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Chatbots are showing up everywhere, from business websites to mobile apps and social media newsfeeds. They can serve a variety of purposes, but most often they are used to answer simple questions or help a user accomplish a simple task. Some of the most advanced chatbots are deployed by enterprise companies as virtual assistants or even digital concierges. Chatbots are even available for small businesses. There are plenty of third-party conversational AI platforms businesses can leverage to greet visitors, answer their questions, and move them further towards a purchase. Programmatic advertising is a process that uses AI to buy and place advertisements based on targeting algorithms. If this sounds familiar, it’s because it’s already widely used. By 2020, over 86% of all digital display ads will be purchased through automated channels. However, programmatic advertising extends beyond cyberspace. It can also be used to buy and sell different kinds of media, from display advertisements to out-of-home ads.
We can expect that Instagram ad spend continues to increase in line with increased usage and better advertising options on the platform. This shift in ad spend is indicated by a Merkle report of their clients’ investments that showed that while Facebook ad spend grew 40 percent year over year in Q2 2018, ad spend on Instagram jumped 177 percent during the same time period. Within Facebook, increased use of Messenger is an opportunity. The latest statistics from Facebook show the importance of Messenger: with 1.3 billion people use Messenger every month; 8 billion messages exchanged between people and businesses every month and 78% of people with smartphones using messaging every month. As well as targeted sponsored ads, use of Messenger for conversations is a major trend. Nike has one of the most advanced commercial chat applications and well used implementations I have seen that is worth checking out.
With all that talk about chatbots, the reality of modern marketing becomes clear: it’s more conversational. People want it that way, and so brands are reacting. When consumers have a question, 82% want an “immediate” response. Conversational marketing facilitates a one-to-one, real-time connection between marketers and customers: Unlike traditional strategies, this form of marketing is now available across multiple channels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best. As per David Cancel, founder and CEO of Drift: “Today’s buyers expect to find what they’re looking for now, not later. As we prepare for the future, it will be more important than ever for businesses to be available across a broad spectrum of channels, and to make sure you’re communicating the way people prefer to communicate.” Ultimately, the primary goal of conversational marketing is to enhance the user experience through a feedback-driven model that fosters higher engagement and greater loyalty.
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