Don’t miss Chief Marketer’s live virtual event, “AI For Marketers: What is it, where it’s going and how to use it,” on May 9 starting at 11 AM ET.
Chatbot technology takes its learnings from natural language processing and machine learning to improve the customer experience. While chatbots, or digital assistants, aren’t for every brand, there are untold numbers that have developed and deployed the technology. Those efforts ramped up after Facebook began allowing brands to build bots on its Messenger service, connecting those brands to the 900 million people who use the platform. However, Facebook earlier this month put a pause on the review of new Chatbot integrations in the wake of the recent Cambridge Analytica findings.
There are plenty of success stories to be had including American Eagle Outfitters and HGTV.
For American Eagle, an interactive gift guide was the latest innovation it the brand’s Facebook Messenger campaign to use bots to engage customers via social media. Its first bots, for the main brand and Aerie, were launched on Facebook Messenger on Black Friday in 2016. Between November 2016 and June 2017, four million messages were exchanged, and there was a 25 percent click-through rate from Messenger to American Eagle Outfitters’ website. Seventy-five percent of people using the bots were new to the brand.
In February, HGTV launched a chatbot on Facebook Messenger to inspire its fans with trending design and home ideas and named it Hazel to personalize the interactions.
“We try to step back and think about what our consumers are looking for and how can we build a service around that,” Liesel Kipp, senior vice president of product and design, at Scripps Networks Interactive, the parent of HGTV, said. “What do we know about our audience, what are they looking for and how best can we serve them based on the media and platform that they’re on.”
4. Granular marketing
With help from AI, a clearer picture of customers allow marketers to fine-tune campaigns with truly personalized messaging, even down to specific individuals, that can be shared in milliseconds.