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What do bots mean for digital marketing?
The Future of Digital MarketingJune 2016
Ashley FriedleinPresident, Centaur Marketing & Founder, Econsultancy
@AshleyFriedlein
1. BOTMANIA
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Facebook – Messenger, M etc.
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"Conversations as a platform [...] as profound an impact as previous shifts we've had."Satya Nadella, CEO, Microsoft
Microsoft – Cortana etc.
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Google – Allo, Assistant, Pepper etc.
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Why now the excitement around bots?
1. Cloud2. Artificial intelligence3. Natural language
processing4. Messaging explosion
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2. WHAT’S WHAT IN BOT
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Conversational Commerce
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Conversational Content
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Conversational Service
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Conversational Productivity
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3. AM I BOT OR NOT?
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But do people want to interact with bots?
• Would you trust a computer/bot over a human?
• Would you rather phone the call centre? Or write in with a letter?
• What about personal conversations? Better with the impersonality of a bot?
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“Siri is the most used virtual assistant, Amazon Echo is the most admired and Facebook M is the most anticipated” Adobe Digital Index, May 2016
Virtual Assistants’ popularity
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How should marketers approach bots?
• Beware ‘uncanny valley’• Be very careful of attempting ‘branded’ bots with
character, attitude, humour, feeling etc • For most… stick to service/productivity bots to start with• Bot maturity framework:
– Level 1 = functional request/response– Level 2 = scheduled tasks, assistive– Level 3 = predictive, smart
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4.FUTUREBOT
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What if bot you interacted with other bots? Or perhaps IoT devices? Facebot?
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“Push based alerts are evolving into notifications, into rich action based notifications, into bots.” John Borthwick, CEO, betaworks, March 2016
Thin media
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Why this is so relevant for (digital) marketing
• Anticipatory intelligence: pre-empting a customer’s actions before they do to deliver outstanding customer experience (CX)
• Personalisation at scale: intimate but automated (again to optimise CX)
• Experiential (fun, natural) but purposeful, useful, too – the killer blend for the future of CX?
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THANK YOU. QUESTIONS?
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