Have you already talked to a bot today? Nowadays, chatbots have become prevalent on most company websites, especially on those with a modern look. For companies as well as the marketing industry, this development enables new opportunities in customer orientation.
If you think of chatbots, you may also think of another component of modern digital applications: Artificial Intelligence. With the help of chatbots, the company EVO Creations operates in the field of Evolution Architecture & Dialogue Design and helps companies to fulfill their evolutionary purpose by developing A.I.-driven products and services. As a specialist for conversational interfaces with a background in marketing, CCO Moricz Kopitsch tells us what chatbots are all about and what they could contribute to the future of marketing.
What do chatbots have to do with Artificial Intelligence?
Many have nothing to do with AI at all. On the one hand, there is partial automation, called robotic process automation. This is found in most question-and-answer game, which works with most chatbots until the user asks a counter-question and the system responds: "Sorry, I don’t understand that". But this is the crux of the matter: Real conversation is a continuous flow of information that runs from one person to the other and also transports information between the lines. In an AI project, Artificial Intelligence runs through various training cycles until the chatbot responds adequately to 99.9% of the user’s questions.
In our psychological perception, the inhibition threshold to talk with an AI must be lowered as much as possible, so that we as human beings find it easier to pose a humanly formulated question to a technical system. Going one step further, we would already be talking about a cognitive intelligence. What science defines as consciousness simply cannot be achieved by Artificial Intelligence yet.
How can chatbots respond to people in an empathic way?
This is done by using Conversation Flows. Since we are talking about technology and therefore logic plays an important role, it is very much about anticipating which question might follow which answer and how I can lead the conversation. It also has something to do with psychology, because the user perceives that the chatbot accepts an answer to a question that was asked way earlier in the conversation. All this is connected to an understanding of language. In our company we solve this by working with partners from neurolinguistic programming.
How can the Content Marketing industry in particular utilize chatbots with AI?
The steps towards AI are the preparation of content in the structure of spoken language plus a clear understanding of the question-answer game. The major goal should be to create added value for clients. Ultimately, it depends on the Content Provider, their consulting services and the customer experience, whether a chatbot is successful or not.
The B2B debate is all about finding out where my consulting service leads in the end. Is it purely the production of articles for the communication channel, or is it about a service beyond that?
There is an essential differentiation factor between a conversational interface and all other content formats: One serves conversation and the other serves consumption. In the context of content production, you and the B2B client have to find out what the best use for the specific case is.
What is the difference between the production processes of Conversational Content and Consumption Content?
Much of what has been produced as Consumption Content can be translated into Conversational Content. But of course you have to consider how Conversational Content is consumed. Cutting an article into ten parts and using it with a chatbot possibly means a lot of text in the chat experience, which may require too much of users. It also depends on the users’ motivation – do they want to consume an article in a chat? Probably not. Often, audio snippets from a podcast offer a bigger benefit. Consumption happens quickly and easily and the inhibition threshold to click is lowered.
So it depends on the content one has available?
If you are at the starting point of deciding on one or the other direction of Content Production, it is essential to deal with this topic consciously. You must not to fall into the trap of using your means ineffectively, such as posting TV ads on Facebook. That just doesn't work out.
In Marketing this means: Don’t forget about the funnel. Which level of my marketing funnel requires which kind of content? And what is my goal when deciding for a type of content?
In the context of chatbots, many still neglect that after the customer has been guided through the funnel, service is the next crucial point. And this is where conversational interfaces and the automation of call and service centers come into play. Looking at marketing like it this today, you can assume that service will be the next stage in the development of marketing. Each of us sees so much advertising content day by day that the big differentiation factor will take place at the end of the funnel.
We would like to thank Moricz for this insight into the field of chatbots and the first glimpse into the world of Artificial Intelligence. We think that this topic could stay with us for a bit – probably with an article on the connection of Content Marketing & AI. We'll stay the course, I promise. And maybe we'll even try our hand at new technology ourselves. For now, we're experimenting with our faithful slack bot, who reminds us to bring coffee to in-house meetings ;)
Credit: © panuwat/Adobe Stock