MARKETING NEWS
Email and phone communications dominate conversational martech, but chat isn’t far behind
Conversational marketing technology, including chatbots, has exploded across the martech industry over the past 18 months, and consumer expectations are reflecting its impact. Findings from a recent survey of more than 1,000 consumers by Drift and SurveyMonkey Audience indicate that the ability to quickly communicate with brands to solve customer issues is among the top priorities for online shoppers.
Conversational marketing is an essential component to digital strategies today; companies need to continually improve their 1:1 customer engagements in order to maintain a competitive edge.
Why we should care
Brands that have been hesitant to jump into chatbots will find themselves playing catchup to when it comes time to implement the technology in order to meet the growing needs of consumers. Nearly half of consumers (44%) surveyed expect a response in a face-to-face interaction within five seconds, while 42% indicated the same response time from a chatbot.
Despite increased consumer expectations, chatbots and online chat windows are not consumers’ top picks: according to the survey, email (65%) and telephone (55%) are the primary communication channels for communicating with brands over the past 12 months. One-third of respondents indicated that they have used online chat over the same time period, but as it becomes increasingly accessible that number can be expected to grow over the next year.
Integrated martech gives digital marketers the opportunity to use these channels to take a more customer-centric approach to conversational marketing. The top frustrations cited by the survey included not being able to find answers quickly on websites.
Enabling customer service representatives (on the phone or online chat) access to real-time customer data to resolve incoming requests can drastically improve the customer’s experience. Identifying and implementing the necessary integrations to execute this could be a key differentiator in brands’ customer interactions.
Additional survey findings:
- 14% of those surveyed would rather use a chatbot than submit a webform.
- Consumer frustrations grew over the past year with brands not providing 24/7 customer service. They also struggle to find basic information quickly and easily on brands’ websites.
- The survey also revealed that consumers prefer communicating with a live person — regardless of the channel — is a better customer experience than dealing with a chatbot.
About The Author
Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.
Maragret Liggin
at
Some truly wonderful articles on this internet site, regards for contribution. “Be absolutely determined to enjoy what you do.” by Sarah Knowles Bolton.
how to make money online under 18
at
I’m still learning from you, as I’m trying to achieve my goals. I definitely enjoy reading all that is written on your blog.Keep the stories coming. I loved it!
Faux ongles personnalisables
at
Wow! This could be one particular of the most useful blogs We have ever arrive across on this subject. Actually Excellent. I’m also an expert in this topic so I can understand your effort.
ผื่นขึ้นหน้า
at
Just wanna admit that this is extremely helpful, Thanks for taking your time to write this.
business cards printing London
at
Right now it appears like Drupal is the top blogging platform available right now. (from what I’ve read) Is that what you are using on your blog?
Quality management course
at
You actually make it seem so easy with your presentation but I find this matter to be actually something that I think I would never understand. It seems too complex and very broad for me. I’m looking forward for your next post, I’ll try to get the hang of it!
ผิวแข็งแรง
at
Howdy! This is my first comment here so I just wanted to give a quick shout out and say I truly enjoy reading through your posts. Can you suggest any other blogs/websites/forums that go over the same topics? Thanks a ton!
hangover slot machine for sale
at
certainly like your web-site however you need to check the spelling on quite a few of your posts. Several of them are rife with spelling issues and I to find it very bothersome to inform the reality however I will certainly come back again.
moved here
at
With havin so much written content do you ever run into any problems of plagorism or copyright infringement? My site has a lot of unique content I’ve either written myself or outsourced but it seems a lot of it is popping it up all over the web without my permission. Do you know any techniques to help prevent content from being ripped off? I’d certainly appreciate it.
tekhnologi news
at
An impressive share, I just given this onto a colleague who was doing slightly evaluation on this. And he in reality bought me breakfast because I discovered it for him.. smile. So let me reword that: Thnx for the treat! However yeah Thnkx for spending the time to discuss this, I really feel strongly about it and love reading extra on this topic. If attainable, as you develop into experience, would you thoughts updating your weblog with extra details? It’s extremely useful for me. Massive thumb up for this blog put up!
Sticker printing East London
at
Woh I enjoy your blog posts, saved to bookmarks! .
lista iptv completa
at
Do you have a spam problem on this site; I also am a blogger, and I was wondering your situation; many of us have created some nice methods and we are looking to trade solutions with others, be sure to shoot me an e-mail if interested.
How Long Do CBD Gummies Take To Start Working?
at
I’ve read several good stuff here. Definitely worth bookmarking for revisiting. I wonder how a lot effort you set to create such a excellent informative site.