Artificial intelligence (AI) is on the rise, and companies are harnessing this technology to improve customer service, reduce employee expenses, and more. AI is commonly executed in the form of online chatbots, or computer programs designed to mimic conversation with users.
Nearly 15% of consumers interacted with chatbots last year. These technological assistants help people gain information about products and learn more about brands while simultaneously assisting companies to engage with their customers. It’s a win-win on both sides of the fence. It only makes sense that chatbots have started to create an evolution in the marketing world.
It’s no longer just about having bots answer frequently asked questions; it’s about enabling them to interact with audiences in real time, ushering in an entirely new way people view customer service.
What Does This Mean for Marketers?
Pay-Per-Click (PPC) ads are getting chatty with their customers. They’re providing information, giving directions, and answering questions in ways the world hasn’t seen before. We’ve entered a new revolution where conversational display ads are empowering consumers and companies within single interactions.
What is Conversational Display Advertising?
In short, conversational display advertising enables advertisements to talk to people, rather than at them.
Advertisers are now able to facilitate real-time dialogue between their brands and audiences by way of AdLingo, a Google innovation. AdLingo’s job is to talk to people directly through online advertisements, keeping visitors engaged at the exact location where their interest was first piqued.
From a consumer perspective, this is outstanding because people can easily get their questions answered and learn more about brands without doing a ton of extra searches.
From a business perspective, marketers are able to see clicks, impressions, and vital user-engagement data, including time spent within chat conversations.
How AdLingo Creates an Interactive Customer Experience
Conversational display advertising starts with an online advertisement, which, on the surface, looks like any other online ad. Upon further inspection, these ads include a text field near the call-to-action.
This text field is vital; it enables people to correspond directly with your brand, sending questions or concerns to a bot that will engage with them right then and there.
Your customers don’t need to pick up the phone or send an email. Thanks to technology, your audience can immediately engage with your company and get the information it needs quickly and seamlessly. Consumers appreciate time-saving alternatives to traditional information gathering. The easier you make this process, the more likely you are to attract paying customers who will push their way further down your sales funnel.
How AdLingo Benefits Brands
There is a reason people are interacting with display ads. Besides the fact that they’re incredibly convenient for consumers, they’re filled with options that allow marketers to make visitors’ experiences even better. By gleaning the data that comes from chatters’ questions, your business can begin to create content that makes it easier for people to access the information they’re looking for. Pay attention to the questions that are being asked of your bots. Understand how people found you in the first place and strategize to provide answers that can fulfill inquiries before they’re even asked.
The easier you make the research process for your prospective customers, the more likely they are to put your brand at the top of the list when it comes time to make a purchase.
Need some more proof? Conversational display ads:
- Keep customers from searching on your competitors’ sites
- Make people feel heard
- Allow you to dictate your messages in a way that makes sense to your customers
- Optimize interaction and engagement
- Provide data analytics that bolsters future marketing campaigns
The best conversational display ads align with your business’s personality to deliver a positive, unique user experience. Connecting your company’s marketing initiatives with your brand’s mission, voice, and customers’ underlying needs enables you to talk to people when they need to be heard. This is your time to listen.
Does AdLingo Require Additional Elements?
To use interactive Google display ads, you’ll need to have a conversational assistant in place that integrates with AdLingo. Currently, AdLingo interfaces with products from Dialogflow, Blip, LiveEngage, and Microsoft Bot Framework. Customer–service-only conversational assistants built from other companies won’t work with AdLingo at this time.
What About Privacy Issues?
With AdLingo, consumers can interact directly with your ads. In the interest of privacy, no chat transcripts are retained within AdLingo and your customers can decide whether to save and store chat data.
Interested in integrating conversational display advertising into your marketing strategy? Our team at Zero Gravity Marketing can help. Contact us today to get started!
