Have AI models enhanced uses in conversational marketing? – By Aditya Abeysinghe
What is conversational marketing?
Conversational marketing is marketing with the use of one-to-one voice or virtual conversation with customers. This type of marketing is one of the easiest and less time consuming methods where live and virtual agents contact prospective customers to market services and products. Most businesses now have changed their conversational marketing to virtual methods. With virtual methods, a data source is used and a bot is used to communicate and share data with a customer.
Virtual conversational marketing
Virtual conversational marketing is the most common type of conversational marketing used by online marketing platforms. Many methods are used to market products to customers. Chatbot-based conversations are mostly used by many platforms. With this method, a customer submits a question and the chatbot responds the customer with an answer based on data from a data source. Chatbots can be automated where the query is analyzed using sentiments and processed using a machine learning model. Chatbots are also often handled using humans where the agent and the customer communicate using the chatbot.
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Virtual conversations may also be carried out with virtual assistance using a device such as a smartphone or a smart electronic equipment. These devices are usually controlled using voice inputs and the response is also generated with a voice output. Some sellers and marketers have used models used in these devices to market products or services. This type of marketing provides users to easily request for products without manually entering text or voice inputs.
How AI is used for virtual conversational marketing
Models based on machine learning and other types of Artificial Intelligence (AI) are used in virtual conversational marketing to process input of users and create an output to be responded to the user. When input is in text format sentiment analysis is used to identify which words need to be used as model’s inputs. When input is in voice (audio) format natural language processing is used to identify words based on the voice and then analyzed for words to be used for inputs.
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Other than input and output mapping using model processing, AI is used in many other instances. One such use is recommending results using the query input. Chatbots and virtual assistance devices suggest options and results using models used for recommending output. Users can use a suggested result or request for different results enhancing ease of access when requesting data. It also reduces customer waiting time to get a service performed and less time and cost for sellers to promote products or services.
Many sellers have now used existing mobile applications such as text messaging and social media to promote products. Many products are ordered by simply sending a message with images or videos of a product rather than using voice or text inputs. Advanced algorithms are used to identify objects in these images and identify the requested input by a user. These methods reduce the number of options a user has to use and reduces time to buy products.
