As we step further into the era of digitization, several exciting trends are shaping the future of conversational marketing. From AI-powered chatbots to hyper-personalized experiences, these are the developments you should look out for:
1. Rise of AI-Powered Chatbots
Recent advances in Artificial Intelligence (AI) and Machine Learning (ML) have led to the emergence of a far smarter generation of chatbots. These chatbots can handle complex conversations, understand context, and even exhibit empathy, making them an integral part of the conversational marketing landscape.
As more companies turn to AI-powered chatbots to improve customer experiences, the market is witnessing a surge in the popularity of such technology. The global chatbot market is projected to grow from just under $400 million in 2019 to over 1.9 billion in 2027.
2. Integration with Social Media
With the ever-increasing popularity of social media channels like Facebook, Instagram, and Twitter, businesses are finding these platforms incredibly conducive to conversational marketing. Social media messaging apps, in particular, are great for engaging in personalized conversations with audiences.
3. Voice-Activated Conversations
As smart speakers and voice assistants like Alexa, Siri, and Google Assistant become increasingly common, voice-activated conversations are on the rise. Research indicates that by 2024, the number of digital voice assistants will reach 8.4 billion units.
To leverage this opportunity, businesses are exploring ways to incorporate voice into their conversational marketing strategies, providing a whole new dimension of interaction.
4. Omnichannel Approach
It means providing consistent, seamless, and integrated conversations across all channels, from websites and emails to social media and messaging apps.
Omnichannel shopping is here to stay, with between 60 to 70% of consumers researching and purchasing both in-store and online across categories. As customers use multiple platforms and devices to buy products and services, businesses are adopting an omnichannel approach to conversational marketing.
5. Hyper-Personalized Experiences
Personalization remains a key trend in conversational marketing. Advances in data analysis and AI have left businesses better equipped to deliver highly personalized interactions, tailored to each customer’s preferences, behavior, and needs.
A popular way to do this for B2B brands is through intent analysis, which uses “digital breadcrumbs” such as press releases, financial disclosures, and geolocation data to anticipate customer needs and design personalized experiences.