Chat interfaces, Extension to Digital Marketing
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The document discusses the integration of chat interfaces into digital marketing, highlighting the importance of speed and customer engagement in modern consumer behavior. It addresses various chat engagement channels, industry use cases, challenges, and best practices while emphasizing the role of chatbots and automation in marketing strategies. Key recommendations include optimizing channels, adhering to regulations, and utilizing analytics for continuous improvement.
Chat interfaces, Extension to Digital Marketing
- 1. Chat Interfaces Extension to Digital Marketing Ramu Pulipati - botsplash
- 2. About Me Engineer, Worked for enterprises and startups Cofounded botsplash, Omnichannel Chat platform
- 3. Marketing Landscape Online Marketing Digital Marketing Interactive Marketing Photo credit: vpalabs.com
- 4. Why consider Chat? Speed, High intent customer Shift in consumer behavior New and Young workforce Multi-task , Short to the point Re-engage, Outbound, Escalations More channels to connect
- 5. Chat Engagement Channels Web Chat Facebook Messenger SMS Apple Business Chat Google RCS Amazon Alexa
- 7. SMS / Chat based Marketing (outbound) Photo and numbers credit: txtsignal.com 91% of Americans have Text ready mobile phones 98% text messages are read in 2 minutes
- 8. Challenges with Chat Engagement Human / Agent Support Best practices to Engagement Business Integration Business Commitment & Process Transformation Lack of Automation data
- 9. Chatbots, use cautiously WHAT is a Chatbot? WHY would a business implement Chatbot strategy? WHERE are chatbots most efficient? Are all chatbots automated machine responses? Best Practices and Use Cases Customer initiation Customer re-engagement Customer campaign engagement
- 10. Human vs Chatbot Live Chat Chatbot High value transactions Task focused, Low intent Time consuming and expensive One Time build/automate/train Easy switch between context Simple workflow based. Cannot change path or switch context easily. Can provide necessary training, expensive but doable and effective. Lack of natural language understanding and business domain. A fixed % of work is too manual and redundant Bot (service) are great for redundant, repetitive tasks
- 11. Engagement Features to Consider Route and engage customers with Agents CRM Integrations Marketing Campaigns Team Engagement Transfers Co-browse / Screensharing Knowledgebase Automated Escalations Analytics and Predictions Voice and Video engagement
- 12. Analytics to Measure and Improve Intent Detection Customer Engagement Trends and Behavior Content and Sentiment Spam/Anomaly Self Help Re-engagement Scheduling Enhanced Interaction
- 13. Know Channel Restrictions Facebook Uses 24 hours + 1 policy SMS TCPA Restrictions Promotional content could get number blocked Rate limiting Apple Business Chat and Google RCS To follow Facebook
- 14. Follow Best Practices On-board one channel at time Create channel best practices Setup TCPA requirements. Include “Stop to End” conversation Continuously measure and optimize. Use Knowledgebase over Chatbot only solution (except for Alexa) Extract opportunities from conversations.
Editor's Notes
- #4: https://www.careerprofiles.com/blog/hiring-innovative-talent/blog-interactive-vs-digital-vs-online-marketing-jobs/ Online Marketing Job Examples: banner advertising, remarketing/retargeting, SEO (search engine optimization), SEM (search engine marketing), social media, blogging, microsites, forums, and splash pages. Digital Marketing Job Examples: mobile website, mobile application, mobile ads, email marketing, video marketing, texting campaigns, and podcasting. Interactive Marketing Job Examples: A Rich Media banner add which triggers you to enter your zip code so it can render a unique landing page providing a list of nearby stores in your location, a two way exchange twitter conversation, online gaming, commenting on a blog post.
- #5: Give customers the control Faster response will lead to more conversations Better experience and consumer trust
- #8: https://txtsignal.com/sms-marketing-vs-email-2017/