Facebook Messenger for Offline Marketing [Infographic]

The rise of chatbots in the customer service and marketing world is a big trend to watch in 2018.

Recently, we've seen many forms of artificial intelligence rocking the marketing world, and chatbots are one of these shiny new toys. Chatbots offer a variety of business benefits, and when done right, they can be an extremely useful time-saving tool (both for you and your customers). Facebook Messenger is one of the leaders in the chatbot space, offering a wide range of tools for personalization.

You may be wondering, "how do chatbots relate to offline marketing?"

To better understand how chatbots can compliment your offline marketing campaigns, check out this infographic by Colour Graphics. 

The State of Chatbots in 2018: Top Benefits and Challenges

Consumers say the primary benefit of chatbots used by brands for customer service is their 24-hour availability, according to recent research from Drift, SurveyMonkey Audience, Salesforce, and mycleve.

The report was based on data from a survey conducted in 2017 among 1,051 adults age 18-64 living in the United States.

Some 15% of respondents say they have used a brand chatbot.

Nearly two-thirds (64%) of consumers say they would value an effective brand chatbot—a computer program that simulates conversation with human users—for its 24-hour availability.

Millennials are more likely to value brand chatbots for their 24-hour availability, and Baby Boomers are more likely to value brand chatbots for their ability to answer simple questions.

Consumers expect future uses of brand chatbots to include getting quick answers during emergencies, resolving complaints/problems, and getting detailed explanations.

Consumers say the top potential blockers to their use of brand chatbots are a preference for real people and concerns about chatbots' making mistakes.

About the research: The report was based on data from a survey conducted in 2017 among 1,051 adults age 18-64 in the United States.

IoT, AI, Chatbots: Creative Ways Content Marketers Use New Technology

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As content marketers, we’re always evolving our strategy to fit the current digital landscape. Major disruptions, from social media to messaging apps, have changed the way we communicate and engage with our target audiences.

We’re now at one of those times when an influx of new, emerging technologies is poised to change the way audiences consume content. Should brands take a risk and enter uncharted territories, or stay the course with what they do best, and see how things play out?

“Marketers’ best leverage exists when there’s a new audience that’s growing but not a lot of competition trying to reach that audience,” says Kipp Bodnar, Chief Marketing Officer, Hubspot. “When you invest in an emerging technology, you can be in front of a growing audience in a far less competitive landscape.”

That’s why as innovations like virtual assistants, artificial intelligence (AI), 360-degree live video, and others take shape, brand content creators are among the first to experiment.

Here’s a look at how forward-thinking brands are harnessing the latest technologies to deliver content.

Virtual Assistants

Amazon Echo and other voice-controlled home assistant devices were hits at CES 2017, and they’re gaining popularity with users. It’s no wonder, then, that content marketers are seizing the opportunity to literally speak directly to consumers. 

“I see this as a precursor to the disruption of the search engine industry,” says Bodnar.

That’s because in addition to having fun interactions with these Internet of Things (IoT) tools, users are also turning to them to find content and make decisions and purchases, says Adrienne Weissman, Chief Marketing Officer of G2 Crowd, a business software review company.

“Brands can leverage the technology by making their content or offering accessible through the channel – whether that means you create offers specifically for the channel, sponsor content that is being streamed, or simply optimize to ensure your content is findable,” Weissman says.

Early adopters of this content delivery system include General Electric (GE). One of its latest initiatives, “Labracadabra,” is a collection of DIY science experiment kits complete with how-to videos. GE chose Amazon’s Alexa (which powers the Echo device) to act as a “lab assistant,” walking users through experiments, sharing tips, and even jokes. All users have to do to launch the program is say, “Alexa, open ‘Labracadabra.’”

Similarly, Campbell’s has created an Amazon Echo app to inspire ideas in the kitchen. The interactive app provides recipe ideas based on the cook’s favorite ingredients and meal preferences.

Beyond such fun applications, Boston Children’s Hospital recently launched “KidsMD,” in which Alexa devices share content. Parents can ask general health questions, like how to get a fever down in the middle of the night.

“We’re trying to extend the know-how of the hospital beyond the walls of the hospital, through digital, and this is one of a few steps we’ve made in that space,” says the hospital’s Chief Innovation Officer John Brownstein, in an interview.

