Chatbots are gaining more space in social media

Homem usando mídias sociais em um tablet

Chatbots are creating positive experiences

There are many approaches to social media marketing, but most rely on one-way communication, with brands and companies sending brand promotion messages hoping to reach their target audience. However, chatbots can provide a more interactive and personalized experience. A study by Retale (a location-based mobile advertising provider) examines how consumers are already reacting to the use of chatbots.

Retale did a survey with 500 people ranging in age from 18 to 34 last December, and the results seem quite positive for the chatbots. 58% of respondents had interacted with a chatbot; Among the group that had not interacted with a chatbot, 53% were interested.

Almost everyone who found a social chatbot reported having positive or very positive experiences. But there are some challenges that need to be addressed. “Accuracy in understanding” was the area most pointed to improvements. Almost 30% of respondents who had interacted with chatbots said they would like the conversation to be more natural, and 12% would like bots to involve human customer service representatives when appropriate.

Even with the obstacles, the social media users surveyed had a positive view of the bots. Dan Cripe, chief technology officer of Retale, said in a press release that this is a golden opportunity for marketers and brands, but only if the technology can match the customer’s wishes

“Chatbots can create a new way of talking between brands and consumers. They reflect a more conversational and personal approach to commerce and engagement that people seem to want more than ever. At the same time, given that bots and similarly, voice assistants are still relatively new, developers and brands will have to find out in what contexts these technologies are beneficial for them to reach their full potential. ”

Chatbots and other automation tools provide the opportunity for real-time customization and engagement, but the software involved needs to be handled with care. If marketers can use it properly, chatbots can be an integral part of a proactive marketing strategy.


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