What are chatbots and how do they work?
Chatbots are digital assistants that can communicate with internet users in real time through text or voice input. They usually perform standardised and repetitive tasks in customer service, marketing and sales. Their greatest advantage is that they largely relieve employees and increase efficiency along the process chain. Thanks to the technical possibility of communicating in natural language, chatbots strengthen the positive public perception of a company.
Basically, the following types of chatbots can be distinguished:
- Rule-based chatbots: They offer a user predefined response options and are suitable for small tasks such as answering simple questions and filling out forms.
- Intelligent chatbots: They are technically capable of having an intelligent conversation with a user. This makes them ideal for companies that want to ensure an optimal user experience (UX).
- Application-specific chatbots: They represent a combination of rule-based and intelligent dialogues. They are also used to create more comfort when operating websites or forms.
Important uses of chatbots
More and more companies are recognising the growing potential of chatbots, which offer a wide range of possible applications. Even though chatbots can differ greatly from each other technically, they create real added value. It pays off to use chatbots in many ways: Teams feel relieved and can concentrate on their core tasks. Users are satisfied, which in turn translates into business success. With the following five tips, companies can successfully integrate chatbots into a digital marketing strategy:
Tip 1: Optimise marketing research
Chatbots provide essential support for marketing research, which is generally extensive and time-consuming. Automating this repetitive process not only saves a lot of time, but also human capital. This allows a marketing team to devote itself to other important tasks. As an integral part of digital marketing, chatbots ensure greater productivity and efficiency.
However, one should keep the following in mind: Some activities resulting from marketing research can be carried out so simply and straightforwardly that the use of chatbots is superfluous. It is therefore all the more important to carefully consider when chatbots can best fulfil their intended role. As a general rule, chatbots should take on standardised and repetitive tasks. The most advanced of these can perform multiple tasks in real-time.
Tip 2: Facilitate contact
It is advisable to use chatbots in customer service to facilitate quick and direct contact. Whereas in the past customers could mainly get advice over the phone and in a brick-and-mortar shop, they are currently happy to use new technologies. This concerns younger customers in particular, who are part of generations Y and Z. In addition to social media, they are increasingly turning to chatbots that offer friendly communication.
This is also the reason why more and more companies are using chatbots via a small chat window on their websites. The idea behind this is not only to address younger customers directly but generally to ensure efficient communication in real-time. It’s no secret that chatbots are far better than call centre staff in this respect. Businesses can use them around the clock, reduce customer support costs and shorten waiting time for the consultation.
Tip 3: Design lead scoring efficiently
Lead scoring is an indispensable part of digital marketing. It is a process of evaluating unqualified and qualified leads, which are potential customers. Leads lay the foundation for marketing and sales success, so it is important to critically assess them for relevance. This is the best way to ensure that only high-quality leads are available for strategic marketing and sales goals.
Chatbots that perform various tasks in the area of lead scoring serve this purpose. For example, they can find out in which phase of the buyer’s journey potential customers is currently located. Sound knowledge of the individual phases of the buyer’s journey is a prerequisite for ensuring an optimal user experience. Furthermore, chatbots inform the sales staff about aspects such as the needs and budget of potential customers so that they can prepare a customised offer.
Tip 4: Customer personalisation
Personalisation is a megatrend to which no company can remain indifferent if it wants to maintain its competitiveness. More and more customers not only want personalised products and services. They also expect a personalised approach, on all communication channels. In the age of the internet, the dialogue between companies and customers is increasingly shifting into the digital space. Social networks and messenger apps are particularly popular in this context.
To ensure efficient communication in real-time, companies are increasingly opting to use chatbots on various channels. Chatbots on Facebook Messenger, to name just one example, offer what today’s users crave: personalisation. A potential customer who receives a personalised answer feels secure and in good hands. Even if he knows that he is not communicating with a real contact person but with a chatbot, he builds an emotional bond with the company. ONELINE, the online marketing agency, offers detailed advice on all aspects of digital marketing.
Tip 5: Automating the sales process
The sale of products and services is increasingly taking place online. E-commerce is booming and is expected to become even more important in the future. It is therefore not surprising that more and more companies see online trade as an integral part of digital marketing. In this context, the following question arises: How can the sales process be designed to relieve employees on the one hand and satisfy customers on the other? Chatbots provide the answer, which is also gaining a foothold in the sales process.
Chatbots support customers who are in an online shop in many ways: They help them find the right product or service according to individual preferences. They accompany them during the purchase and solve any obstacles along the way. Furthermore, after a quick online payment, they allow them to check out without having to leave the interface familiar to customers. In terms of customer preferences, chatbots answer questions regarding age, gender, budget and a personal style, among others.
Three key benefits of chatbots in digital marketing
- Chatbots are helpful in optimising processes in customer service, digital marketing and sales. The resulting reduction of a high operational effort and the meaningful relief of employees achieve desirable results.
- Chatbots influence the way companies communicate with potential and existing customers in the digital space. The speed, personalisation and immediate real-time dialogue are important advantages that customers no longer want to do without.
- Chatbots have a positive effect on the perception of a company on the internet. A company that uses chatbots leaves an innovative and at the same time lively impression on consumers, which can strengthen its competitive position on the market.
Conclusion
There is a clear trend in the corporate world towards the use of chatbots. Their advantages are manifold and may offer even more far-reaching possibilities in the future due to the continuous development of new technologies. Today, they are mainly used in customer service, digital marketing and sales. They are an optimal solution for companies that place a high value on a future-oriented marketing strategy and digital sales.