Personalization through Artificial Intelligence

“Personalization” is the big buzzword in today’s content marketing circles, and AI technology is helping brands deliver even more customized experiences.

“AI is processing a large set of data and interpreting that data to basically predict what a person is going to do. For content marketers, it will largely manifest itself into content recommendation,” says Bodnar.

In other words, it takes the guesswork out of trying to determine which articles, e-books, or videos are most relevant not just to various demographic subsets, but to individual users.

Perhaps the most notable example of AI in content marketing right now is Watson, which powers IBM’s new THINK Marketing hub.

“It looks a lot like a regular publishing site, but topics are rendered virtually,” says IBM’s Chief Digital Officer Bob Lord, in a recent interview with NewsCred. “It’s almost limitless how the hub can configure around a particular buyer type.”

By evaluating what people read, and then using those learnings, Watson is able to offer personalized content.

Another example of AI in action can be found on Autodesk’s “Redshift” site.

Dusty DiMercurio, Head of Content Marketing and Strategy for the software company, tells NewsCred, “What we wanted to do was move in the direction of turning the site into more of a platform that will personalize over time.”

As visitors choose to follow particular authors and content categories, or save articles to read later, the site is constantly learning so it can keep serving up the most relevant content selections. The hope is that doing so will increase engagement and strengthen brand affinity.

On the retail side of things, Starbucks is once again an early adopter of this type of technology. AI is helping power the coffee company’s app so that customers are given very specific product offers and other content suited to them.

Starbucks also recently unveiled plans to launch a new conversational ordering system called “My Starbucks Barista,” powered by AI, this year. At the heart of the initiative is enhancing customer loyalty and engagement. The company is building on the strong results it’s already gotten from its hyper-personalized e-mail reward offerings. The 400,000 variations generated “have more than doubled customer response rates over previous segmented email campaigns, translating into increased customer engagement and, importantly, accelerated spend,” according to a company press release.

Chatbots

If one technology ruled 2016, it was messaging apps. That’s why this year you can expect to see the rise of chatbots.

“The reason chatbots exist is because how people are spending their time has changed significantly,” says Bodnar. “Facebook Messenger, Slack, etc., are key parts of how we interact with technology because it’s easier to achieve something by typing a simple command to a chatbot.”

For companies looking to improve good customer service, chatbots are a no-brainer. That’s why many fashion content marketers from Burberry to Tommy Hilfiger have been dabbling with this technology for some time to recommend products and help people shop from their devices.

With the door now opened, other industries are following suit, even using chatbots to feed audiences content on demand. Take for instance Whole Foods Market’s Facebook Messenger bot. Once you open a message window, it offers to “help you find some delicious recipes,” and you can make your request by using emojiis. We tried looking for chicken by typing in the drumstick emoji, and the results were instant. Once you view the recipe, you can click over to the Whole Foods Market website to add ingredients to your shopping list.

  

As Jeff Jenkins, Global Executive of Digital Strategy and Marketing at Whole Foods Market said at the MobileBeat 2016 conference, “We are living in the ‘expectation economy,’ where consumers expect to have information at their fingertips, and we want to keep innovating to meet our customers where they are.”

Virtual Reality

While it might seem too complex for brands to take on right now, virtual reality might not be as far off as you’d think.

“We’re likely going to see an improved adoption of virtual and augmented reality soon,” says Bodnar. He predicts that the next Apple phone will be a big step forward in that arena, opening up that technology to a much bigger audience. 

Consider this: Forrester estimates that 14.8 million units of mid-priced (phone-based) VR headsets will be in use in the US by 2020. As such, some major brands are diving in already.

Forrester’s “The Coming Wave Of Virtual Reality” report shares that Chevy brought 360-degree cameras to New Zealand to film its cars in VR, resulting in the Chevy Go Drive campaign that allows customers to experience the product in showrooms.

Unilever CMO Keith Reed is also on record saying that VR content is in the works, even though he knows the consumers aren’t quite ready for it. “We’re very much seeing virtual reality as a big, big opportunity,” he tells CNBC.

And Marriott Hotels bought in a while ago, too, with its “VRoom Service” offerings at select locations. Guests are able to borrow Samsung Gear VR headsets, which are preloaded with travel experiences.

