What is conversational marketing?
Conversational marketing is a kind of marketing that focuses heavily on customer interactions. It can be employed through email, social media, and other mediums like PowerPoint. The substantive aspect of the customer conversation might be little more than noticing an activity that reflects a potential customer wants or needs. For example, a basic premise behind this is to hear your customer respond to an inquiry, a sales opportunity, or even just a query. The whole intent of this interaction is to probe deeper in-depth a subject that is just starting to be discussed. Listen to this one conversational marketing agency owner explain below:
Why is it a fast growing strategy?
In fact, research shows, the personal exchange of information is a fast growing and needed practice. In 2013, 3 out of 4 companies surveyed by Forrester (un manners) reported utilizing some type of conversational dialogue to connect with customers. According to Forrester’s study, almost half of all customers responded to an online enquiry or search query by listening to the information being conveyed. They likely did this to realize the information they were reading or hearing was actually useful to them. According to Forrester, the money spent on integrating a network of users talking to each other over the Internet is much less than would be spent on doing a formal (glitzy) presentation, product launch event, or meeting.
Some of the Remote Abrams Dental (RAD noise ports in Florida) had the idea of requiring inbound leads to write a personal letter because it would appear more average and so could be useful to them. This effort was used around the time that Apple introduced its new Hands series. The general idea was to get detailed information and personality notes on a customer’s experience with the product, and to hold their attention with it (for the time being). Radesign said they wouldn’t be adding anything specific that would be completely spammy, it was just to open a dialogue to limit the group’s exposure to to- mega retailer names, who might be reading any “junk mail” they received.
In that case, there wasn’t really a method used to significantly apply dialogue to the product; rather, it was a way to learn about your customers’ experiences while running a contest that presented them with ideas for improving the product. (A separate desktop containing a database of survey results and sample letters received and read grew very quickly, as did the forum wall leading to the contest.)
Who uses this advancement?
This technology isn’t built to appeal to the mainstream just to find a way to push products. However, it is more sophisticated and within the consumer eye for anything that would benefit them because of their individual interests. And the quick growth of the site after the initial celebrity sign-up has truly opened the doors for using this tool to make a connection.
The technology can be applied to a number of times when a company requests permission from a lead or customer to gather intelligence about the content of their conversations. The discussion itself isn’t a re-point; it’s more of a lead follow-up or a tool that makes participants see another, useful method for contacting a similar group of interested people. It can also be used in the automated follow-up system. This is a good example of listening.
People who become interested in a topic are often interested in expressing their views or making additional comments on it. It’s a good way to find interested customers, and it’s a great way to send them relevant information. Personally, I find PC forums a great place to post comments if you have a computer and an Internet connection, as technology tends to move fast.
These exchanges are happening everywhere soon, and they are just starting to become highly effective in the growing field. This conversation platform is a great way to engage with customers in a way that doesn’t feel “salesy” simply because there’s a “lady sitting opposite a poor customer and she needs to talk to her husband about her issues.