Eps 1615: Marketing in depth conversation
— The too lazy to register an account podcast
| Host image: | StyleGAN neural net |
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| Content creation: | GPT-3.5, |
Host
Roger Marshall
Podcast Content
In-depth interviews are a self-contained study technique which may employ different strategies depending on the needs of the study. Online surveys are excellent methods to gather data and they can be used within a full-service customer experience management strategy, but in-depth interviews can help collect data from larger samples which can give richer insights about your target audiences experiences and preferences. Surveys, emails, user-generated content, well-crafted, timely responses in social media -- surveys can all help you engage with your customers and peers in real conversations.
To get started on Conversational Marketing, leverage social media and marketing tools that surround you to reach out to your customers and interact. While conversational marketing is primarily associated with innovative chatbots powered by recent technology, social media is another tool that can enable this strategy. Unlike traditional marketing, which relies heavily on TV ads, billboards, newspaper ads, direct mail, and similar techniques--which customers successfully learn to ignore--conversational marketing allows brands to engage in a meaningful, relevant, personal dialogue with their audiences through multiple channels of communication.
Conversational marketing is a technique which draws consumers into a conversation-driven, one-on-one, personalised experience, which allows brands to listen to and learn unique insights about customers, as well as deliver value to users. Well, the term conversational marketing is essentially a strategy that provides customers with personalized value that they are looking for, and allows businesses to scale up by saving time and resources. Conversational marketing is a lot more than just live chats and chatbots, it can extend into social media, phone calls, SMS, and IMS -- basically, whatever channels your customers prefer.
Through tactics such as blogs, social media, and SEO, Inbound Marketing draws customers into your business using useful, relevant content. Ultimately, inbound marketing is a methodology using digital marketing assets to reach, engage, and delight customers online. You can leverage each of the digital marketing tactics listed above, across your entire inbound marketing strategy, to build a customer experience that works with customers, rather than against them.
An effective digital marketing strategy, combined with the right tools and technologies, allows you to track all your sales back to a customers first digital contact point with your company. Once you have a compelling marketing message, you can then structure the rest of your business around it. If you have made marketing a game, you have learned the moves and plays that allow you to capture a prospects attention, engage with him or her about your business, and eventually turn him or her into great customers you will enjoy working with.
The game of marketing, the mindset, message, conversations, and content, provides a strong foundation to your marketing. Think of marketing content as anything written about your business, from articles, websites, to blog posts.
The key is finding a marketing deliverable that makes their lives easier, and explaining how your conversations directly support that. This could mean offering a little insight in the form of a piece or, if they have called to learn about your company, offering a deeper conversation in which you can learn more about their needs and talk more deeply about what you are doing.
Most prospects are not coming fully pre-sold, so having masterful sales conversations is critical for growing your business. Because marketing is 100% about communication, having verbal interactions, or marketing conversations, is critical in your marketing. A polished, conversational approach to marketing can allow brands to provide tailored interactions with consumers through hands-on, easily accessible digital experiences, all the while supporting privacy expectations.
It is time to jump on the conversational marketing bandwagon, if you are not already, and take cues from these companies that are mastering the art of delivering a seamless, satisfying customer experience through conversational marketing. As the industry leader in conversational marketing, IBMs Watson Advertising Conversations solutions are designed to foster deeper engagement, awareness, action, and affinity, creating a personal, 1:1 connection between brands and consumers on a massive scale.
The IBM Watson Advertising Conversations solution portfolio can be deployed across nearly any digital property, depending on your marketing strategy, acting as a virtual mass-market focus group for your brands. IBM Watson Advertising works with you to design a bespoke conversational and creative experience, inviting consumers to ask questions about your brand, and providing tailored responses in natural language unique to each user.
Organizations can shape their marketing strategies from insights gained from respondents. Quantify the effects of marketing campaigns across different parts of the business--including sales, product development, and in-store experiences--by collecting consumer feedback almost in real-time. To succeed with any dialogue marketing campaign, you first need to know your topic and its audience, and measure your strategies and goals against those factors.
As long as the A/B split testing is controlled and objective, A/B split testing is an excellent method of understanding what marketing tactics yield better results for your company. Talking with someone outside your marketing bubble can get you thinking about things in a million fun ways. Interviews provide an opportunity to learn about a customers thought process, and design products with the best possible chances to succeed in the marketplace.