360-Degree Live Video

Video content is already king, so it’s no surprise that 360-degree live video is generating a lot of content marketing buzz.

“Just like YouTube and various other online video channels has created content and stars, I envision the same happening with 360-live videos,” says Weissman. “No doubt brands will ultimately want to be able to sponsor content, influence product placements, and run ads into the space.”

The question will be whether or not it’s worth the investment at this point, since technology is still pricey. Google is trying to prove the value of 360-degree live by offering up a case study with Columbia Sportwear, in which two versions of a 60-second spot were created. In one version, 360 Live video was used, while the other was a typical video ad. Results indicated that the newer technology encouraged more click-through, interaction, and shares.

In the meantime, traditional publishers are enhancing their content offerings through 360-degree live, such as the New York Times’ “The Daily 360” hub. The concept is to literally bring audiences into an immersive experience to better tell stories.

National Geographic was the first to present a Facebook: Live 360 video, when it streamed from the Mars Desert Research Station facility in Utah. The video has gotten 2.5 million views thus far.

In a press release, Facebook said that that more pages will be able to publish on Facebook: Live 360 content in the next few months, and the feature will be opened up to all by early 2017.

Will These Technologies Work for Your Brand?

For content marketers with lean budgets and resources, launching a VR or AI campaign might seem a bit unrealistic. However, as these brands have shown, these technologies are becoming more accessible at break-neck speeds.

Should you decide to forge ahead in one or more of these areas, Bodnar says to ask yourself these key questions before diving in:

• Is my market likely to use any of these technologies? Which ones? For example, many B2B firms (including Hubspot) are using chatbots to give customers more access to answers they need on the spot.
• Where the gaps are in your current performance, and what do you want to improve upon? Whether it’s a more personalized customer journey or community building, figure out which of the above technologies can help.
• Which of these technologies am I most likely to be successful in? For instance, if you don’t have access to (or the budget for) video equipment or on-air talent, it will be harder to be successful with 360-degree live video.

New technologies will always be emerging and changing the way people communicate. At the end of the day, says Bodnar, a successful content marketer is not someone who obsesses about keeping up with technology, but one who continually seeks new ways to create more value for their audience.

CMO's Guide to Chatbots

Kik Bot Shop Credit: Courtesy Kik Interactive

Chatbots are the next phase in the migration from a desktop-dominant world to a mobile one. While bots are still nascent, as technology improves they are poised to replace brand websites and individualized apps.

Of course, chatbots aren't a new phenomenon, but they generated buzz this year when Facebook opened its Messenger platform to third-party developers. Facebook went from having zero bots in February to 18,000 by July, according to research firm Forrester. And in the first seven months that Kik introduced promoted chat, its 200 million registered users exchanged 350 million messages with bots.

Messaging apps are gaining in popularity, especially among younger consumers, as app fatigue settles in elsewhere. Consumers use only 25 to 30 apps on average each month and spend 88% of their time in just five downloaded apps, according to Forrester.

Do's and Don'ts >>

As brand apps lose their luster, marketers need to reassess how they connect with consumers in a mobile-first world. Chatbots are one way they can speak with consumers one-on-one in a place where they are already spending the bulk of their time.

"Chatbots will replace the search window," said Will Wiseman, chief strategy officer, PHD U.S. "There will be a rapid decline in app usage. The last three years, we have gone from brands' desire to have mobile-friendly websites, then apps, and [we] now expect to see app activity get cannibalized by bots."

But before you get chatty, here are some basics on bots.

What's a chatbot?

A chatbot is an application typically powered by artificial intelligence that is designed to simulate a conversation with another human.

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What are the benefits of bots?

Bots allow for a two-way, personalized interaction between the consumer and a brand and provide an ease of access and immediacy that can't be achieved via email, filling out a form on a website or even through tweeting, said Jeff Malmad, managing director-head of mobile and Life+ at Mindshare North America.

But the benefit of bots isn't necessarily to reach a large audience. While scale will likely come, Mr. Wiseman said right now bots are most useful to provide brands with data to help them better understand their consumer.

Are bots right for my brand?

Service-oriented brands stand to benefit the most from bots. Travel companies such as airlines and hotels can use bots to streamline the process for booking a flight or room.

