{"id":57948,"date":"2018-03-22T00:00:00","date_gmt":"2018-03-21T22:00:00","guid":{"rendered":"https:\/\/richardvanhooijdonk.com\/blog\/redefining-marketing-how-chatbots-can-grow-your-brand-one-conversation-at-a-time\/"},"modified":"2021-07-22T10:47:01","modified_gmt":"2021-07-22T08:47:01","slug":"redefining-marketing-how-chatbots-can-grow-your-brand-one-conversation-at-a-time","status":"publish","type":"post","link":"https:\/\/blog.richardvanhooijdonk.com\/en\/redefining-marketing-how-chatbots-can-grow-your-brand-one-conversation-at-a-time\/","title":{"rendered":"Redefining marketing \u2013 how chatbots can grow your brand, one conversation at a time"},"content":{"rendered":"<ul class=\"bold-list\">\n<li>Chatbots mimic human interactions by picking up natural conversational flow<\/li>\n<li>They can serve as an expression of your brand and really bring it to life<\/li>\n<li>Chatbots can facilitate active and valuable engagement with customers<\/li>\n<li>Gathering insights directly from users is as easy as pie<\/li>\n<li>As chatbot tech matures, marketing possibilities will continue to grow<\/li>\n<\/ul>\n<p>In the 2000s, marketing was largely dominated by Search Engine Optimisation and Search Engine Marketing. In the beginning of the 2010s, we witnessed the rise of social media marketing, and later on mobile marketing. Today, marketing is all about messaging, with <a href=\"https:\/\/blog.richardvanhooijdonk.com\/en\/keynote\/the-future-of-retail\/\">consumer communication<\/a> steadily migrating from social networks to platforms like WhatsApp, Facebook Messenger, Apple iMessage, Snapchat, Slack, and WeChat. With this shift to messaging platforms, the utilisation of chatbots has steadily gained momentum over the past couple of years. Not only do these nifty pieces of technology take customer experience and convenience to a whole new level, they\u2019re great for business, too.<\/p>\n<p><iframe title=\"Redefining marketing \u2013 how chatbots can grow your brand, one conversation at a time\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/Vdlr04HH4_w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<h2>Chatbots mimic human interactions by picking up natural conversational flow<\/h2>\n<p>A <a href=\"https:\/\/blog.richardvanhooijdonk.com\/en\/we-will-soon-talk-to-chatbots-that-understand-how-we-feel\/\">chatbot<\/a> is a computer program, a machine learning algorithm with natural language processing (NLP) capabilities. It consists of different layers for collecting and analysing data. Each layer is made up of a network of artificial neurons that are responsive to each other. Chatbots are created to communicate directly with the customer. They learn from the information they come across and the data they\u2019re fed to provide relevant and efficient responses. The NLP allows them to mimic human interaction by picking up natural conversational flow. Because today\u2019s sophisticated bots are designed to simulate how a human would respond as a conversational partner, they can help customers select products and services, answer FAQs, and provide customer support or after-sales service. A chatbot can basically mimic the kind of retail experience you would have if you were in a brick-and-mortar store. Properly implemented, chatbot technology can really pay off in marketing. Examples of chatbots we already use on a daily basis are Microsoft\u2019s Cortana, Apple\u2019s Siri, Amazon\u2019s Alexa, and Google\u2019s Assistant.<\/p>\n<figure id=\"attachment_32364\" aria-describedby=\"caption-attachment-32364\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-32364 size-full\" src=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/sites\/4\/2019\/05\/1_QNDwvpEdMtiv18XIJe0Ukg-1024x570.jpg\" alt=\" Man sitting in the backseat of a car holding his smartphone and using it to book a room via a chatbot\" width=\"800\" height=\"446\" \/><figcaption id=\"caption-attachment-32364\" class=\"wp-caption-text\">A chatbot is a computer program, a machine learning algorithm with natural language processing (NLP) capabilities.<\/figcaption><\/figure>\n<p>Only a few years ago, talking to a chatbot would very obviously be exactly that. But chatbot programming is becoming increasingly sophisticated and it\u2019s becoming more difficult to tell the difference between a chatbot and a human. You may even have experienced it yourself, thinking the voice on the other end during an online support chat with your insurance company belonged to a human assistant, while in actual fact, you were having a conversation with artificial intelligence.<\/p>\n<h2>Chatbots can serve as an expression of your brand and really bring it to life<\/h2>\n<p>You can imagine how valuable chatbots could be in marketing and branding, especially because traditional branding is pretty much one-directional. Think billboards, banner ads, TV commercials, and videos. But a chatbot can infuse personality and humour into interaction with consumers and even have a \u2018real\u2019 conversation about your brand. A great example of a \u2018branded bot\u2019 is the <a href=\"https:\/\/bots.kik.com\/#\/kalanibot\">KalaniBot<\/a>, a chatbot based on the hugely popular 16-year-old American dancer, model, and TV personality Kalani Hilliker. The bot was created by the influencer marketing platform The Amplify and the chatbot developer Automat, and released at the end of 2016 for CoverGirl cosmetics. To define Kalani\u2019s persona, the chatbot analyses and simulates her conversational style. Ms. Hilliker \u2013 who has over 3 million Instagram followers &#8211; <a href=\"https:\/\/bots.kik.com\/#\/kalanibot\">says<\/a> about the bot: \u201cShe thinks she\u2019s *actually* me lol\u201d. The bot learns new fan interactions every day and gets smarter as it learns. It chats with fans about makeup, answers questions, and provides information on special promos. CoverGirl has already reported that positive response to the KalaniBot has been over 90 per cent, and half of the fans who interacted with the bot have received product coupons. What\u2019s important for CoverGirl are the metrics the bot provides, such as engagement levels and chat conversations that lead to sales.