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Role of Chatbots in Digital Marketing

The Role of Chatbots in Digital Marketing: Enhancing Customer Support & Engagement

Mangesh Shahi
Mangesh Shahi
Mangesh Shahi is an Agile, Scrum, ITSM, & Digital Marketing pro with 15 years' expertise. Driving efficient strategies at the intersection of technology and marketing.

There has been a 360-degree change in the entire technology department during the pandemic.  AI technology has grown rapidly since people started working from home and direct interaction among human beings acted as a catalyst to the COVID-19 virus. Digital technology and digital marketing have proliferated and their importance piqued like never before. The Role of Chatbots in Digital Marketing has made professions quite seamless and smoother while contribution to the cost-cutting factor is another vital segment. 

Chatbots when integrated with Artificial Intelligence support customer queries and also act as a major call-to-action that pulls quite a handsome traffic to the website. This collaboration is elevating the level of Digital Marketing strategy. If you’re interested in this career, it’s highly recommended that you go for training and certification in a Digital Marketing course right away!


What is a chatbot?

In a nutshell, chatbots are computer programs like software applications or web interfaces that play the role of customer support executives and help audiences by providing them with the answers they require. H&M, Marriott Hotels, Sephora, etc., all have smart chatbots that feed information to visitors with major information they’re looking for. Not all chatbots are integrated with artificial intelligence, but most chatbots use discussion-based AI techniques, such as natural language processing (NLP), to receive the user’s queries, understand them, and automate responses.

The reason chatbots getting famous is that they can easily mimic human conversations through voice notes or texts. It can be a firm or your business, too. Chatbots gather a lot of information while conversing with the traffic. They respond using a dynamic combination of pre-programmed scripts and machine learning algorithms. However, if a query comes up from the audience that the chatbot has no information about, then the chatbot will directly pass it on to the human operator.



Chatbots: Enhancing Customer Support and Engagement

Let’s explore how chatbots play an important role in enhancing customer support and engagement.

Personalized greetings

Communication with any customer becomes more fruitful when there is a direct interaction. The customer should feel connected to the brand and personalized emails, greetings, messages, etc., play a massive role in this aspect. Whenever you’re putting your primary information in any CTA button, the chatbot automatically receives that data. Therefore, whenever a customer is texting on a chatbot they’re getting a direct and personalized response. 


Faster and better response

Reaching out to customer experts has often been hectic for many people. With AI-integrated chatbots, customers can easily get connected to the brand and drop their queries. The chatbots work rapidly and efficiently to solve queries when asked. 


Better connection

Solving grievances through chatbots is quite a significant feature of chatbot marketing. Usually, consumers face a great deal of problems with refund policies, exchange issues, delays in delivery, and so on. Chatbots effectively work out these problems and provide necessary consultation or solutions to the consumers. Thus, they feel comfortable and get a feeling of satisfaction that they’re being valued.


Visual elements and offers

Emojis and emoticons can add a touch of friendliness and help convey emotions in text-based conversations. Besides, to compensate for any loss, customers are often offered special prices that are quite lucrative. Apart from that, many auditory responses are being sent to customers for better understanding.


Escalate to human support

Whenever chatbots do not understand a certain query correctly, they share the scenario with a human customer agent. This takes less than a minute. There are many skeptical customers who prefer speaking with a real customer executive and chatbots forward queries to human agents.


The Role of Chatbots in Digital Marketing

A recent study says that website visitors are 82% more likely to convert to customers if they’ve chatted with the customer support department at first. Therefore, integrating chatbots be they AI-based or not, makes quite a whole sense while driving sales. As a result, chatbot marketing is skyrocketing and is becoming a prominent figure in every Digital Marketing strategy. 

Chatbot marketing is no rocket science. It is simply sending automated responses to potential customers in the form of human-made interactions. It’s an engaging method that brands imply to convert leads in any capacity regardless of the fact if the sales team is working remotely or not. 

With respect to that, let’s see how chatbots are beneficial for Digital Marketing:

  • Real-time Interaction: Chatbots have the ability to guide potential traffic and convert them to real customers. AI chatbots have become so efficient that they can share auditory signals or write texts and can also direct to certain pages that a customer is looking for on a website. Besides, many businesses are using chatbots that can act like FAQs. All these facilities enable customers to gather information almost accurately and hence, they often become potential buyers.


  • Data Collection: There are many chatbots that ask for primary data from customers like phone numbers, names, and email addresses. Let’s say, someone is going through Sephora and looking for some beauty products. That data remains stored in the database and is being used while re-marketing. Irrespective of the fact that the buyer buys from Sephora or not, Sephora will keep sending promotional emails, messages, WhatsApp texts, etc., to the audience on a regular basis.

  • Brand Ambassadors: Chatbots can efficiently become brand ambassadors as they personalize their messaging to the demands of the potential customer. Over time, this breeds trust and people will become loyal to your brand.

  • Seamless: One of the fantastic reasons why chatbots are becoming famous is because of their smooth interfaces. Brands that have polished interfaces often give a vibe to customers that they’re talking to real customer support instead of a chatbot. 

Conclusion

Here we have discussed the role of chatbots in digital marketing, chatbot features, benefits, roles, and so on. Measure your business needs and requirements, find out which chatbot platforms best suit your business, and start implementing the above strategies for marketing. Remember, chatbots are transforming the world. So it is important to use this tool for your business goals. To develop skills, Spoclearn provides a huge variety of certification courses that aim to provide and enhance learners’ experiences. Enroll now to unlock your career in digital marketing.

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