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Communication automation is the new marketing automation

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Nowadays every person and their dog is using marketing automation in some form.

If you aren’t sure what marketing automation is, ultimately, marketing automation refers to software that aims to automate marketing actions, such as staying in touch, managing contacts, campaign management, giving the right information at the right time and gathering data.

Most marketing automation systems use email as the main communications channel. However there are many huge problems with modern email.

Problems with email

People are drowning in email.

Need I say more:

No one reads even half of their branded emails anymore.

Email is not a fully integrated experience

Email is very time consuming, perhaps the recipient wants to know more information, you send them links to your website. They leave the email channel, and shift focus to their browser. This is a poor experience. What if they could simply find more information out by staying in the same communications channel.

Typing on mobile is hard

If i have more questions and I’m viewing the communication on my phone, and I have further questions, ultimately if i can’t just tap something to find out more, I’m probably not going to bother. Not unless I’m already way down the funnel.

“What if I could speak with my customers in a channel they already use and understand?”

Introducing Facebook Messenger

You might have already heard of Facebook Messenger already 😉

What if you could use Messenger as your channel for automated communications? Send people targeted timely messaging that they actually care about.

Bots on Messenger

If you hadn’t already heard, last year Facebook launched the Messenger platform, since then many people have been building bots using our platform to communicate with their audiences. We’ve developed a range of marketing automation tools and internal communication tools to make interactive communications at scale a breeze. Using Messenger or Workplace by Facebook as the channels.

We’ve learnt a lot over the past 18 months about how people respond to this brand new type of communication.

And if there’s one thing I’ve learnt, it’s, without a doubt, that people that call these things AI Chatbots really don’t understand the real power of this new communications channel.

Present to your customers information in a channel that they use and understand. Let the customer be in control, or at least believe they are in control. You can even give your customer some extremely complicated information that they can digest and understand more easily. And best of all, communicate with them on their terms.

These things make most communications more efficient and effective in so many ways.

Bots, communication automation on Facebook Messenger.

Want to know more about the power bots? Send me a message and let’s have a chat!

https://medium.com/media/c90883b0516ddbe5c59960c12a04bc64/href


Communication automation is the new marketing automation was originally published in Chatbots Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.

Source: Chatbots Magazine

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