How to Use Conversational AI in Marketing (The Right Way)

7 min read
Konstantin Garbe
Authors name: Konstantin Garbe August 29, 2018

Marketers face the same challenges across all sectors.:

  1. How to create the best customer experience along all parts of the customer journey and that across all possible engagement methods.

  2. How to get customers the most relevant and personalized information at the right time.

  3. How to optimize lead conversions or webshop/e-commerce revenue.

Setting up such multichannel experiences is much easier with chatbots

First, nobody has to get used to a specific visual interface to interact with the brand. All chatbots use language as their interface, and language is the most natural way to communicate.

Second, companies have to move their activities to where the customer is at, not the other way round. As chatbots can be deployed in any conversational channel such as Facebook Messenger, WeChat, Skype or Slack, this opens up huge opportunities for businesses.

Mobile messaging apps have a collective audience of 2 billion users and rising. While businesses and prospects trade 8 billion messages each month, users can already interact with a total of 300,000 chatbots on Facebook messenger. By allowing bi-directional conversations with consumers, businesses can not only give information to the user – they can learn from them.

Conversational AI can be a powerful tool for marketing departments when chosen and used correctly. Is your marketing department taking advantage of the potential of artificial intelligence?

In the following, we examine some of the most prominent benefits for marketing activities when making use of Conversational AI.


Why use Conversational AI in marketing?

  • You own the conversation between your customer and your brand. Every business owns a variety of engagement channels with their audience such as Facebook, Instagram, Websites, and mobile applications. When approached as separate channels, however, each is only one single entry-point into the total conversation between you and your customer. Conversational AI Platforms give you the ability to build a centralized AI once which then can be deployed across all conversational touchpoints with the benefit of having every single conversation on each channel collected and tallied in one place.

  • 1. Enhance customer experience

We don't have to overestimate a chatbot's ability. However, if set up the right way and with current technological advancements, Conversational AI provides an intuitive and innovative experience that drives customer loyalty and brand affinity. Did you know that live chat can increase conversion by up to 40%? Increase your conversions by engaging at the exact moment when you’ve attracted a customer’s attention. 

  • 2. Deploy smart conversations

AI comes with many benefits. You can instantly help your customer find the right product to accelerate their customer journey and thus increase conversions. As data is aggregated from all conversations, AI enables customer insights to act upon. Personalized customer experience is as essential as avoiding information overload. New features can be shown when relevant, and the bot will act proactively to keep the customer interested in your brand.


  • 3. Improve lead generation & optimize conversion

Marketers need data sets to improve their marketing outreach. Virtual agents allow the retrieval of relevant information like age, email address, name, geography and other attributes that can be stored in individual contact profiles.

And that is where the beauty begins for every marketer.

Marketing outreach can now be personalized not just on a demographic basis but also through specific contact details. The inquiry "Offer our daily special flight to Bali to everybody who has been in Asia in the last six months and indicated surfing as their favorite sport through Facebook Messenger but to everybody through email outreach." This allows you to reach a target group and optimize conversion.


  • 4. Ensure brand consistency

73% of consumers say they’ll leave brands that don’t deliver consistent experiences across channels. Enterprises need to look for vendors who follow an omnichannel approach, meaning you can develop, deploy and manage one central Conversational AI across all channels. This allows for a broader selection of engagement channels, but what it ultimately does is let your brand to have one voice, one message and one tone across all these channels. The customer experience gets better and disappointment declines.


Conversational AI platform for marketing purposes

A Conversational AI Platform like Cognigy.AI enables enterprises to create, deploy and maintain AI-powered digital agents in both written and spoken language. The framework includes all components needed to serve all communication channels (such as Apps, Facebook, Alexa, Web, VR/AR, embedded) including interfaces for marketing and communication teams.


Easy to maintain

Cognigy.AI acts as a development platform in which the user can create infinitely complex conversational agents in a graphical way that can be maintained by nontechnical users. Even though Conversational AI is a highly-technical topic, Cognigy.AI enables everybody in your company to participate in the process, increasing your productivity and creating better solutions.

Have a glimpse at all the tools & features we provide with our newest version Cognigy 3.0 such as contact profiles, conversational forms, analytics, channel endpoints and many more.