Chatbots are one of the biggest innovations in the marketing industry but in order to use them effectively, brands must carefully consider the customer journey and how they implement this technology. Mike Betzer outlines the dos and don’ts so your brand can make the most of bots. Excerpt follows; full article at this link.
Off the top of your head, can you name the one greatest advantage that every single marketer has in their arsenal? It’s that every marketer is also a customer, so they know exactly what it’s like to be marketed to, and can appreciate very easily when it’s done well – and when it’s not.
But how often do marketers forget that knowledge when it comes to embracing the exciting and innovative developments in the marketing space? Marketers are an innovative group, often embracing the latest and greatest technology to make sure every advantage is grasped. Sometimes though, when it comes to tech, that old adage holds true: just because we can doesn’t always mean that we should.
Consider the chatbot.
If you know anything at all about the history of this innovative marketing tool, you may well be aware it’s not that new. ELIZA, considered the mother of all chatbots, was developed by MIT engineers over 50 years ago. Of course, the technology has evolved profoundly since then. Developments over the last few years have enabled bots to appear more human than ever before and, equally importantly, to be more adept at dealing with human conversations.
Brands now have opportunities to create interfaces that feel genuinely human and interact with customers and prospects in a manner that feels more personal and responsive.
But just because you can…
