Content Management – Content Services Provider, India

Chatbots: The new Marketing tool

Did you ever notice a small chat window, which pops up on a website, asking if it can help you? One might think that it’s human on the other side of the computer but it is actually a chatbot that has been programmed to assist you. Essentially, they are software applications that perform automated tasks, mostly by interacting with users using spoken or written communication. Chatbots are also known as talkbots, IM bots or simply bots, even though the original term was ‘Chatterbot’, given by Michael Mauldin who created the first bot- Julia in 1994.

Chatbots are instant, interactive, and they are here to stay. They have become increasingly popular as an engagement tool and deemed to be the next big thing in the world of marketing and business communication. Moving beyond old-style online advertising, brands all across are now integrating chatbots into their strategies to offer a more personalised experience to the consumers or prospective customers.

Chatbots are designed to have a conversational interface that emulates how humans behave in real life while talking to each other. They rely heavily on sophisticated technologies like Artificial Intelligence (AI) and Natural Language Processing (NLP). The more modest systems scan the inputs for keywords and produce the most relevant response accordingly.

Today, bots are mostly used for B2C customer service and marketing across different categories that include e-commerce, education, entertainment, finance, marketing, shopping, travel and customer support, to name a few. Many companies rely on messaging apps like Facebook Messenger, WeChat and Telegram to place their bots. Even WhatsApp is testing a pilot program, allowing developers to run their bots from the platform.

At present, bots are either accessed through these web-based applications or through virtual assistants such as Google Assistant, Apple’s Siri, Amazon’s Alexa and Microsoft’s Cortana. Some brands also offer them as stand-alone apps to act as personal shopping assistants for the consumers.

Even though still in its nascent stages, chatbots are responsive, provide quick services to the users and are a powerful link between brands and their consumers. But like most things on the web, the success of chatbots is largely dependent on content. Chatbots are computer programs that are designed to have good conversations. There a lot of tools on the internet that a layman can use to create the structure of a bot. It is developing the conversational interface that is challenging because unlike humans, bots are not capable of understanding contextual conversation.

While designing content for bots, one thing to keep in mind is that it should give the user exactly what they are looking for. Short and precise content and a perfect balance of images are important for better appeal and utility. This is, however, the somewhat easy part. The real challenge lies in replicating the human behaviour in conversational situations. This is why content creators today need to have an in-depth knowledge of the way people communicate with each other. Nobody would like to interact with a bot that throws up abrupt and unrelated responses. The messages – right from how the bot greets the user to the actual response should feel ‘human-like’. A good chatbot must be able to offer the nearest replicas of real-time communication transactions. This can be ensured by hiring accomplished content agencies.

Chatbots are capable for redefining how businesses communicate with their consumers or target population and are undoubtedly the future of communication and engagement platforms. Designing content for chatbots requires a deep understanding of human behaviour and their reactions. Ultimately, a chatbot is simply a software that has been designed to ‘converse’ with users. It needs human intervention that can transform it from a bot to human-like, and complicated to helpful. Given this newfound opportunity, it would be fair to assume that the importance of expert content agencies will continue to grow in the time to come. Content, still is the King.

How does an idle website hurt your business?

On the internet, your website is your identity. If you have a professional looking, dynamic website bundled with engaging content, it will not just attract visitors but compel them to come back again and again. Unfortunately, many businesses that have opted to create a digital presence for themselves have failed to utilize it to its full potential. Find out how does an idle website hurt your business.

What’s an idle website?

An idle website is one that is never updated once it is created. This happens when business owners follow a ‘create and forget’ approach, where in spite of having a well-designed website at hand, it is either lying idle or hasn’t been updated in ages. An idle website is just as good as an apparel store that does not change its display. People may pass by sparing a glance or two, but they will not stay or come back again. Now this cannot be good for any organisation, especially a business.

Having a good website is just the first step in establishing your identity. It is the fresh content and frequent updates that instill the confidence among visitors that you know what you’re doing and you can actually help them. A static website, on the other hand, will result in scepticism and uncertainty.

Another important reason for not leaving your website idle is web rankings. It is the job of the web crawlers to scan the internet for web pages, make note of every update and add it to the search engine’s index. Your site’s ranking changes whenever you update it with quality content. Therefore, frequent updates mean more visibility and higher rankings.

There are several other reasons why an idle website is not good for you, such as:

• Creates a Lasting Impression

Your website reflects your business on the internet and people know when they are being served outdated content. If you want to ensure long-term success, it is important that your site has the ability to engage and compel visitors to come back again and again.

• Communication

A website is the only way of communicating with potential customers until they decide to get in touch with you via e-mail or phone. Even that will depend on whether or not your site is convincing enough to assure them that you have the solutions they look for. The content on you website should be dynamic enough to let them know that you seek innovation and are constantly looking to offer creative solutions.

• Accessibility

Most businesses are not likely to operate through-out day and night. Even if they do, there is some kind of time restriction that needs to be followed. But unlike a brick and mortar presence, websites let visitors have 24/7 access to the information they want. They may visit the site as per convenience without the added pressure of having to avail the services simply because they asked for information.

• Competitive Disadvantage

An idle website will allow your competitor’s to have an edge over you. Think about it – They have a website that they are frequently upgrading with fresh content. This is not only translating to more visitor traffic but is also giving them better web rankings, better visibility and more business. Where does that leave you?

Refreshing your website with new information every now and then builds your credibility and tells your visitors that you understand the importance of being prevalent in the today’s time.

At Ascezen Consulting, we produce engaging content that suits the target audience. Get in touch with us to know how we can help you stay ahead and achieve your business goals.