The Marketer of the Future and Conversational Marketing

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The Marketer of the Future and Conversational
Marketing
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• The Internet changed the world for marketers 20
  years ago and smartphone applications changed it
  again 10 years ago. Now that conversational
  marketing is here, its set to change again. This
  term refers to driving customer engagement by
  encouraging them to share feedback while building
  brand loyalty at the same time. Early results
  indicate this has been a positive change for
  company profits.

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• Artificial intelligence (AI) is the engine that
  drives conversational marketing. Its in a good
  position to disrupt companies from the smallest
  mom and pop shop to the largest multi-million
  dollar company. Although AI comes in many forms,
  marketers tend to focus the most on the
  conversational chatbots. You may also know them
  as virtual assistants, digital employees,
  intelligent assistants, or conversational
  assistants.

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• Chatbots have grown so quickly in popularity
  that industry insiders predict these virtual
  agents will be involved in most commercial
  transactions between businesses and people within
  the next three years.

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What Will the Future Bring?

• Can you imagine what your business might look
  like in the future? In all likelihood, the next
  version of your website or application will be
  driven by intelligent conversational assistants.

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• You can look forward to improved opportunities
  to engage with customers, glean value from their
  conversation, and monitor the tone as well as the
  expressed need of your customers. This
  information enables you to suggest products or
  services to customers as well as solve problems
  for them and discover new ways to engage them
  with your business.

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• Working with AI in this manner is just like
  having constant access to a specialized focus
  group. Unlike real focus groups that allow
  marketers to speak to no more than a few dozen
  people for a few hours at a time, this virtual
  focus group is available to you 24 hours a day,
  seven days a week.

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• This opportunity provides you with opportunity
  that marketers of generations past could not have
  dreamed of having. You have a knowledge network
  at your fingertips as well as the ability to
  position your company as a leader in the new
  digital economy while also redefining your brand.

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What Type of Customer Data Will You Have?

• Some people view bots as a simplified version of
  customer support, but their value goes beyond
  that. They can provide you with a first-person
  view of customer insight.

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• In the past, customer service professionals have
  relied on a formula of questions and answers that
  doesnt really solve the problem and leaves
  customers feeling dissatisfied. Conversational AI
  makes it possible to redefine the customer
  engagement process from the most basic tasks to
  solving complex problems.

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• AI can also help to change future customer
  interactions. For example, a customer who needs
  to change travel arrangements might also see
  suggestions for car rental, lodging, and tourist
  activities. Collecting targeted voice-drive data
  will help marketers build loyalty while also
  expanding the customer base they already have.

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Building Your Knowledge Network

• A common misconception about bots is that they
  work in silos. The reality is that working in a
  knowledge network enables smart assistants the
  ability to connect with other AI-powered
  assistants to find the right information at the
  right time.

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• This type of combined wisdom is superior to what
  you can find among humans, especially related to
  the speed of information recall. AI bots learn
  from every experience, something humans cant
  always claim.

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• Future marketers can use AI to access large
  knowledge bases within seconds for any type of
  interaction with customers. This will provide
  many new personalization opportunities for
  customers. When bots connect with each other,
  they share experience and knowledge that
  marketers can draw in real time. Instead of
  feeling intrusive and unwanted, these
  interactions will provide real value to users.

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Building Brand Awareness with AI

• Building brand awareness is a major undertaking
  for any company. AI enables you to add a unique
  type of personification to your brand by using
  its conversational tactics. You can now speak to
  all of your customers in an intelligent,
  conversational, and human-like manner while
  providing an automated service.

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• The companies who come out on top are those that
  can provide exceptional support and care on every
  customer interaction. Utilizing AI makes it
  possible to maintain a consistent brand message
  while still offering the ability to personalize
  it to each customer. The individual approach wins
  over the mass-produced approach every time.

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The Take-Away

• You can expect AI-based conversational systems
  to identify your brand in the future. Bots will
  operate across various marketing channels to
  provide customers with a seamless experience.

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• This will provide your company with rich data
  that makes it possible to redefine your brand.
  The question is no longer whether marketers
  should use AI. What you should focus on now is
  getting ready to make the transition.