Conversational Marketing: Increasing Consumer Engagement

Conversational Marketing: Increasing Consumer Engagement

As a business owner, you undoubtedly understand the importance of marketing. What you may not be familiar with, however, is which marketing techniques work best.

One marketing tactic that has proven itself to be of the utmost value regardless of the industry you are operating in is conversational marketing. Increasing customer engagement and boosting profit levels, this form of marketing has great potential.

The Ellen Degeneres 2014 Oscar selfie that largely boosted the popularity of the Samsung Galaxy phones is a great example. Samsung didn’t push out the photo everywhere. Instead, it marketed itself and the platforms it was shared because they included conversational engagement. The same can be accomplished across offline marketing platforms when print media is properly integrated.

What is conversational marketing?

Conversational marketing intertwines digital marketing mediums with marketing methods that include actual conversations, such as face-to-face or telephone marketing. With today’s internet applications, like Facebook Messenger, conversational marketing has become extremely simplified. The goal of conversational marketing is to make existing and prospective customers feel heard.

What is different about conversational marketing?

A key feature of conversational marketing that is different from most other forms is that it engages customers through one-on-one conversations. Both inbound and outbound marketing strategies are unified through conversation marketing because data is tracked and analyzed to produce targeted messages that create and promote consumer-specific offers.

Another notable aspect of conversational marketing is that it overcomes channel fragmentation. For example, traditional marketing platforms placed their focus on automated direct communications through outbound channels; mobile messaging, emailing, outbound telemarketing, etc. These automated messages were not producing engagement because they were not ‘real.’ With conversational marketing, though, inbound channels, including website chat tools, instant messaging, and call centers, use real people to carry out real conversations with consumers which greatly improves customer engagement.

Marketers have been challenged to take advantage of inbound interactions as a way to drive their marketing campaigns, and conversational marketing has served as a viable, effective, and cost-efficient strategy for achieving this goal. While outbound marketing tactics are limited in the number of customer interactions they can provide, conversational marketing increases customer response rates.

Developing Conversational Marketing Campaigns

An effective conversational marketing campaign allows businesses to capture consumer conversations and points of contact to develop the right message with the right offer, all the while using the right channel of communication. Developing this type of campaign means using a real-time recommendation engine that allows businesses to anticipate and prepare for consumer interactions before they take place.

Just like the popular 2014 Oscar selfie, your business needs to integrate conversational marketing techniques into its overall marketing strategy. Offline printing, including flyers, newsletters, and advertisements are a great way to accomplish this goal.