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Whilst other channels are continuing to deliver diminishing returns, there's a new medium for marketers to utilize to reach their customers: Chatbots. Companies are seeing response rates of over 80% right now - within the article you'll get an overview of chatbots, how you can build on for free and some hacks to start scaling up engagement within your own bot.

Idea to test from this article:

  • DG

    Dave Gerhardt

    almost 2 years ago #

    Couldn't agree more :)

  • PS

    Paul Shapiro

    almost 2 years ago #

    This is awesome and gets me excited about the future of marketing, but I worry about current adoption and usage among non-technophiles. Any thoughts on this? Or examples of chat bots that were successfully used by the common people?

    • MB

      Matthew Barby

      almost 2 years ago #

      This was a huge initial reservation of mine. I've been working on a test bot for my wife's food blog, just to test this out on a different audience than those that would read my blog (much more tech savvy). I ran an early test and was honestly blown away with how quickly people just picked it up and 'got it'. I had very few people get confused and the typical 'read rate' of messages was over 80%. And this was honestly a really crappy test.

      • JM

        Jordi Mon

        almost 2 years ago #

        Not my intention to contradict or point out Paul but, in fact, if I had a pre-concieved idea/concern... about how this would work on non-tech savvy people it would be quite the opposite: conversational interfaces are a pretty good way of solving problems with people that do not handle navigation - in its widest possible meaning - well. I'll need to back my opinions with data later (i.e. dive into Pocket) but I'd say that most of the digital population (tech savvy and non-tech savvy) are already used to conversational interfaces, the main problem here IMHO is handling frustration from the limits of coverage of the chatbots response, especially in chatbots that do not point to product pages, FAQs or a limited set of replies but to those that need to me more human in both language patterns and potential amount of replies.

  • NE

    Nick Eubanks

    almost 2 years ago #

    This is a brilliant strategy, clearly articulated by one of the most talented digital marketers today. Come thank me after you read it :)

  • RM

    Ryan McLaughlin

    almost 2 years ago #

    Wow, super well done Matthew! The chatbot search demand chart is an interesting one. Good stuff all around.

  • PC

    patrick coombe

    almost 2 years ago #

    My jury is still out on this for many industries, but I know this - there are many where it's proven to work for (as Mr. Barby laid out so eloquently) and big biz are throwing ads tons of $$ at it. Great post!

    • MB

      Matthew Barby

      almost 2 years ago #

      Ultimately, time will tell. For those industries where Facebook in particular isn't a great channel, it's going to be important for there to be a unified, cross-platform bot experience - in the same way that marketing automation has done this for web/app/email/social. I'm personally really interested as to where this goes.

  • KG

    Kieran Goodacre

    almost 2 years ago #

    Good work Matthew. The stats don't lie.

  • AA

    Alyssa Ackerman

    almost 2 years ago #

    I'm so happy you shared this. I've definitely felt frustrated by the over-saturation of channels and this represents an exciting new opportunity with a low barrier to entry. It's something people already use and engage with, so no behavior change is needed. Brilliant. I hope it doesn't get out of control the way email capture pop-ups have :).

    What are your thoughts on B2B application?
    Have you seen any powerful examples in that space?

    • MB

      Matthew Barby

      almost 2 years ago #

      Hey Alyssa, thanks for the kind words. I completely agree - I think that once this becomes more mainstream, marketers may abuse it (a la pop-ups) but I'd imagine Facebook and other messaging platforms will take measures to curtail it.

      Re B2B applications, I think there are tons - the biggest opportunity lies at the top of the funnel for information/education, but I've also seen some great sales enablement work done further down the funnel to get people to book meetings with sales reps, etc.

      If you haven't checked out Growthbot.org yet, then I'd recommend having a look at it.

  • ST

    Siddhesh Tiwatne

    almost 2 years ago #

    Brilliantly compiled article !

  • YT

    Yunus Taş

    almost 2 years ago #

    Great article, Thanks a lot!

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