Messaging is the medium
There is a sea change in the way we communicate. There is a gap between the way marketers reach people and how we communicate today. Print has been with us hundreds of years. Mass marketing arose with the rise of catalogs and direct mail. Then electronic media – Radio and then TV. The internet created an entirely new media – email, search, banners and social media. Telephony has pushed the entire envelope with mobile communications over the past 20 years. It is under served in advertising spend while providing the best medium for engagement. The world is messaging. Fewer people use their phones for actual calls. It is all about messaging through the top messaging utilities such as Facebook Messenger, Whatsapp, WeChat and others. It is how we engage one another and more and more with brands.
Mobile is now the primary means that people communicate around the world. Advertisers are still directing millions of media spends on channels losing audience share and are not individually targeted nor precisely measurable. Print, radio and television. They are missing the obvious channel that dominates personal communication. Messaging now dominate global 1-to-1 communications with several billion daily consumers.
Chatbots are the emerging marketing trend that captures this remarkable transition from historical B-to-C marketing to the critical Me-to-B marketing needed today. Consumers through messaging acquire information and engage with their preferred brands and retailers.
Mobile messaging is the largest single unrealized marketing opportunity for brands today. Retailers can leverage relevant in-the-moment cognitive technologies to identify individual buyers and engage with them through intelligent Chatbots to persuade consumers to accept offers and deals during their micro-moments of purchase intent.
The way we shop is changing. Advertisers are just beginning to realize the vast potential of augmented shopping experiences through the use of Bots. Marketers need to move their budgets to the channels that produce the highest personalized engagements and deliver the greatest measurable results. Chatbots are the gateway to this new shopping experience that we all will share along the shopper journey. Coming soon, a Chatbot greeting you by name to assist your shopping experience.