“Conversational marketing” has gone from being a chat app here and there to a full-fledged customer experience must-have, as even analytics firm Gartner now recognizes it as a category of software and services. own.
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What is conversational marketing?
Loosely defined, “chat marketing” including live chat, chat bot and social chat client (via Messenger, WhatsApp). These tools differ somewhat in terms of implementation and technology platform, but the core premise is that they help customers interact with the company faster and easier.
The big difference in conversational marketing is whether the interactive website is present on a corporate Web property or on a freelance social network/social app. Visiting a website and interacting with a chatbot is a different experience than sending your order confirmation via Messenger. As conversational marketing matures and technology changes, these differences will be emphasized in a more nuanced way.
But at this point, many organizations are still pursuing their first or second foray into the conversational marketing jungle, and the key question for all of these initiatives is that we are all the same: Will my customers really like and use this product?”
New research from marketing trends analyst Matthew Sweezey, Drift and Survey Monkey aims to answer that question, at least overall. Yesterday, they published a new report, 2019 State of Conversational Marketing .
This project surveys 1,085 adult US consumers about their usage and attitudes towards chat marketing, in various forms and guises.
I recommend you to download full report for yourself. There is no cost to do so. I’ve read it three times, and here are the 8 conversational marketing statistics that stood out to me the most.
1. Small things still disappoint customers
When asked “which of these has frustrated you online in the past month?” Answers to this conversational marketing survey show that websites are still pretty bad at basics. The source of the number one frustration? “Unable to get answers to simple questions,” with more than one-third of American adults having experienced the challenge in the past 30 days.
Furthermore, 25% of consumers say that basic business insights are hard to find! These are simple communications that can be resolved (and easily) with conversational marketing.
2. Online chat is now the fourth most popular type of interaction
Thirty-three percent of American adult consumers have used online chat to interact with a business in the past 12 months. This falls behind email (65%), Phone (55%), and website (42%), but puts online chat ahead of social networks, mobile apps, chatbots, and face-to-face like one interaction mechanism.
3. Consumer age has little effect on Chatbot usage
You would think that due to the nature of technology, young people would be more of a chatbot user (one of the core parts of the conversational marketing ecosystem). This is true, but only slightly. These new conversational marketing statistics show that 18-24 year olds are actually the most likely (35%) to use chatbots more in the past 12 months.
However, when you combine “use chatbots more in the past 12 months” and “use chatbots with the same amount in the past 12 months” all consumers 18 – 54 are essentially the same number.
In the past year, 68% of 18-24 year olds are using chatbots more or the same. Its 71% because 25 – 34 years old. Its 69% because 35 – 44 years old. And 70% because 45 – 54 years old. (For consumers 55+, 64% are using chatbots more or similar in the past 12 months).
4. Dissatisfied Chatbot is Real
While approximately 70% of all consumers are using chatbots more or the same throughout the past year, the number of consumers using LESS chatbots is actually more than the group using them MORE. This suggests that a large portion of American adult consumers (about a third) have tried chatbots and then decide to use them less often.
This is not a big surprise, as there are a lot of semi-useless chatbots out there. As chat marketing gets better, the belief is that these disabled consumers will feed chatbots (and other conversational marketing components) again.
5. Online chat is now more popular than Chatbots
Compared with chatbots, the percentage of consumers who say they are using online chat more or the same amount 12 months ago, is slightly higher. In addition, the percentage of survey respondents who said they use online chat less is not as high as chatbots. However, it is important to note that online chat dissatisfaction is not a problem at all, it is not as significant as it is for chatbots.
In a separate question in this chat marketing survey, 39% of consumers said online chat provides a good customer experience, compared to just 16% for chatbots.
6. Online Chat Most Convenient, Best Chatbots for 24×7 Support
Of all potential interaction mechanisms, consumers view online chat as generally the best for convenience, with half of survey respondents indicating that online chat is very convenient.
In the case of chatbots, they rank best as a good source of 24×7 support. This makes sense, as chatbots are often unmanned “bots” that can be active at any time or any day. Although, it should be noted here that one of the important factors of chatbot satisfaction for consumers is how well the bot “communicates” with humans once the conversation is beyond supply. bot answer level.
7. Chatbots are best suited to answer questions
When asked what they see chatbots as best used for, 34% of consumers said “answering a question”; followed by “get detailed answers” (29%); “Resolving a problem or complaint” (27%); and “get customer service” (27%).
No. 8. Retailers Lead the Way in Chatbots
40% of consumers who have used a chatbot in the past 12 months have done so to interact with a retailer. This far exceeds other business categories, including healthcare (22%), utilities (21%), and entertainment (20%).
This makes sense, as many retailers have implemented chatbots to remove conflicts from the delivery confirmation process and other steps of the standard retail customer journey.
Conversational marketing will continue to become more important to businesses, especially as technology improves and consumer comfort later increases. I recommend you to download and read the whole thing 2019 State of Conversational Marketing report.