Bots can also be beneficial to categories that are more reliant on curation like fashion and home goods, Mr. Wiseman said. For purchases that are typically research-intensive and require digital tools and additional content, bots can help expedite the process.

And for brands where customer service is notoriously difficult, bots can lighten the load of customer service reps and alleviate consumer irritation.

"Look at your current digital assets. If your brand is constantly communicating back and forth with the consumer, a bot may be a good option," Mr. Malmad said.

How can I use bots?

There are three primary ways brands can use chatbots: to provide content, facilitate a purchase and connect with consumers, Mr. Malmad said.

News organizations like CNN are using bots to serve relevant articles to users. Instead of going to the site every day, users can receive pushed content that interests them right in messaging apps.

Bots also allow consumers to make purchases directly in messaging apps. Pizza Hut, Taco Bell, Burger King and Domino's Pizza have used chatbots to allow customers to order food.

According to a survey from DigitasLBi, 37% of people are willing to make a purchase through a chatbot and would spend an average of about $56 per purchase.

And live chats with customer service reps that have historically occurred on a desktop can now take place with a bot.

While utility bots are probably the most relevant, there are other creative ways to use the technology.

CoverGirl is experimenting with bots that emulate social influencers. The makeup brand created a chatbot version of Kalani Hillker, one of the stars on Lifetime's "Dance Moms," that was designed to mimic her real conversational style. Mattress startup Casper built a chatbot for insomniacs that's only available between 11 p.m. and 5 a.m.

Who is the audience?

"Bots typically attract a younger, more tech-savvy consumer who is just as critical as they are delighted by innovation," PHD's Mr. Wiseman said. This audience is also more apt to do some digging to find the bot. According to the survey from DigitasLBi, nearly half of millennials have or would be willing to receive recommendations from a chatbot.

What's the downside to bots?

In this early stage, there are still plenty of limitations to bots.

The technology is not developed enough to enable effortless dialogue between human and bot. Conversations mostly rely on scripted dialog and require some human intervention. The more bots are used by consumers the smarter they become, but this process takes time and will result in some mediocre or downright bad experiences for the consumer in the process.

And there's always the risk of getting punked. Some consumers test the boundaries of the technology by trying to get bots to say something profane or respond to something silly, Mr. Wiseman said.

That happened last March to Microsoft's Twitter chatbot Tay, which was designed to mimic the language patterns of a 19-year-old girl. Twitter users tricked the bot into making sexist and racist remarks, and Microsoft was forced to pull the plug on Tay less than 24 hours after it was introduced.

But Microsoft is trying again with a new Kik chatbot called Zo, which won't talk politics and avoids racism. The company said its goal for Zo is to advance the conversational capabilities within its AI platform.

What platform should I use to host my bot?

There are plenty of messaging apps that welcome third-party developers, the most prominent being Facebook Messenger. There's also Kik, Telegram and Blend, among others.

The platform you choose to host your bot depends on the type of customer you are trying to reach. Kik, for example, is associated with a younger consumer, with its sweet spot between the ages of 13 and 17.

Facebook already has a large user base to on-board to Messenger. It also has a plethora of data at its disposal to facilitate natural language.

Another option is virtual assistants like Amazon's Alexa, Microsoft's Cortana and Google Assistant. Brands can build a skill for Alexa or partner with Google Assistant to supply content. These platforms are a good entry point but don't necessarily offer a deep level of interaction with consumers.

How do you measure the success of a bot?

Bots offer plenty of analytics for a brand to assess such as engagement levels, conversation length, sentiment analysis, response rates, bot mentions and clickthrough rates. This can allow marketers to close the loop on engagement and sales.

Do's and Don'ts

Don't create a bot just for the novelty of it, advises DigitasLBi CEO Tony Weisman. "Bots should be an extension or better manifestation of your promise to consumers," he said.

Bots shouldn't just be part of your media strategy, Mr. Weisman added. "You need to think laterally in the organization," including involving customer service and e-commerce departments.

The bots that do well are the ones that have a finite number of options to chose from, which are easier to automate, said Akash Nigam, CEO of the messaging app Blend.

And avoid gimmicky content, Mr. Nigam added. "These audiences are OK with having a third party within a chat group. It doesn't matter if it is a brand, as long as it is relevant and valuable content," he said. —Jeanine Poggi