Five years ago, if someone mentioned the word “bots” to you, your mind would probably start to think back to any of the famous pop culture robots from the 80s and 90s. Johnny 5. R2-D2. The Iron Giant. That’s not just me, right? Fast-forward to today and the word bots has taken on an entirely new meaning. Now, when people hear about bots, they think about the chatbots they see in Facebook messenger or on their favorite website.
Imagine this: you visit a company’s website because you have a question about their service. After flipping through a few pages and not finding the answer, you notice there’s a chat bubble on the bottom hand corner. Lightbulb. You can chat with someone who will give you a quick answer, right now, so you click that little button and fire off your question. Then you wait…
People try to do too much, too fast. Trust me, I’m no exception. When IMPACT first started with building chatbots, our strategy was a bit all over the place. We built a LOT of different bots. Most of them were pretty complicated, and, well... the results were poor.
Being a kid born in the 80s, there was no such thing as a “messaging app” when I was growing up. Everything was done over the phone or with dial-up internet. Yes, I said dial-up. However, with smartphones, the messaging app world has grown up and become quite diverse. Between Snapchat, Facebook, Whatsapp, and others, there looks like there is no stopping it in the near future.
Digital communication is ever-changing. When it comes to digital marketing, email has long been known as the channel that generates the most ROI. In fact, because studies show that email marketing ROI is $44 for every $1 spent, it has traditionally been the best area for marketers to focus on. However, like any successful channel, email has become overcrowded. The average professional gets about 141 emails per day and the CTR of a typical marketing email is just 5-10%. Facebook, too, is changing. Once an ally of digital publishers, recent changes to its News Feed algorithm prioritized posts from family and friends over brands. These are just some of the many reasons why chatbots, or chat apps that use artificial intelligence to receive and respond to messages, are rising in popularity.
From all the buzz surrounding chatbots right now, it may seem like they’re new to the market - but really they’ve been around for a few years. Their technology, however, is getting better and better every day. With the improvement of tools, it’s easier for marketers to handle and create chatbots, and more consumers are used to interacting with them. Chatbots are going to change the game for marketing in the next few years, and it’s important to understand everything that goes into this market before you’re left behind.
Hey! You there. It’s me, that little box on the corner of your screen. Do you have a question? Can I help? Do you want to live chat with me? What better way to help you out than with live chat? How companies have handled customer communication is always changing, as technology improves and consumers’ expectations become increasingly demanding.
Convenience and automation have increasingly become daily necessities for businesses looking to streamline their marketing and customer service -- but these luxuries aren’t and shouldn’t be limited to enterprise companies. Both large and small organizations ultimately share the same goals; increasing profits, maximizing productivity, increasing brand awareness, etc.