The chatbot in the digital marketing world
Artificial intelligence continues to take giant steps and is increasingly present in our daily lives. There are many large companies such as Facebook or Vueling, which are betting heavily on the implementation of this technology in their digitalization strategies, and in this article I am going to talk about a word that is very fashionable lately, you will discover what a chatbot is, and you will be able to know if you are interested in including it in your communication strategy.
What is a chatbot?
The truth is that the name leaves no room for imagination. In effect, this technology allows a user to have a conversation with a computer program, its operation is quite similar to Siri or Cortana for example, only in this case we use a written language.
Chatbots and digital marketing
The first experiences in the use of chatbot in the digital marketing world show interesting results, with a surprisingly high CTR and engagement. The main reason that researchers indicate this success is the waiting time, since while a normal chat you have to wait for all the people in front of you to finish, in this case it is not necessary. You can arrange to chat 1000 people or more at a time, that will not be a problem.
Here are 2 examples of the actions that can be carried out by a chatbot:
- Send messages after the first interaction. For example, in the Vueling app if you write in your chat your reservation number will offer you hotels, restaurants and useful information about the destination you are going to.
- Send invitations, or discount coupons. If you have an online store and a person asks about a product, you can automatically give them a discount coupon for that specific product, motivating them to buy.
Development of a strategy for the chatbot
The first point to take into account to design a chatbot is to know the service we want to offer with it, in order to convert it into a conversation. It will be necessary to design a conversational experience and design / customize the bot.
The objective of this design is none other than to take the conversation with the user to a field in which the bot has experience, and know how to handle it. In order for you to understand those I am referring to, one must take into account an interesting point, the questions to be asked. The questions that are asked should never be opened, that will only cause the bot to be lost, and even that the user gives too much information.
It is also important to carry out a content strategy for the chatbot, since at the end of the day, the more content the bot has, the better the experience with it will be. In order to achieve a good quality in the content, it is important to develop a paradigm with powerful semantic relationships, in addition to developing a vocabulary game that fits in the different conversations.
The only way to develop this bot is through trial and error, forcing the AI to learn with each interaction.
Interesting facts about the of chatbot world
There are still some people skeptical about the use of artificial intelligence to improve a service, so I highlight some very interesting data on the subject:
- More than 20% of Internet searches are done by voice. Assistants like Siri, Cortana or Alexa are changing user habits.
- While the use of social networks for the publication of publications stagnates, the use of messaging applications of them is at historic highs.
- In China, the WeChat application has significantly increased its number of downloads due to the possibility of user relationships through voice software.
This data shows us that the evolution of the user experience will end up eliminating the interaction between people and screens. Assuming a new mini technological revolution, like the one suffered when suppressing keyboards and including touch screens.
Should I use a chatbot in my business?
Although the chatbot are still in diapers if it is interesting to start taking them into account for various web pages or mobile applications. In the case of airlines, many already have the use of these bots in their Apps.
Therefore, you can find many pages that allow you to create your own bot, where you will be shown the most used systems and commands, and which are probably interesting for your project.
I trust that with this article you will discover this very interesting element, which will open a new window to the future of communication and also of digital marketing.
See you in the next article!