Shrinking budgets, difficulty tracking customers due to evolving privacy regulations, and ever-rising consumer expectations. These are some of the macro trends we expect will affect Marketing in 2023.
准备好一睹Bird 的风采了吗？
简介
Shrinking budgets, difficulty tracking customers due to evolving privacy regulations, and ever-rising consumer expectations. These are some of the macro trends we expect will affect Marketing in 2023.
做 这些趋势中的任何一个 resonate with you? Maybe all of them?
Then it’s probably time to consider 对话式营销的潜力. Conversational marketing is making it easier for consumers to engage with brands, and for businesses to have better insight into customers' needs and preferences.
In a world where 61%的客户认为信息传递 businesses more convenient than picking up the phone, and 59% choose it over email, the movement towards messaging as a customer communication channel is becoming too big to ignore.
Take the 800-pound gorilla, for example. In its Q2 earnings call, Meta reported that more than 3 billion people use a Meta messaging product—Instagram, Messenger, and WhatsApp—every month. WhatsApp, the world’s most popular messaging app, sees 2 billion active users each month.
WhatsApp monthly active user figures 资料来源。 洛克菲勒公司
These changes spell out the need for businesses to use technology to better understand their customers and communicate with them easily and efficiently. Conversational marketing will allow businesses to offer personalized assistance and immediate responses to customers, as well as proactive support and targeted recommendations.
那么是什么让对话式营销如此有效呢？
时间是关键
People want instant gratification. They don't have the time or patience to wait for a response. 90%的人希望立即得到回应 when they have a customer service question, which more than half of people consider to be ten minutes or less.
关键是要确保你的企业是以这样一种方式建立的，以便能够快速有效地作出反应，而对话式营销平台能够做到这一点。
建立更好的客户关系
每次重新获得一个客户可能是昂贵的。相反，与他们建立长期的关系，并确保他们在整个旅程中的参与。
By establishing an open dialogue, you create a conversation that reflects each customer's needs. And by using opt-ins, you can gain consent at every interaction and each time your customer shares information with you.
You can then use that information to build richer customer profiles and build out personalized relationships. Your customers are more likely to keep coming back if they feel they’re part of a conversation. Not just as a sales call.
对话增强了参与度
Conversational marketing allows you to engage customers at every stage of the customer journey. It can be used to create rich experiences that go beyond marketing and advertising. And customers want the ability to message businesses throughout their entire journey.
当客户处于发现阶段，你可以用它来帮助他们找到合适的产品。如果他们处于考虑阶段，你可以提供额外的信息和建议，帮助他们做出明智的决定，因为83%的人在这个阶段会询问产品或服务的情况。如果他们准备购买--75%的人将会购买--你可以引导他们通过结账过程，只需点击几下就可以快速而轻松地完成。
渠道表现
When compared to other marketing channels, conversational marketing has shown impressive results. For example: 马塔赫里, a leading Indonesian eCommerce platform, ahieved a 2.5x conversion rate across tens of millions of messages using WhatsApp as a conversational channel to share promotions.
有可能利用对话式营销的高转换率来提高你的数字广告的表现。通过使用点击转发广告，你可以推动客户进行更个人化（和有效）的互动。
And, of course, messaging directly into your conversational channels means you don’t have to pay for ads (or at least not spend as much on ads).
更丰富的互动
除了快速反应之外，使用不同的channels 还能提供丰富的媒体内容。这些内容包括视频、播客、chatbots 以及其他互动形式。
你的富媒体能回答的问题越多，就越好。当使用信息平台时，在直接推送给人之前，用按钮提供建议来引导对话。
You can also customize your conversational workflows, with buttons to guide the conversation and the option to escalate to an agent or sales rep 在 right time.
This benefits both the customer and the business: customers get quick answers to their questions, and marketers can collect data to build richer profiles for more personalized interactions over time.
不要再做交易了--开始做个人
ǞǞǞ takeaway here is clear: to drive customer loyalty and increase sales, you need to prioritize conversation-based marketing.
通过将信息channels 与对话式营销相结合，您可以为每位客户创造个性化的体验，帮助他们建立长久的关系。
And the results are worth it.
与客户的信息互动有助于建立关系，减少客户服务的等待时间，建立更好的双向沟通，并确保客户的隐私。
无论你是一个电子商务商店，一个流媒体服务，还是其他类型的企业，都不要低估对话的力量。确保你的客户有机会与你沟通，并利用对话式营销来保持他们的参与度、忠诚度，并回来寻找更多。
Ready to adopt conversational marketing for your own company? 继续阅读，看看其他公司是如何挖掘其潜力的.
As always, 随时联系 if you have any questions or if you are looking for help setting up your use-case.