Conversational commerce can introduce personalization across the buyer journey, leading to better results

Only 22% of customers are happy with the level of personalization in digital retail. However, conversational commerce could offer true 1:1 personalization at every stage of the customer journey, and at scale. Picture this. You walk into your favourite brick-and-mortar store to find zero sales assistants. Instead, there’s a small box on the wall. Next to it, a pen and paper. The sign above reads “Please leave any questions here. We endeavour to get back to you within 24 hours”. Sounds ridiculous, right? [si_guide_block id="57383" title="Download our Individual Member Resource – Website and e-commerce personalization guide" description="This guide is aimed at marketing managers involved with making the business case for personalization, looking to plan a personalization implementation or extend their use of personalization."/] But it’s the approach most brands have taken through digital channels for years. Email has been the go-to support…

Chart of the Week: 34% of customers are frustrated at not being able to find answers to simple questions. Could updated customer service channels help?

As it becomes easier to find information and make purchases, customers are becoming increasingly impatient. Brands need to ensure they are reducing this frustration by offering the highest possible level of service. However, now that there are so many channels that customers can interact with you, this is more difficult than ever. Brands need to ensure they are making the purchase journey simple and engaging, providing all the relevant information in an easy-to-find way and communicating with customers across all the channels their audience uses. [si_guide_block id="70611" title="Download our Free Resource – Essential digital marketing tools" description="This guide gives Free members a preview of the 30 categories of digital marketing tools you should be using for your marketing."/] Failing on any one of these fronts can mean you lose customers,…

Chat increases conversions, not just dialog, which is why you need to understand how best to use chatbots

Live chat isn’t just for customer support anymore; it’s a proven engagement and revenue booster. Kayako.com shares some compelling statistics that show just how powerful live chat can be when it comes to engagement and conversion. Analytics and conversion expert Neil Patel also shares some conversion math related to chat. He asserts that, with chat available, 10-50% of your visitors will engage with you on your website. If implemented correctly, one-third of those visitors should go on to become buyers. Even using his conservative estimates, that means a conversion rate of 3.3% through the use of chat. That’s nothing to scoff at. For large-volume sites, these conversion rates and revenues add up quickly. Here are six tactics you can…

Facilitate customer acquisition through direct conversation and provide a seamless shopping experience for your prospects on a platform they’re already familiar with

An estimated 1.2 billion people used Facebook Messenger every month in 2018. A report by Flurry Analytics noted that the time spent on social media and messaging apps increased by a stunning 400%. With this, businesses have begun to realize the importance of communicating with users via the platform they’re already using. Unlike banner blindness (ads) and spammy emails, the experience on Facebook Messenger is immersive and superior. [si_guide_block id="53829" title="Download our Individual Member Resource – Facebook advertising guide" description="The aim of this guide is to provide an overview of the opportunities that exist for Facebook advertisers."/] Why should you advertise on Facebook Messenger? Email fatigue is a real thing. Your prospective customers may not be comfortable sharing their email address in exchange…

AI has enabled online merchants to automate tasks with much more accuracy and efficiency, making it an indispensable asset to their business model

From self-driving cars and voice-operated appliances to machine learning tools and smart virtual assistants, Artificial Intelligence (AI) has a bearing on everything. While the e-commerce market has remained subject to numerous technological interventions in the past, AI has had the biggest impact so far. AI’s influence on online businesses has been the most significant development for e-commerce in recent years. Through AI applications, the e-commerce industry has progressed in leaps, allowing online merchants to reduce the costs associated with marketing, administrative, and management. Moreover, AI has enabled online merchants to automate tasks with much more accuracy and efficiency, making it an indispensable asset to their business model. According to industry experts, AI will rank in the top five investment priorities for more than 20% of CIOs by 2020. From its…

Three ways financial services companies are leveraging AI to enhance the customer experience

Artificial intelligence is having a transformative impact on industries and sectors across the world. From retail to manufacturing, advanced AI technology has already changed how we interact and do business with one another. This trend is only going to continue and whilst some worry about a Terminator-style apocalypse, many are looking more optimistically at the opportunities ahead. The financial services sector has experienced some really interesting developments over the last five years. Changing regulatory compliance requirements and shifting customer demands mean that financial services companies are turning to new technologies to manage different challenges and opportunities. Many of these can be grouped into three broad areas: Combating fraud and financial crimes Managing credit and regulatory risk Enhancing the customer experience Within this post, I’d like to look at some of the ways financial organizations are using AI to enhance the…

Recent research shows that bots can communicate better and faster than humans

It seems that almost every day, pundits warn us about the dangers of implementing AI-based apps too quickly. One oft-cited Oxford University study predicted that nearly half of total US jobs could be lost through automation. But fear not, when it comes to automation in the context of higher education. Because here, AI-powered messaging apps are actually a very good thing. [si_guide_block id="29978" title="Download our Free Resource – Essential marketing models" description="This free guide has been created to help today’s marketers apply our pick of the most popular established frameworks to aid their decision making."/] These apps significantly lower administrative costs while also raising student satisfaction and enrollment rates. Specifically, these apps have: Lower service costs. Schools just need to pay for the 'startup' costs of their chatbots and related apps. Very few human support agents…

The future is now with chatbots, so you need to consider how you can use the technology to improve lead generation

In case you haven’t heard, AI’s promise isn’t based on future advances. It’s being used widely now to transform digital businesses. Powered by smart algorithms and machine learning, chatbots (automated chat messaging) promise to allow companies to connect with their prospects even better than humans can, while at the same time dramatically lowering headcount and overhead costs. Dozens of tech companies have created chatbot platforms that serve up pre-programmed responses to questions; responses informed by things like prior website interactions, social media activity and semantic analysis. Most importantly, these bots can decipher the intent of your visitors. If you know intent, you know what to say next, which is the 'secret sauce' of lead nurturing. [si_guide_block id="87369" title="Download our Business Resource – AI and Machine Learning for marketing" description="The guide aims to…

Nearly 43% of all e-commerce traffic is organic, while just 26% of traffic comes from ads

"We don't need SEO. We use Adwords. It works better for us." I’ve heard this phrase countless times over in the e-commerce space, but it couldn’t be further from the truth. Nearly 43% of all e-commerce traffic is organic, while just 26% of traffic comes from ads. If you are focusing on PPC over SEO, you are missing out on a massive chunk of traffic. Plus, as sites at the top of Google get 36.4% of search traffic, your e-commerce SEO strategy needs to be top notch. [si_guide_block id="5750" title="Download our Individual Member Resource – Successful SEO guide" description="Our comprehensive guide to Search Engine Optimisation best practices isn't just for SEOs, the clear explanations mean that it can be used by marketers to ask the right questions to…

Mapping the most effective AI technologies for marketing across the customer lifecycle

AI technology is a hot topic in marketing at the moment, but AI is a broad term covering a wide range of different technologies. Artificial intelligence means any technology that seeks to mimic human intelligence, which covers a huge range of capabilities such as voice and image recognition, machine learning techniques and semantic search. Marketers like to wax lyrical about the latest exciting technologies and bang on about AI for image recognition, speech recognition, preventing data leaks, or even targeting drones at remote communities. All well and good. But how are marketers supposed to do anything with that information? It's just hype, you can't implement it. That's why in our AI and Machine Learning briefing for members we have identified fifteen artificial intelligence techniques that businesses of all sizes can implement, rather than techniques which only major tech…

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