It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Conversations have always been at the heart of customer service and brand engagement. But the proliferation of digital technology, mobile devices and now messaging apps have brought a new age of direct commerce to life, making it possible for brands to engage in more personalised dialogues with customers anywhere and anytime.
Businesses are increasingly integrating mobile chat and messaging services such as WhatsApp, Sequoia, Telegram and Facebook Messenger into their offerings so customers can do anything from ordering food and buying products to texting directly with businesses in real-time. Other mobile plays, such as Slack’s ‘Slackbot’, offer a conversational interface that, while purely bot-driven, can be customised with the tone and feel of a brand.
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