Digital Marketing Trends – Chatbots

Many digital marketing trends are on the rise – an important one being chatbots. Chatbots are a form of artificial intelligence that are designed to aid in customer service using either auditory or textual methods.

Chatbots allow for real-time assistance, day or night, and individualized support – making them a significant component in the improvement of customer experience. Chatbots can be programmed in various ways in order to obtain optimization. They can have a linear, set response to each individual or respond differently to messages containing keywords. Chatbots can be found across a series of platforms, some being website chat windows, SMS text, Facebook, and Twitter.

The ultimate purpose of chatbots is to maximize engagement with website visitors and make it easier for customers to make purchases.

Chatbots are effective because customers may not know where to find the information they are seeking or know where to begin on a new website. For example, a visitor landing on a website may be asked to request assistance or get more information about a product. Depending on the customer’s response, s/he will either be referred to a representative or asked a series of automated questions. This ultimately allows the customer to have a smoother experience in the navigation of a website. Many customers enjoy interacting with chatbots because they give answers promptly and never lose patience. This attention to detail will increase the number of customers that make it to a point of purchase because there are less complications that would have previously caused a potential customer to exit the website.

Chatbots allow for organizations to save time and money that can be allocated to other areas. Although humans staff chats most of the time, some websites rely solely on bots to solve problems. By automating conversations, companies no longer have to hire an employee to answer customers. By replacing many steps in the B2C buying process, there is an increase in efficiency and sales velocity.


Author: Shana Bigley