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Five Ways to Unleash the Power of a Marketing Bot

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3. Ease of Transactions

By integrating with messaging platforms and voice assistants, brands are creating an engaging platform which automates the transaction process.

In 2016, eBay ShopBot integrated with popular messaging platform Messenger to increase its reach. Messenger remains the most popular social media platform with more than 1 billion per month. Netatmo, a smart home also launched its Facebook Messenger Bot which lets users operate their smart home appliances, heaters, lighting etc. simply through text commands. Pizza Hut launched its own chatbot version by integrating them on social media platforms to receive food orders for delivery. Through Facebook and Twitter, a customer can place orders.

Photo by Andres Urena on Unsplash

Voice activation and NLP technologies like Siri, Alexa, Cortana and Google Assistant may be taking such orders to another level. BMW, will already start incorporating Alexa in its cars beginning in 2018 enabling drivers to toggle radio stations, obtain directions and get news through voice commands. Last year, online retailer eBay teamed with Google Assistant app to order through the smart speaker, transforming the entire shopping experience.

4. Good Sales Performance

Chatbots make a great salesman through online assistance to customers. The personalized feature shows customers only those options that they are interested in buying.

Kik is already selling products on messaging platform. The Canadian based app is the official chatbot for H&M, Europe’s largest apparel retailer. Kik sounds more of a human than a bot and gives feedback on outfits like a friend would. After item selection, the chatbot creates outfits for any occasion. On confirming that it looks good, one can order and pay for it online.

Working also in the department of sales — StubHub chatbot sells event tickets using FB Messenger. It wants to make the entire experience more personal and less mechanical. StubHub lets users give feedback, which acts as a database and is used to make the chatbot smarter.

5. Surveys and Customer Feedback

For a brand to evolve, genuine feedback can be valuable. Such responses help designing future business strategies but only if customers’ responses have high completion rates. Most often, customers leave surveys unfilled half way through but chatbots shredding the tedious surveys and encouraging more users to respond.

Wizu is a perfect example. It is an AI powered chatbot that understands sentiments, adapting to conversations in real-time depending based purely on customer responses. Currently, it offers an engaging integration with Salesforce.

Hubert is a survey chatbot that replaces feedback surveys that teachers used to improve their teaching. Hubert uses AI and machine learning to chat with students on digital platforms and interpret the data, which then helps teachers understand what improvement is needed.

Polly helps in conducting surveys on Slack. On slack a user can create surveys/polls, target an audience and get real time results. The data collected from the surveys can then be viewed in detail by simply expanding the page.

But interestingly even with all its benefits, the process to create a perfect marketing chatbot continues.

For many, emotion-sensing chatbots may provide the answer. If chatbots start to detect and respond to emotions, then it could fully unleash the power of a marketing chatbot.

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