<\/p>\n<p><iframe title=\"Meet Kalanibot, the world&#039;s first Influencer chatbot\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/wlPyONFMJ5I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><a href=\"https:\/\/www.forbes.com\/forbes\/welcome\/?toURL=https:\/\/www.forbes.com\/profile\/justin-rezvani\/&amp;refURL=&amp;referrer=\">According to<\/a> Justin Rezvani, founder and CEO of The Amplify, the company will be able to create bots for influencers that go way beyond makeup as a topic. &#8220;The whole point is that what we are doing is not a scripted experience. It&#8217;s a whole platform that allows us to build bots and develop a meaningful dialog around products.&#8221;<\/p>\n<h2>Chatbots can facilitate active and valuable engagement with customers<\/h2>\n<p>In traditional marketing and advertising, playing a video or clicking on an ad is defined as \u2018engagement\u2019. But chatbots enable active conversations with customers, providing much more involved, real-time engagement. A great example of how well these types of next-generation digital experiences work is the Officer Judy Hopps bot on Facebook Messenger, created by Disney. The bot was launched to get the audience excited for the release of the blockbuster movie <em><a href=\"https:\/\/www.topbots.com\/project\/disney-zootopia\/\">Zootopia<\/a><\/em>. In a detective game based on the movie, the Hopps bot had \u2018personal\u2019 interactions with fans. Because users were so impressed, they shared their positive experiences far and wide, and audience engagement was off the charts. By the end of the 16-day period the bot was active, it had exchanged millions of messages. This type of interaction provides users not only with an in-depth experience of a brand, but also provides entertainment and value \u2013 something that\u2019s hardly ever the case with traditional advertising.<\/p>\n<figure id=\"attachment_32367\" aria-describedby=\"caption-attachment-32367\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-32367 size-full\" src=\"https:\/\/blog.richardvanhooijdonk.com\/wp-content\/uploads\/sites\/4\/2019\/05\/chatbott-1.jpg\" alt=\"Close-up of a hand holding a smartphone at an airport and interacting with a chatbot to book a flight\" width=\"800\" height=\"517\" \/><figcaption id=\"caption-attachment-32367\" class=\"wp-caption-text\">Chatbots enable active conversations with customers, providing much more involved, real-time engagement.<\/figcaption><\/figure>\n<h2>Gathering insights directly from users is as easy as pie<\/h2>\n<p>Because users interact with chatbots in very personal ways, much like they do with friends and family, chatbots are able to ask much more personal questions as well \u2013 questions that would normally be intrusive, irritating, or strange coming from a company or brand. These can range from \u2018What music do you like?\u2019 and \u2018Where do you live?\u2019 to \u2018Where do you like to go on holiday?\u2019. The answers to these questions provide valuable data that can be referred back to in follow up conversations, and offer ways to further personalise the experience the customer has with the brand. Chatbots can, for instance, offer special discounts on a customer\u2019s birthday, or recommend a great swimsuit for that holiday next month. Of course, this also raises privacy concerns, and companies will need to find a balance between privacy and their quest for increasingly extreme personalisation.<\/p>\n<h2>As chatbot tech matures, marketing possibilities will continue to grow<\/h2>\n<p>As the technology becomes more sophisticated, the possibilities and benefits of chatbots &#8211; both for marketing and for customer experience &#8211; will continue to expand. In the near future, chatbots will have the ability to handle hundreds of different types of \u2013 intelligent &#8211; conversations that closely resemble human interaction, engaging audiences on a whole new level. They can tell your brand\u2019s story like never before, and enable you to serve your customers in ever more personalised ways, all the while growing your business &#8211; one chat at a time.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chatbots mimic human interactions by picking up natural conversational flow They can serve as an expression of your brand and really bring it to life Chatbots can facilitate active and valuable engagement with customers Gathering insights directly from users is as easy as pie As chatbot tech matures, marketing possibilities will continue to grow In [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":45481,"parent":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[2877],"tags":[4395,4382],"article-type":[],"trends":[5485],"class_list":["post-57948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","tag-customer-experience","tag-future-technology","trends-artificial-intelligence-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Redefining marketing \u2013 how chatbots can grow your brand, one conversation at a time - Richard van Hooijdonk Blog<\/title>\n<meta name=\"description\" content=\"Not only do chatbots take customer experience to an unprecedented level - 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