The Chatbot Marketing Revolution: How Top Brands Are Winning with AI

Chatbots have quickly evolved from a novelty to a necessity for brands seeking to connect with today‘s always-on consumers. By providing instant, personalized interactions at scale, chatbots are transforming how businesses market, sell, and support their customers in an increasingly digital world.

The numbers speak for themselves. According to a recent survey by Oracle, nearly 80% of brands plan to use chatbots for customer interactions by 2020. And consumers are on board, with over 50% saying they‘re more likely to shop with a business that lets them message rather than call.

So what exactly makes chatbots such a powerful marketing tool? For one, they provide the 24/7 availability that today‘s consumers expect. No more waiting on hold or being limited to business hours – chatbots are always there, ready to help.

Chatbots also enable personalization at an unprecedented scale. By tapping into customer data and conversational cues, bots can provide tailored product recommendations, content, and support that feel one-to-one. As Gartner predicts, by 2020, over 85% of customer interactions will be managed without a human.

Perhaps most appealing is the cost-saving potential of chatbots. Industry data suggests that chatbots can slash operational costs by up to 30%, while still improving outcomes. A chatbot can handle an unlimited number of simultaneous conversations, never gets tired, and frees up human agents for more complex issues.

10 Innovative Chatbot Marketing Examples

Now that we‘ve covered the why of chatbot marketing, let‘s dive into the how. The following brands across a variety of industries demonstrate the diverse ways businesses are harnessing the power of conversational AI to achieve their goals and delight customers.

1. H&M: Style advice at your fingertips

Clothing giant H&M was an early adopter of chatbot marketing, launching their bot on messaging app Kik back in 2016. Designed as a virtual stylist, H&M‘s chatbot asks users questions about their style preferences, then serves up personalized outfit recommendations from the brand‘s catalog.

For H&M, the chatbot provides an engaging, low-pressure way for consumers, particularly mobile-savvy millennials, to explore products and get inspiration. The bot reportedly exchanged over 2 million messages with users in its first months, proving the appeal of conversational commerce.

2. Duolingo: A digital language tutor

Language-learning app Duolingo took their education experience to the next level with chatbots that let users practice conversations. Available within the app for major languages like Spanish, German, and French, the bots engage learners in lifelike dialogues on practical topics like ordering at a restaurant.

By simulating real-world situations in a judgement-free environment, Duolingo‘s chatbots help users build confidence in their language skills. The bots are powered by artificial intelligence and use natural language processing to understand a wide variety of responses, adapting to each learner‘s ability.

3. Sephora: Personalized beauty advice

A leader in digital customer experience, beauty brand Sephora has used chatbots to scale their service across multiple messaging platforms. On Kik, the Sephora bot provides personalized beauty tips, product recommendations, and makeup tutorials based on a short user quiz.

Sephora‘s chatbot acts as an always-on virtual assistant, ready to provide expert advice whenever inspiration strikes the user. The bot can answer questions, suggest complementary products, and direct users to relevant how-to content. For Sephora, it‘s a way to replicate their in-store consultative experience digitally.

4. TechCrunch: Your personal news curator

Digital media is another natural fit for chatbots, as demonstrated by TechCrunch‘s bot on Facebook Messenger. Users can chat with the bot to get the latest technology news and analysis, tailored to their interests.

For publishers like TechCrunch, chatbots provide a way to form direct relationships with readers and escape the noise of social media feeds. By interacting one-on-one, the bot can learn a user‘s preferences and proactively surface the most relevant content, driving loyalty and engagement.

5. Domino‘s: Streamlined ordering with Dom

Domino‘s has long been a pioneer in digital ordering, and their chatbot Dom is the next evolution. Integrated with Facebook Messenger, Dom lets users order pizza by simply sending a message. The bot remembers a user‘s most recent order and can quickly reorder it on command.

With Dom, Domino‘s has stripped friction out of the ordering process and made it as effortless as sending a text. For the company, the chatbot provides a way to boost digital sales and collect valuable data on ordering habits and preferences.

6. Kayak: Your pocket-size travel agent

Planning a trip typically involves hours of research and price comparisons, but travel search engine Kayak aims to streamline the process with their chatbot. On Facebook Messenger, Slack, and Alexa, Kayak‘s bot can search for flights, hotels, and rental cars based on user preferences like dates, budget, and amenities.

The chatbot provides a conversational interface to Kayak‘s wealth of search data, surfacing the most relevant results based on the user‘s stated criteria and past behavior. Users can complete bookings entirely within the chat experience, making it a one-stop shop for travel planning.

