain protocol that runs it.

Ad-blocking software has made digital advertising ineffective already and will soon make all digital advertising completely ineffective. You see, if you are using ad-blocking software on your computer or mobile device, then you’re not seeing any of the ads being served to people who aren’t using ad blockers.

This means that advertisers must pay for each impression (or view) of their ads, even when those impressions do not get seen by anyone at all!

By adopting a blockchain protocol for their digital advertising campaigns, marketers and publishers can verify which impressions are being seen by humans and prove whether or not they were delivered effectively before paying for them.

It is worth mentioning that the benefits can be multifold as is already visible from the other spaces like the cryptocurrency markets. Numerous traders are gaining from the rising cryptocurrency prices. So, digital markets too must watch out for this technology.

The entire industry benefits because everyone is working together instead of trying to scam each other through fake views on fake websites with fake content created solely for financial gain without any real value-added back into society whatsoever!

Digital Technology Is Changing Everything

You probably already know that digital technology is changing everything. But what you may not realize is that blockchain is one of the biggest and most important digital technologies to come out in years.

Blockchain can be a difficult concept to grasp, but it’s worth learning about because it’s changing the way we do business, marketing, and advertising—even as we speak! The best place to start learning is by understanding what blockchain means. It’s essentially a decentralized database that allows information (such as financial transactions) to be stored on multiple computers rather than in one location. This makes it more secure than traditional databases which are usually stored on just one server or computer system.


As you can see, the blockchain is changing the way we interact with technology. It’s also changing how we experience marketing automation tools, and how they work. The future of digital marketing will be shaped by this new technology, which means marketers need to start exploring how it can be applied to their jobs now.

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Marketing operations talent is suffering burnout and turnover



Marketing operations talent is suffering burnout and turnover

“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.

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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

Read next: More on marketing ops from Darrell Alfonso

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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Product Market Fit with Scott Cunningham [VIDEO]



Product Market Fit with Scott Cunningham [VIDEO]

Scott Cunningham, CEO of Social Lite and Co-Founder of Merchant Mastery, has worked with thousands of ecommerce stores. The one thing he hears ALL. The. Time? 

“Facebook doesn’t work for my business.”

If you’ve said that about your ecommerce store, listen in as Scott shares what’s missing and how you can overcome that hurdle and start selling.

In this video:

  • Start Here to Sell More: 00:22-00:30 
  • What If I’m Selling a Brand New Product? 00:51-1:02
  • The Formula for Winning in Ecommerce: 1:21-1:34

Learn more about ecommerce:

The Future of Ecommer Marketing Is Now ➡️

Use This Framework to Build Ads That Move Product ➡️

NEW for 2022! Become an Ecommerce Marketing Master ➡️

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