I Just Called To Say Check Me Out on My Chatbot
No slam to the Stevie Wonder song, “I Just Called To Say I Love You,” but for B2B marketers, calling is going the way of the operator. Phone calls and video calling are seeing a decline despite COVID-19.
Marketers are continuing to use email at high rates. What is trending are online live chat (real, live person), social media and chatbots (fake, robots).
This is real growth in an area called “conversational marketing,” or using technology and advances such as social content, chat or chatbots to encourage one-to-one approaches that help you learn more about your customers/donors/patients and create a more human buying experience. By using these forms of communication, you can shorten the buying cycle and better engage people with products, services and information.
We are all feeling deluged with too many irrelevant emails (just in the time it took me to write this blog post, I received more than 38 immediately deletable emails). In spite of that, email is still the king of B2B contact, but the more clutter, the less effective a medium becomes.
The study that Marketing Charts quoted found that the No. 1 hurdle keeping B2B marketers from achieving high levels of effective conversational marking was a “lack of marketing resources to maintain messaging and keep it fresh.” Unfortunately, that is a bit of a cop-out, because there are plenty of highly skilled organizations (like AMPERAGE) that can help develop and deploy fresh, engaging content.
Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.