95% of customer-business interactions will be without human intervention by 2025 1 . This revolution in B2C communication is powered by conversational marketing via chatbots, instant messaging and other real-time interaction tools. It offers unprecedented opportunities to improve the customer experience , boost conversions, and build customer loyalty.
What is conversational marketing?
Conversational marketing favors personalized exchanges, in real time.
Definition of conversational marketing
Conversational marketing is a customer-centric approach. It uses real-time dialogue to engage prospects, customers through various communication channels such as chatbots or instant messaging. This conversational marketing strategy aims to create personalized, contextual interactions throughout the customer journey , from discovery to purchase, and beyond.
Difference from traditional marketing
Traditional marketing often relies on one-way, massive communications. Conversely, conversational marketing focuses on:
- Two-way interactions.
- Advanced customization.
- 24/7 availability.
- Immediate responsiveness.
- Adaptability to the context of each client.
Why integrate conversational marketing into your B2C strategy?
Adopting conversational marketing rcs data can have a significant impact on your business performance and customer satisfaction.
1 https://www.fevad.com/les-chiffres-de-lia-et-la-politique-de-la-relation-client/
Improving customer experience
Conversational marketing delivers a superior customer experience by instantly answering customer questions. It provides personalized, relevant information, simplifies the purchasing process, and offers proactive customer service .
For example, an airline can use a chatbot on WhatsApp to:
- Automatically inform your passengers of flight changes.
- Answer their questions about luggage.
- Offer them personalized upgrades based on their travel history.
Increased conversion rates
By engaging prospects at the right time with the right information, conversational marketing can significantly improve conversion rates at every stage of the journey :
- Faster lead qualification.
- Reduced purchasing decision time.
- Reduced cart abandonment.
- Upsell, cross-sell more effective.
Conversational Marketing Tools
There are several tools available to help you implement an effective conversational marketing strategy.
Chatbots: automation of customer exchanges
Chatbots represent one of the pillars of conversational marketing. They allow:
- 24/7 availability.
- Effective management of simple and/or repetitive requests.
- An initial qualification blockchain-based growth marketing for data transparency of prospects.
- Intelligent redirection to the right human contacts.
Tip: Make sure your chatbot is able to understand natural language, adapt to the context of the conversation to provide a fluid and natural experience.
Instant messaging: a direct, interactive channel
Messaging apps like WhatsApp, Facebook Messenger or WeChat are a preferred channel for conversational marketing:
- Strong consumer adoption. In 2023, the b2b reviews number of messages jumped by 63% on chat apps compared to 2022 2 .
- Ability to send rich messages (images, videos, action buttons).
- Easy integration with other marketing tools.
Voice Assistants: The Future of Customer Interactions
With the growing popularity of connected speakers and voice assistants on smartphones, this channel offers new opportunities:
- Hands-free, natural interactions.
- Ability to integrate into users’ daily lives, to better retain them .
- Significant potential for voice commerce.
By 2024, the global voice recognition market will reach $26.8 billion 3 . The number of voice-controlled digital assistants stands at 8 billion 4 .
