The challenge all marketers face is to predict what people want before they know they want it. Extensive market studies are done to analyze individual consumer behaviors & merchandisers spend their lives perfecting the art of reading the tea leaves when choosing styles and leading trends in fashion, products and technologies. With the long tail needed for the retail merchandising process, guesswork and experience lead retailers to select products months before they ever reach the shelves. Consumers are impulse purchasers, especially millennials. They react to advertising, peer driven fads and social media when buying clothing, cosmetics and personal devices. Fad driven products change quickly and often unpredictably.
Durable goods, on the hand, are considered purchases that are weighed carefully by most buyers. They research which products are reviewed well, fit their budget comfort level and which manufacturers they trust and provide the best deals at the moment of purchase decisions. Influencing these buyers with intent to purchase is the holy grail of marketers.
Until now, retailers had an array of marketing tactics to gain attention, inform consumers and provide offers, deals and sales incentives to purchase. Some deploy loyalty programs to forge a relationship with buyers. But buyers are smart and fickle. They are free thinking creatures of habit and more predictable than Proctor & Gamble admits.
Marketers can acquire endless amounts of data today from information aggregators from the likes of Acxiom and Nexus Lexus. Ad Tech systems track our every click and like. We see this every time we visit a website and are then blasted with ads from that website brand assuming you have sincere interest in their offering. This Adtech system of retargeting doesn’t connect & engage with the individuals and leaves the brands guessing what their target consumers really want.
Today individuals want to interact with brands and businesses anytime and anywhere. Messaging is a great medium that is a direct channel and empowers individuals the control & flexibility to engage with the brands & businesses at their own terms. Chatbot are emerging and a number of brands and publishers have already deployed bots on messaging and collaboration channels, including HP, 1-800-Flowers, and CNN. While the bot revolution is still in the early phase, many believe 2016 will be the year these conversational interactions take off. The following chart from BI Intelligence captures that consumers overwhelmingly prefer messaging for interactions with brands and their service providers.
Chatbots on existing messaging platforms like Facebook Messenger™ are attractive to consumers with no need to download yet new application. Chatbots on these platforms are attractive to brands and businesses since the specific identity and location of the customer is known and provides a direct channel to an interested individual. Chatbots allow for actual dialog and personalization goals that marketers have always wanted.
The consumer and brand relationship is transitioning through the most significant change since the Smartphone. Messaging is becoming the new browser and the gateway to consumer life with cognitive branded bots being the next generation interface. Smart Chatbots on ingage.ai™ platform harness the power of trainable AI systems & machine learning.
It is important to know that any AI system must be trained to understand the industry jargon and the nuances that we take for granted in our natural language conversations.
The future is upon us regarding Chatbots facilitating individual journeys and they will improve constantly as the associated vocabulary richness increases exponentially. We will all become very familiar with enhanced experiences through Smart Chatbots like ingage.ai™ is bringing to market. Enjoy the journey.