Driving relevance and commanding attention through conversational marketing
The race is on as marketers scramble to find new ways to earn customer loyalty and drive lasting engagement that moves the needle on the metrics that matter most. Some focus on attracting pricing, and others are experimenting with gamification. But no matter what pathway marketers choose, the goal is the same: improve engagement to achieve sustainable and profitable growth.
It’s the same mindset behind conversational engagement. Here, it’s all about aligning the marketing tools and capabilities to have a positive, productive, and frictionless two-way conversation with any customer, any time via any channel the customer chooses. Mobile and apps are where the customers and businesses kick off the conversation. Still, it has also grown to include social media networks (where buy buttons and functions offer a shortcut on the path to purchase) and WhatsApp, where conversations can also convert.
Done well, conversational engagement allows your business to provide much more value--and continue the dialog long after the sale. And we all know that efforts to cultivate deeper engagement--for example, encouraging longer or more frequent sessions on the app--can pay significant dividends.
E-commerce companies need no convincing. Confronted with a decline in consumer spending, they are doubling down on ways to infuse their digital experience with the human and personal touch that comes from understanding, even predicting, shoppers’ needs. This scenario is called conversational commerce, and the impact on revenues can be seismic.
Businesses that “excel at demonstrating customer intimacy generate faster rates of revenue growth than their peers,” according to McKinsey. Driving this growth requires a laser focus on personalization at every stage.
71% of consumers expect companies to deliver personalized interactions
76% are frustrated when this doesn’t happen
72% of consumers expect the businesses they buy from to recognize them as individuals and know their interests
The bottom line: Deliver a great experience, and you’ll earn lasting loyalty. However, with businesses and brands communicating more often with consumers through multiple channels (mobile, app, push notifications, online, etc.), the risk of failure through inconsistent messaging or an irrelevant experience somewhere along the customer journey is high.
Mastering Conversational Commerce is essential, but it’s not easy.
To provide product and marketing teams with a playbook, our CEO, Mike Rhodes, is taking the stage next week in Berlin to share his insights with over 10,000 attendees at the Ecommerce Expo Berlin (February 22). He’ll be joined by customer experience trailblazers and innovators:
Jörg Heinemann Innovation Evangelist @ OTTO, Europe’s leading ecommerce marketplace and platform
Fabian Ouwehand, Senior Director Social Commerce @ HSE HELLO, a fast-growing live-shopping platform
Simon Schlephorst, Customer Solutions Manager @ Vonage, a leading provider of cloud-based communications to businesses and consumers
The group will delve into the trends defining conversational commerce and the strategy product and marketing can follow to unlock revenues and grow loyalty.
Join 10,000 marketing professionals and register for free now for this year’s biggest e-commerce event.
