There are many approaches to social media marketing, but most rely on one-way communication, with brands and businesses blasting out messages, promoted or otherwise, hoping to reach their target audience. However, chat bots could provide a more interactive and personalized experience.
A study from Retale, a provider of location-based mobile advertising, examines how consumers are already reacting to the use of chat bots. Retale polled 500 millennials aged 18 through 34 last December, and the results seem quite positive for chat bots. 58 percent of those polled had interacted with a chat bot on social; among the group who had not interacted with a chat bot, 53 percent were interested.Almost everyone who had encountered a chat bot on social reported having positive or very positive experiences.
But there are some challenges that need addressing.
“Accuracy in understanding” was the biggest area of recommended improvement. Nearly 30 percent of the respondents who had interacted with chat bots wished conversations were more natural; and 12 percent wished that chat bots could get human customer-service representatives involved when appropriate.Even with the hurdles, the social media users surveyed had a positive view of chat bots.
Dan Cripe, chief technology officer at Retale, noted in a press release that this is a golden opportunity for marketers and brands, but only if the technology can match the desires of the customer:
My point of view: your customers care about their jobs to be done. Provided the encounter with the bot is consistent with experiences from the past, bots and human service providers will compete on quality, time and sometimes empathy.