Data has been a hot topic for many years now, with everyone from individuals to businesses aware of this important area. Especially for marketers, obtaining consumer data is paramount as this information is the key to everything from lead generation to generating revenue. On the other hand, consumers are more knowledgeable than ever and demand their privacy (or at least some power over it).
In addition, rules such as the EU GDPR (or General Data Protection Regulation) and Google’s decision to remove cookies from Chrome (which is 60% of the browser’s market share) have introduced new barriers for companies trying to reach customers.
Now, leading marketers are turning to conversation marketing to not only work around these obstacles, but also create meaningful communications that let consumers share data about themselves. These organizations use Spectrm, the call-based marketing automation platform that modifies the chatbot game.
Conversation marketing makes data more accessible
Spectrm is a platform that brands use to build engaging chatbots for conversation, which helps reduce manual labor while providing a fast and comfortable consumer experience. These chatbots can do everything from getting customers to help them make a purchase and even sell them with selected, recommended items.
By enabling call marketing via bots, customers can directly share information; this triggers a pleasant and personal experience for them and a data feedback loop that markets gold. In short, with conversational marketing, you continuously learn and understand what consumers want, directly from the source.
The need for first-party data
Getting first-party data ensures that you follow the rules and respect consumers’ overall desire for privacy – all the while collecting meaningful information that enhances the customer experience and your marketing performance (not to mention your earnings). With the continued rollout of products that help consumers keep their data safe, the old way of doing things is becoming obsolete. For example, Apple’s iOS 14 – with new privacy features that give users the power to control how apps access their data (location, camera, microphone, etc.) – already runs on almost 75% of all Apple devices. Now is the time to invest in a top-performing conversation marketing solution.
What is missing from your strategy on social media
Now that we’ve determined it’s urgent, let’s look at another important feature that Spectrm emphasizes: reaching your customers where they like to spend their time. Example: The Spectrm platform allows you to build bots that work on Facebook Messenger (the # 1 messaging app in the US) and Instagram, the perfect framework for conversation marketing.
As the BetterMe team states, Spectrm gives Facebook Messenger a chance to start conversations before a potential customer comes to your site or app. They explained: “The chatbot on Messenger allows us to engage customers right away and add value to them personally at a much earlier point in our marketing funnel.”
On the Instagram front, keep in mind that customers use this channel to find reliable product information and interact with brands (engagement is 10 times higher on Instagram than Facebook, FYI). Since 75% of consumers prefer to engage brands via private messaging channels over traditional channels, so you would be smart to automate your DMs.
The bottom line
Given that 92% of top marketers believe that first-party data is critical to growth, conversation marketing will become a strategic necessity in the years to come. With Spectrm, you know you’re staying GDPR compliant when you use AI to automate FAQ responses, provide personalized responses, and collect data that is critical to your targeting and audience segmentation success.
Get ahead of the game and explore the new marketing channels and revenue opportunities Spectrm can help you unlock.