There’s good reason why ‘conversation’ is such a buzzword in marketing circles. The best salespeople have a dialogue with you – listening to what you have to say, asking the right questions, solving issues, and suggesting products or services you might not otherwise have considered.
In a similar way, chatbots, branded social media accounts and virtual assistants promise to drive more personalised experiences in an increasingly virtual world. Their usage is set to increase. The idea is to replicate human, ‘in person’ customer service and marketing via digital means – tapping into back-end data to enrich the conversation while maintaining...