20190718 ML Brief

  •   January 16, 2020

Good morning, is your business using chatbots to communicate with customers?

According to new research from Drift and SurveyMonkey Audience, chatbots are catching up to email and phone as a key part of the conversational marketing mix. Email and telephone still dominate as the top channels for communication, but 33% of respondents reported having used online chat within the last 12 months – an indication that chat is gaining ground.

Almost half the consumers surveyed (44%) said they expect an interaction within five seconds when engaging with a brand face-to-face. On the digital side, 42% of respondents indicated they expect the same interaction time when communicating with a chatbot. The data surfaces a consumer insight that isn’t all too surprising: instant communication is a top priority for online shoppers wanting a quick and convenient way to solve customer issues.

So what does it mean for marketers? Investing more in one-to-one customer experiences (like chatbots or customer service chat) can be the key differentiator for positive interactions between brands and customers. Businesses that have been hesitant to integrate chat will find themselves playing catch-up when it comes time to implement the technology to meet the growing demands of consumers. 

There’s more to read below, including why running multi-channel campaigns can result in more favorable outcomes, and more. 

Taylor Peterson,
Deputy Editor

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