It’s no secret that the technological landscape is constantly and rapidly changing. In the consumer world, such changes can be viewed as exciting, as they bring forth new opportunities to learn new skills, explore new platforms, or add a new level of convenience to users’ daily lives.
However, from the business standpoint, technology can either act as a booster or a roadblock to success — it all depends on how quickly companies, both large and small, are willing to adopt new technologies and the different strategies they bring forth.
Take chatbots, for instance. Although these artificial intelligence (AI) technologies are anything but new — as they first emerged in 1966 — their popularity has grown exponentially over the last decade or so, especially in the realm of digital marketing.
Although chatbots are still rather new to users, hundreds of brands are entering into beta testing in order to optimize their customer interactions and improve overall brand satisfaction.
Along that same vein, here are several additional ways in which chatbots could transform the brand marketing landscape:
Not only do chatbots allow companies to personalize essentially every aspect of their marketing campaigns and reach a wider target audience, but they also have the potential to represent the brand as a whole.
This is because chatbots will essentially be the first “face” your clients see when they land on your website. Chatbots will slowly but surely take the place of customer service representatives, as they are more efficient than their human counterparts — after all, they can collect client data, easily recall a client’s requests based on their brand history, and offer solutions to queries and complaints painlessly.
Thanks to the work of chatbots, the days of scouring a website for that one particular item are rapidly coming to an end. Instead, registered users should soon be able to place orders for food, clothing, and so on simply by stating they want to order their “usual” products. This is done by gathering data based on users’ previous interactions with the brand’s website, as well as capturing situational context and maintaining client history.
Chatbots are no longer only found on a company’s website. Instead, several companies’ chatbots have infiltrated social media platforms and apps, such as Twitter and Facebook Messenger, in order to reach a greater number of prospective clients. This advancement has enhanced brand visibility and clients’ convenience as a whole, as it allows users to shop, read reviews, and place orders all without straying from their current app. By launching such chatbots, companies can anticipate more fruitful marketing campaigns, higher web traffic, and a gradual increase in loyal customers.
Although these AI technologies are still coming into their own in many ways, it will be intriguing to see just how they impact e-commerce in both the near and distant future.