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Martech Zone

What is a Chatbot? Why Your Marketing Strategy Needs Them

I don’t make very many predictions when it comes to the future of technology, but when I see technology advance I often see the incredible potential for marketers. The evolution of artificial intelligence combined with unlimited resources of bandwidth, processing power, memory and space are going to put chatbots front in center for marketers.

What is a Chatbot?

Chat bots are computer programs that mimic conversation with people using artificial intelligence. They can transform the way you interact with the internet from a series of self-initiated tasks to a quasi-conversation. Julia Carrie Wong, The Guardian

Chatbots aren’t new, they’ve actually been around as long as chat has been around. What’s changed is their ability to actually hold a conversation with a human. In fact, the technology is so advanced that there’s a chance you may have already had a conversation with a chatbot and not even realized it.

Why Marketers Will Use Chatbots

There are two ways to interact via the web. Passive interaction leaves it up to the visitor to initiate contact with your brand. Proactive interaction initiates the contact with the visitor. When a brand initiates contact with the visitor; for example, asking the visitor if they need assistance, the majority of visitors will respond. If you’re able to engage and assist that visitor, you can accomplish multiple goals:

Imagine having an unlimited team of greeters to engage with your visitors and help guide them through to a purchase… wouldn’t that be a dream come true? Well, that’s what artificial intelligence and chatbots will be for your sales team.

The History of Chatbots

Infographic from Futurism.