Martyna Biskupska 22.01.2020
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Successful Incorporation of Chatbots into the 2020 Marketing Strategy

According to the Deloitte report, the production of massive amounts of data and over 26 billion intelligent devices in operation drives the Fourth Industrial Revolution. Not only is the way we communicate or search for information about a product or service, but also the way we make purchases. In 2020, chatbots filled with engaging, valuable content will support marketing departments but above all respond to end-users’ needs. And those in the digital age have even greater demands. How can you use chatbots in view of the marketing trends for 2020? What goals should be set in the marketing strategy for a chatbot to fulfil its task? How can its effectiveness be measured?

Why do we add chatbots to a marketing strategy in the first place?

Chatbot, as an element of digital marketing activities, appears in the context of both large and small businesses. It gives customers the opportunity to talk to the company at any time of day or night without having to wait for a moderator. It enables interaction on all kinds of devices, which is sometimes annoying and sometimes impossible in the case of websites. This is important given the constant turn of users towards mobile solutions.

However, these are not the only reasons to try the solution.

1. More interactive marketing content

In 2020, the direction often emphasized by experts is interactive content marketing. This term covers various types of quizzes, surveys, conversational articles and contests.

Tired of the excess of repetitive content, users need more engaging forms that will give them a meaningful value. And so, instead of writing another post about types of creams, you can create a survey in the chatbot. Once completed, it will display a product that matches the user’s skin. This way you will give them the opportunity to act and actively interact with the brand.

 

Did you know that….

… you can create engaging contests in Messenger chatbot? Brands such as: Coca Cola, Lays, Orsay and Durex have already used the solution.

Contests in chatbots are based on sending contest codes, pictures or answers to questions on Messenger. They are much more convenient to use for the final participants, as well as cheaper and easier to organize for companies.

Image source: https://www.coca-cola.co.uk/stories/how-we-are-using-facebook-messenger-chatbot

2. Human-center marketing

The new year means an even stronger turn towards the consumer. The personalization of content, facilitation of the selection process, as well as payments are examples that cannot remain just empty slogans. A good example of human-centre marketing are shoppable posts, which refer to specific products.

After all, no one wants to look for the ideal item in on the shop’s website once again after finding it on social media. The Messenger chatbot and the product carousels placed in it shall be used here. It will allow customers to browse the products comfortably and, what is even more important, to easily go to the purchase window.

Image source: https://app.chatbotcreator.online/

Exemplary chatbot marketing goals and measures

One of the most important elements of the marketer’s work when creating a strategy is setting goals and measuring results. Thanks to this you will know whether the chosen direction works in the target group and the conducted actions are appropriate for the company’s business goals.

That’s why when creating a marketing strategy, of which chatbot is a part, you have to take what its exact task is into account. Below are some examples that will help you find your own direction.

Spreading brand awareness

Brand awareness is nothing more than creating and consolidating the presence and image of a brand in the view of customers.

The chatbot is a perfect place to show what the company does, why it is worth trusting it, what its approach to the customer is. It is also the place where you can smuggle the brand personality, i.e. who the brand would be as a person: specific words, way of expression or “nature”. A law firm communicates differently, an entertainment TV station communicates differently and a beauty salon communicates completely differently.

A useful indicator to measure how brand awareness has grown is the reach of the chatbot: how many users have been reached, the number of interactions and the duration of the interaction.

 Increase in performance of marketing activities

Another goal chosen by marketers is to increase the performance of marketing activities. Depending on the approach, we can measure e.g. the percentage of chatbot users who have been converted to leads (e.g. 40% of all users converted to leads).

If we want to get consumers involved in a specific campaign, we measure its scope. Contests are a good example. By organizing them in Messenger, you can compare the number of participants who used the contest chatbot during this edition to those from previously used, traditional methods such as the contest landing page.

Our insights show that thanks to easier operation, chatbot contests are much more popular with consumers and have a much better reach.

 Marketing automation everywhere

The last goal is to automate marketing activities e.g.campaigns sent via chatbot. Examples include product updates, advertising videos or information about promotions.

The results of campaigns sent by chatbot are measured traditionally, such as: email campaigns, the Open Rate indicator, i.e. the number of messages opened by users, and the CTR — the number of clicks on the content of the link contained in the push.

You just have to remember that as of 2020, product and sales campaigns can only be sent through the Facebook Ad Manager.

How to start working on a chatbot?

We start working on the chatbot by understanding what problem the tool has to solve and who will use it. We choose its purpose so that it best meets specific business needs.

What chatbot functions will be helpful and contribute to the implementation of the assumptions, and which elements can be omitted? Maybe we just want to complete the contest and need a chatbot only for a specific time period? Or maybe we want it to be an additional sales channel? The answer to these questions is crucial for a successful solution.

Then, if you create a chatbot yourself, you can move on to the next elements of the work:

  • Research and Business Analysis
    Immerse yourself in the topic that the chatbot is supposed to be about. Analyze the brand world, discover the language used by customers to reflect it as closely as possible in the solution.
  • Designing and drafting
    Determine the main blocks that will appear in the chatbot. Move your ideas onto paper in the form of combined tiles so that you get the full solution tile by tile.
  • Transferring the project to the platform structure
    Create a structure in the chatbot creator following the design of the solution. If something doesn’t work as planned, test new features, make corrections, move modules until you get a satisfactory result.
  • Testing the Chatbot
    Test the chatbot yourself on a continuous basis while creating its structure. When the solution is ready, give it to other people for testing — team members, small test groups etc. It is important that as many people as possible ask questions in their own words, click on buttons, try out functions.
  • Implementation and optimization of the chatbot
    Connect the chatbot with the company’s fan page and present it to a wider audience. Get ready to test your chatbot in the strangest way — some things just can’t be predicted. Watch how users use it and save their conclusions. Use them to optimize your chatbot. If necessary, correct texts, add optional explanations, buttons or short answers to help users use a chatbot.

If you are interested in what the process of creating a chatbot entails, check out the ready-to-use tutorials on YouTube. They will show you how to use the chatbot creator and create working solutions. If necessary, use the help of specialized agencies or technology providers who will take on a part of chatbot creation.

Whether you decide to create a chatbot yourself or use external help, you need to remember that this is a great tool only if you know what content you want to include in it. And you need to ensure its quality.

Creating a chatbot requires awareness of the products, the target group and the direction it is heading. Then the inclusion of a chatbot in your marketing strategy for 2020 will be successful.

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