Utilizing a Chatbot as an Interactive Marketing Solution

As the digital marketing and advertising landscape continues to change and evolve with the introduction of new technologies, business owners and marketers are forced to continuously re-evaluate their marketing strategies to ensure that that are employing the latest and most effective marketing methods in order maintain a competitive marketing edge.

Where in the past, marketing and advertising campaigns have tended to flow in one direction, newer technologies are able to deploy programs that create actual dialog between consumers and their brands. As this evolution continues, consumers have a now have an expectation to be welcomed participants two-way dialog, rather than simply be persuaded to make a purchase.

The Interactive Marketing Solution

Interactive marketing, sometimes called event-driven marketing or trigger-based marketing is an approach that is designed to react to what the customer is doing, asking or requesting in order to increase marketing effectiveness.

With interactive marketing, the brand is employing a one-to-one marketing program that is able to react based on its interactions with individual customers and prospects. This reactive, ‘trigger-based’ approach has proven itself to be tremendously more effective than traditional one-way marketing- up to twelve times more effective, in some cases.

Why is Interactive Marketing so Effective?

Consumers today are drowning in information that brands provide from their websites, social media, and other channels. Interactive marketing programs are designed to deliver the information and guidance that a consumer needs at the precise moment they need it in order to advance the sales opportunity.

This opportunity for greater personalization through interactive marketing provides consumers an ability to interact with a brand’s marketing communication in order to drive the conversation to support their specific needs. An effective interactive campaign leverages well-designed decision trees to support ‘if/then’ scenarios that react specifically to the consumer’s communications.

Marketers are reporting an average increase of 20% in sales when leveraging these personalized experiences.

Chatbots for Interactive Marketing

Chatbots are software programs that are designed to drive automated and effective communication with your prospects and customers from your website or some other messaging channel. For marketing purposes, chatbots are programmed to assist your customers in collecting the information they need on their way to a purchasing through natural ‘chat’.

Given this, chatbots can serve as the ideal interactive marketing solution. When deployed for this purpose, chatbots are able to immediately react to consumer questions and requests to allow them to make well-informed purchasing decisions.

For marketers considering the use of chatbots for interactive campaigns, the main thing to keep in mind is that chatbot-led interactions should lead consumers to take a final call-to-action (CTA), whether that be the purchase of a product or service, an opt-in for future communications, or some other marketing goal that supports your larger strategy.

Contact us to learn more about utilizing a chatbot as an interactive marketing solution.