7. Kia: Bringing the showroom online

South Korean automaker Kia is using chatbots to provide a concierge-like experience to prospective car buyers. Their NiroBot on Facebook Messenger engages users in conversation about the Niro crossover SUV, answering questions, offering photos and videos, and even letting users book a test drive.

For a high-consideration purchase like a car, Kia‘s chatbot serves as an always-available, low-pressure sales assistant. It provides tailored information to help guide buyers through the research process, laying the groundwork for a purchase. Integrating with dealership inventory, the bot can help drive off-line conversions.

8. Lidl: Supercharging the customer experience

Discount supermarket chain Lidl is using chatbots to provide instant customer service and support. Their chatbot Margot, available on Facebook Messenger, can help locate products in store, suggest recipes, provide cooking tips, and more.

For a high-volume retailer like Lidl, a chatbot provides an efficient way to handle routine customer inquiries at scale. By making the bot available on a familiar messaging platform, Lidl reduces barriers to engagement and meets customers where they already are.

9. Spotify: Music discovery made easy

Streaming giant Spotify has integrated with Facebook Messenger to provide users with music recommendations right in the chat window. Users can search for and share songs, albums, and playlists without leaving the conversation.

The integration taps into Spotify‘s robust music data and recommendation algorithms to provide a personalized discovery experience. For Spotify, enabling sharing and discussion directly within Messenger keeps their service top-of-mind and encourages word-of-mouth promotion.

10. Fandango: Conversational ticketing

Movie ticketing service Fandango has launched a Facebook Messenger chatbot to help filmgoers find showtimes, watch trailers, and buy tickets. Users can search for movies by title, actor, genre, or emoji, and the bot will surface relevant results.

The chatbot provides a streamlined alternative to Fandango‘s website and mobile app, letting users quickly find the information they need in a conversational format. By reducing steps to purchase, the bot helps drive conversions and make moviegoing more spontaneous.

The Future of Chatbot Marketing

As these examples illustrate, chatbots are already transforming customer experiences across the marketing funnel. But we‘re still in the early days of conversational AI, and the potential for chatbots in marketing is only beginning to be realized.

Looking ahead, we can expect chatbots to become increasingly sophisticated, with natural language processing and machine learning enabling more human-like interactions. As virtual assistants like Alexa and Siri see greater adoption, voice-based chatbots will become the norm, allowing for even more intuitive and effortless experiences.

Chatbots will also move beyond one-off interactions to become true virtual companions, using data to provide proactive, personalized support throughout the customer journey. A chatbot might notice a user browsing a specific product and reach out with timely content or an offer. This shift from reactive to proactive service could be a game-changer for customer loyalty and lifetime value.

As chatbot platforms mature, we‘ll see greater integration with existing marketing tech stacks, from CRM to marketing automation. This will allow for seamless handoffs between bots and human agents, as well as more targeted messaging across channels. A chatbot interaction, for example, could trigger a personalized email campaign or a retargeted social ad.

Getting Started with Chatbot Marketing

For brands considering a chatbot, the key is to start with a clear strategy and use case in mind. Chatbots work best when they‘re purpose-built to solve a specific problem or meet a defined customer need.

Begin by analyzing your customer service data and identifying common inquiries that could be easily automated. These are prime candidates for a chatbot pilot. At the same time, define the key metrics you‘ll use to gauge success, whether it‘s reduced support volume, increased conversions, or higher engagement.

Next, think through your chatbot‘s personality and tone. This is an extension of your brand, so it‘s important to infuse the bot with your unique voice and values. Giving your bot an avatar and a memorable name can also help create a more engaging, relatable presence.

When it comes to platforms, choose based on where your audience spends their time. If you have an active social following, a Facebook Messenger chatbot may be a natural fit. If you‘re targeting millennials, Kik or Snapchat could be better options. There are also purpose-built chatbot platforms like MobileMonkey and ManyChat to consider.

Finally, be sure to promote your chatbot across your marketing channels to drive adoption. Treat it like a product launch, with a full go-to-market strategy. And don‘t forget to train your human agents on how to work alongside the bot and handle any escalated issues.

The Chatbot Imperative

As consumer expectations for instant, personalized interactions continue to rise, chatbots have become a must-have for brands looking to scale their marketing and support. The benefits are simply too significant to ignore – 24/7 availability, cost savings, rich data capture, and more.

But as with any new technology, the key is to approach chatbots strategically. Start with a specific use case, define your metrics for success, and plan for a human + AI model. When done right, chatbots can be a powerful differentiator, providing experiences that truly put the customer first.

The future is conversational. Is your brand ready?

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