30 second summary:
- Keywords represent the tip of the iceberg when understanding consumer intent
- Using AI-driven chatbots, conversation data that occurs through messaging channels such as Facebook Messenger and Instagram Messaging can enable companies to have a deeper understanding of consumer needs
- Below, we will discuss how the conversational marketing platform spectrum Use natural language processing (NLP) and artificial intelligence (AI) to guide customers through the purchase process
- A powerful conversational marketing platform allows companies to build chatbots to attract people to interact with customers on the websites, apps, and social platforms where they spend their time
For more than two decades, Google and other search engines have been trying to crack the code of consumer intent. The entry point for search marketing activities is the keyword list. However, whether it is spoken or typed, keywords represent the tip of the iceberg for understanding user needs. It is impossible to clearly measure (or identify) user intent, but when Google uses technologies such as Google Hummingbird (an algorithm update they launched in 2013) to better understand user needs, Google launched Hummingbird to deal with this Increasing conversational search queries.
According to the 2013 article wired, “Google is now conducting an overall review of the searcher’s query and processing the meaning behind it.” January 2020, Statista report About 40% ‘S U.S. search query contains four or more terms.
Asking a search engine or virtual assistant a question is the beginning of the conversation journey, which will enable searchers to proceed across channels until they finally find (or not) what they want. Keyword Pull the curtain of intent, but they only provide a glimpse of the customer journey and mark the searcher’s thoughts without revealing the “reason” of their search.
After the user clicks the search result, from the point of view of the search engine, the conversation is over.
However, thanks to advances in natural language processing (NLP), machine learning (ML) and artificial intelligence (AI), companies can have a deeper understanding of consumer needs throughout the purchase process.
Artificial intelligence-driven chatbots “Speaking” with consumers can collect customer intent data and make the conversation beyond the scope of the initial keyword query. They enable companies to immediately use customer intent data to extend one-to-one personalization in direct chat.
In the following, we will discuss how conversational marketing platforms use NLP and AI in chatbots to guide customers through the purchase channel, and use conversational analysis to gain an understanding of customer intentions, and these intentions go far beyond keywords.
Content created in collaboration with Spectrm.
Customer dialogue online
According to Hootsuite Digital in 2020 The report shows that 60% of the global population is online. The report found that on a global scale, users spend an average of 6 hours and 43 minutes online every day, accounting for 40% of their waking lives. Most of the time (more than two hours) was spent using social media.
By 2020, consumers will use mobile messaging and chat for an average of 20 minutes a day, and Business Insider predicts that the average Grow to 24 minutes By 2021, interacting with chatbots is a natural extension of consumers’ comfort in messaging in social media applications such as Facebook and Instagram.
More and more messaging is the way we connect with each other. Facebook and Instagram are at the center of this trend.Companies have the potential to contact and participate 2 billion people Use their respective Messengers on Facebook and Instagram. Such a high level of engagement is the source of consumer intent, which is the infiltration of dialogue data from surface keywords. These dialogue data can help companies first understand the motivation that drives consumers to search.
Use dialogue to drive results
Conversational marketing platforms use messaging applications to interact with consumers and determine intent. This is a next-generation chatbot technology that uses AI to establish two-way communication with each customer, ask them questions during the purchase process, and be able to operate on multiple message channels.
spectrum It is an example of a conversational marketing platform, which goes beyond simple and general methods to carry out conversational AI by using the following methods NLP in a specific field Guide consumers to complete the customer journey. General conversational AI uses general NLP, which can be used for simple tasks such as automatic suggestions and basic keyword matching. NLP in specific fields has conducted training for each business. Spectrm’s method Conversational Artificial Intelligence Combining NLP in a specific field with a generative adversarial network is a type of machine learning that enables companies with almost no customer intent data to quickly generate their own data sets to train algorithms.
“Marketing chatbots that use domain-specific NLP will learn how your individual customers speak. Customer intent data specific to your business, customers, and goals will be used to continuously improve your chatbot. It’s about understanding how customers are Naturally interact with your brand and train your bots to respond to it, thereby bringing valuable results to your business. Even if you don’t have a lot of conversational data to train your bots.” – Writing Spectrm
Chatbots are only part of making conversational marketing platforms work.Platforms like Spectrm can cross Multiple messaging channels Consumers can spend all their time in it, including Facebook Messenger, Instagram messaging, Google Business Messages, and even use AdLingo and Google DV360 conversational display ads to consume at the display level.
Consumers like to chat with companies. They have completed the purchase cycle through one-to-one conversations, which provide deeper intent data than simple keyword searches. Consider the following statistics:
- Compared with traditional channels, 75% of consumers prefer to interact with brands in private information channels
- 65% of people are more likely to shop with a company they can contact via chat
Session data = more targeted campaigns
Session data can be used to create more targeted marketing campaigns Traditional search And display campaigns. They enable companies to design targeted messages around the customer journey to understand customer needs/demands in the way they interact with chatbots.
Conversation data also enables companies to use the answers people provide in chats to create customer profiles. Based on the granularity and particularity of conversation data, personalization and segmentation become easier. This information can be used to personalize marketing messages one-to-one directly in the chat.
Without the right platform, all this is impossible. Some factors that need to be considered when evaluating an enterprise-level conversational marketing platform are:
- Easy-to-implement codeless setup
- Customize according to your specific company and customer needs
- Easy integration with your technology stack
- Enforce the highest privacy standards (GDPR, CCPA, etc.)
- Connect to your product feed (for e-commerce sites) and be able to provide product recommendations/content in real time based on user input
- Flexible role management, you can set user access roles
Tools such as Spectrm are at the core of marketing automation, enabling companies to acquire new customers on a large scale. A powerful conversational marketing platform enables companies to build chatbots to attract and convert customers on websites, applications, and social platforms where people spend their time, without any engineering resources.
Just like search engines, conversational intelligence tools effectively use language to reach the core of consumer intent.They go beyond keywords, make every data point operable, and use chatbot analysis to Optimize channels and segment customers.
In the words of Spectrm, “it is getting harder and harder to attract the right audience every day. Consumers are more curious, demanding and impatient than ever. They want their digital experience to be personalized, instant and easy. Chatbots enable brands to Connect with your audience personally and provide a seamless customer experience from the start.”
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