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Artificial intelligence is no longer a term reserved for sci-fi movies.

Chances are you’ve interacted with a robot online before, and maybe didn’t even realize.

Machine learning is quickly becoming a big part of modern marketing, as many companies are now using chatbots for business.

And it’s easy to see why.


5 Reasons to Use Bot Marketing

Regardless of your industry, there are some great benefits of embracing AI technology. Here are five reasons to go into business with bots:

1. Chatbots Personalize Advertising

Studies by Adobe Digital Insights indicate that more than 65% of people prefer personalized ads.

The outdoor clothing company, North Face, is a great example of how a chatbot can enhance the customer experience, offering product recommendations based on the customer’s actions on-site.

Chatbots can learn quickly from interactions with consumers, gathering data to make smarter decisions that save the company money and customer time.


2. Chatbots Speed Up Customer Service

In the fast-paced world of today, there is a high demand for immediate gratification, largely created by the ubiquitous digital services and apps we use each day.

Companies that use live support chatbots can offer their customers faster solutions. FedEx and Vodafone are just two companies that use the service chatbot Nanorep, which pairs AI and Natural Language Processing (NLP) technology to deliver a better, more efficient service.

Chatbots for Business: 5 Ways to Boost Your Bottom Line

3. Chatbots Simplify Transactions

There are plenty of benefits to using chatbots for business. One of the greatest is that they make the buying process easier.

27% of online shoppers abandon carts because the payment process was too long or complicated.

Chatbots are now integrated with instant messaging technology, creating a more engaging, centralized shopping platform, which has a minimum number of digital touchpoints.

This makes it easier for site visitors to complete purchases, which in turn drives ROI for online marketers.

4. Bot Marketing Leads to Better Sales Performance

According to Marketo, 78% of customers are more inclined to engage with companies that personalize their messaging.

Allowing chatbots to take charge of your sales process may be a little daunting, but it is a step to a better future as far as your sales figures are concerned.

Chatbots use data insights to deliver targeted content to each customer, sending personalized product recommendations that customers are genuinely interested in.

The Canadian-owned app Kik helps H&M drive sales by giving online shoppers feedback on their outfits, providing recommendations based on past purchasing history and on-site behavior.

5. Chatbots Generate Valuable Customer Feedback

Feedback is critical for brand growth. Knowing what your customers like or don’t like about your products and services helps your company adapt and improve.

With bot marketing in place, you can engage consumers on various digital platforms, encouraging more responses than the standard survey form might elicit.

One such bot is Wizu. Salesforce use this tool to communicate with their visitors in real-time, getting valuable feedback on an array of situations related to their services.

Machine Learning Makes Marketing More Human

Ironic, right?

By harnessing the power of data insights, AI technology can fine-tune product recommendations, delivering only targeted content that people actually care about.

Over time, bot marketing will listen and learn more from customers than people can, and deliver the fast solutions and answers they want.

If the day comes that chatbots can detect human emotion, then who knows how powerful they could become to marketers?

By CJ Haughey

CJ Haughey is the managing editor of MarTech Gazette. A creative copywriter and self-confessed digital marketing nerd, this shaggy-haired Irishman is currently shaking the last of the travel bug off in his adopted home of Colombia. In his spare time he tries to avoid being sick at kickboxing training.