Conversational marketing or simply put, marketing models that are built to talk to consumers via enhanced live chats, chatbots, AI powered voice assistants or other such formats all encompass conversational AI. A robust conversational marketing model can do a lot more than boost customer experiences. Marketing teams today actually have the advantage of using conversational marketing frameworks to drive actual conversions and engage their target audience with relevant messaging that can generate more interest in their brand or product. 

Conversational AI platforms are evolving at a rapid pace, creating a new fundamental for how marketers can use these new features to drive personalized conversations through various online touchpoints. 

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Click to Messenger Ads

 With the rise of social media and associated platforms from which users can now directly buy products (Facebook, Instagram, etc), conversational display advertising is now taking up the interest of marketers. Conversational display ads are basically built out to allow users to click on a link that drives them not to a product website or landing page, but to a live chat or messenger conversation with the brand (via Facebook messenger for instance), thereby allowing brands to interact with interested further customers and drive more purchases once they click on an ad (as opposed to just passing them off to a landing page or purchase page). 

In today’s marketing and martech ecosystem, most display ads can be given that ‘’conversational’’ experience to drive users and interested buyers to engage more with the brand, clear out pricing or service doubts and a lot more. 

Conversational Marketing is now Integral to eCommerce

Today’s customers are more informed than before. They are exposed to a limitless range of products and choices today. This is why marketers have to keep innovating to identify ways to nudge them towards their own brands with interactive, out-of-the-box buying experiences. 

It is not uncommon today to find eCommerce platforms sporting live chat assistants that can act as product advisors when customers are trying to decide on a purchase. These conversational interfaces can be used to guide interested buyers with product recommendations based on their buying interest and offer a 24/7 customer support service as well that can be configured to connect with an actual human sales rep when the need arises. 

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As customer expectations change and newer martech capabilities allow conversational AI platforms to integrate seamlessly with existing CRMs and other marketing tools, it will become easier for marketers to drive website traffic with enhanced conversational and interactive experiences. 

Easier integrations with existing tools will allows marketers to build stronger online conversations that are personalized and relevant because they will draw on valuable first-party data that will allow them to target customers more appropriately. Seasoned marketing leaders are now to drive further impact here by utilizing retargeting initiatives to drive more conversions and conversations with the right audience, especially when buying signals indicate a high interest to buy into a particular product or service. 

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Conversational Marketing can Serve a Variety of Fundamental Marketing Needs

AI enabled chatbots can fuel the growth of online businesses and eCommerce and can especially be handy tool for lean teams. Chatbots and conversational marketing experiences don’t have to be restricted to just one kind of product or industry, in fact, conversational experiences are now creating a significant impact in the banking and finance sectors as well, to answer customer queries and concerns in real-time. Even the travel and tourism industry, especially airlines have been using conversational experiences to drive loyalty purchases. 

Online research suggests that 81% of consumers who buy from a chatbot will ultimately buy again. 

Using your conversational marketing framework to build out those relevant, engaging experiences that can drive customer value and relationships will soon become the norm for online businesses as customer trends change and they demand a more always-active, always-present interaction with the brands they choose to transact with.