Conversational commerce is the term used for online business that’s supported by natural language technologies. Combining a strong visual interface with artificial intelligence (AI) in technologies from Google, Facebook and other messaging tools. Brands can now be more personal, helpful and relevant in their interactions with their customers.
Mobile brand apps are losing ground since their explosion in 2008, many apps are barely downloaded anymore and are losing engaged customers. Most consumers are overwhelmed by the number of apps offered and only tend to use the ones they really need. The top 10 of most used global apps are messaging apps. The biggest ones are Facebook’s WhatsApp and Messenger, which are currently mostly used to interact with friends and contacts. However there are many opportunities for brands using these apps to interact with their customer.
Conversational commerce is still in the early stages and brands are struggling with technology, design and creating the right customer experience through use of language and conversational set-up.
“Smart companies are already moving up the learning curve and building relevant marketing and IT skills. They stand the best chance of winning the next battle for the customer.”
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