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Are chatbots the future of marketing?
By Digital Reflow
On Jul 4, 2019
As business leaders, entrepreneurs and digital marketing specialists we understand the importance of the right messaging, through the right communication channels and at the right time - and this is where the rising popularity of chatbots comes into play.
At this point we can hear you saying, ‘but what is a chatbot exactly and how can it benefit my business?’.
Let’s cut through the digital marketing jargon, a chatbot is a computer program that creates an automated messaging service for your business. Allowing potential customers to access the information they need instantly. This tool not only lets your customers access the data they need in record time but also allows you to make active contact with potential leads as soon as they land on your site, which in the long run will attribute to an increase in conversions through your website.
Let’s take a closer look at the pros and cons of utilising chatbots for business:
Instant connection with your customers
A speedy customer service response can be the difference between a conversion and a lost lead. Chatbots ensure you always have live customer interaction on your site regardless of staffing or office hours; which means customers can obtain the information they need to go from lead to conversion with ease.
Increased customer satisfaction
The introduction of a chatbot to your site could actually increase your customer stratification scores. It’s not news that when customers receive quick responses from your business they are more likely to return to your service or recommend your business to their friends, family, and colleges, which will instantly improve your Net Promoter Scores.
Successful in keeping costs low
By installing a chatbot online you will be able to keep your business's costs low. One of the biggest advantages of using this function on your website is the ability to increase your profit margin while ensuring staff costs remain low.
Variety of uses
Chatbots can be used for various different areas of your business from scheduling meetings and appointments to gathering useful customer information using automated online forms.
You are limited by the responses you are able to create
With automated chatbots, there is a limit to the number of message responses that you are able to create, so your customers may not receive the answer they were originally searching for; this could create unnecessary frustration for your audience and drive traffic from your site.
Some customers are unfamiliar with chatbots
Although this technology is by no means new, there will still be a percentage of your customers that may not be comfortable using chatbots and would rather opt to speak with an actual member of your team.
Custom or advanced chatbots may initially cost more to develop
Custom or advanced chatbots can end up being quite costly. If your business requires a chatbot that incorporates more advanced AI technology with the compatibility of problem-solving, interpenetrating colloquialisms or slang phrases this functionality could leave you thousands out of pocket. Which ultimately, defeats the purpose of introducing a chatbot as a cost-saving alternative to actual staff.
Not all businesses are suited to chatbot technology
Every business is different and there’s no “one size fits all” option when it comes to your digital marketing strategy. Some business models won’t lend themselves to a chatbot feature especially if the business is of a complex nature; in this instance, it may be preferable to have an expert member of your team fielding all in-depth inquiries.