latest trend in marketing is using AI and machine language based application software. bots are the new stars for companies being their brand personality builders. in the slides we would learn the basics of bots and their usage in marketing fields. they definitely have demerits but evolution is still on and the best bots are in their making. the bot applications have changed the strategy making principles of many companies and have made the environment competitive as well as trending.
2. WHAT IS BOT
MARKETTING? Software application for automated task
completions on internet
Bot + artificial intelligence = seamless
user experience
New marketing channel to personalise
services/products
Easy, quick and traceable communication
Bridging invisible gaps between brand
and customers
Trending marketing style
3. TYPES OF BOTS
GOOD BOTS
Chat bots
Crawlers
Transactional bots
Informational bots
Entertainment bots:
Art bots, Game bots
BAD BOTS
Hackers
Spammers
Scrapers
Impersonators
4. BOT INTELLIGENCE
Framework to build simple to sophisticated
conversationalists.
Cognitive service provide bots ability to
“see”, “hear” and “interpret” human
interactions for a required reaction.
It provides a customised humanly side to
marketing moves.
Potential platforms as: skype, facebook
messenger, mails, websites, apps etc
5. COMPLEXITY OF BOTS
Script bots:
Simplest
Pre-determined, limited interaction
Out of script queries result in failures
Smart bots:
Advanced machine language and AI
Interprets most commands and queries
Passes the chat to human after increased complexity in
interactions
Intelligent bots:
Diverse, rapid evolving bots
Has rare human interventions
Tesla’s self driving cars are an example of the complexity of this
bot system
6. DEMERITS OF BOTS
Too mechanical for customers : repetitive
and irritating for customers
Risk of phishing attacks
Time consuming results leading to
confusion in buying decisions
Displace low level human workforce in
future
Database handling issues
Trust issues between customer and bots
7. MERITS OF BOTS
Mostly a cost effective marketing technique
Smarter way to deal business
Traceable communications and dealings
Quick solution to any query by customers
Reduction in repetitive buyer seller interaction
Effective way to provide information
Most competitive strategy to win in market
8. APPLICATIONS
Apparel company H & M quizzes customers
on their style preferences before suggesting
them.
Disney before launching “zootopia” created
buzz using bots for interaction between the
characters and customers.
News network CNN uses bots on facebook
messenger to drop in headlines to be
followed on their site.
Tacobot on slack by the food outlet taco bell
helps customers customize and order lunch.
Ebay currently has the shopbot that notifies
customers on best deals.