Using Chatbots to Maintain an Effective 24/7 Marketing Presence

By Spencer Hulse Spencer Hulse has been verified by Muck Rack's editorial team
Published on February 14, 2023

Chatbots have been around since the 1960s, when programs were created to simulate conversation. However, it wasn’t until the advent of artificial intelligence (AI), natural language processing (NLP), and machine learning that they became what they are today. Now, the technology has matured, and it is seeing use in a variety of ways, including marketing.

“By integrating chatbots into your workflow, you can optimize time-consuming and unprofitable tasks so that human employees can dedicate their efforts to more meaningful and financially rewarding activities,” says Rudy Mawer, “AI and chatbot technology has advanced to such a degree that it’s nearly indistinguishable from communicating with an actual human.”

Chatbots Meet Customer Needs

The digital age has ushered in numerous innovations, but it has also led to just as many expectations. One expectation held by many customers today is the ability to do things whenever they want — without delay. That includes looking up information, making purchases, and receiving support.

However, those expectations are not always met, and when a business falls short, customers will often start looking for alternatives on the spot. Because of that, businesses that do not offer a 24/7 channel of communication to meet customer expectations risk losing to a competitor that does.

It is particularly difficult for businesses to meet those needs when they require human labor, which was the case for a long time with customer service and support.

Customer Service and Support

Chatbots can easily handle customer service and support, answering common customer service questions and freeing up human representatives to focus on complex tasks.

They can also provide instant support and resolve issues, leading to improved customer satisfaction. Moreover, they are only getting better, to the point they can hold a conversation and perform some of the more complex tasks themselves.

Lead Generation and Qualification

Lead generation is a vital part of any business, especially when it comes to growing and expanding a customer base. It uses a number of tactics and channels to create a pool of qualified leads, including things like email marketing, social media advertising, and SEO.

Chatbots can help with the process by gathering information about potential customers and qualifying them as leads. It usually involves the chatbots asking questions and collecting information to find out whether a potential customer is interested and whether they will be a good fit for the company.

Personalized Marketing

Personalization is a major part of any marketing tactic today. People want to feel special, and one way to do that is to present them with what they like. Chatbots help make that possible by gathering information and using it to personalize their interactions with customers.

An example is a chatbot making a personalized product recommendation based on a customer’s previous purchases, interests, or behavior. The approach leads to increased engagement and sales, and it can be used in multiple ways.

Event Promotion

Chatbots are growing more capable, which makes it possible to hand over promotion and management of events like webinars and trade shows. They lack the flexibility of humans, but they are incredibly capable when it comes to providing information, answering questions, and taking care of registration.

Content Marketing

Content is perhaps the most important part of any marketing campaign, whether it be a few well-crafted words or an engaging video. Chatbots help marketers get the most out of their efforts, doing things like delivering daily newsletters or giving interested users more information about a particular piece of content.


Chatbots can be integrated with e-commerce platforms to assist customers, making the shopping experience smooth by providing whatever help is needed at the time. That includes:

  • Helping customers find products
  • Placing orders
  • Tracking shipments
  • Answering questions
  • Providing recommendations

If the shopping experience is not smooth, many customers will go elsewhere or stop shopping altogether. The same is true if a customer does not feel confident in their purchase, which is why having chatbots to handle any concerns at any time can be so valuable.

Surveys and Feedback

Gathering feedback and conducting surveys can be tedious, but it is an important part of figuring out which marketing efforts are working and which are not. Using conversational language and interactive questions, chatbots can make surveys more engaging and increase participation rates.

Social Media Management

Social media is a massive part of any business these days, so much so that some companies are completely moving their company from websites to social platforms. There are also more and more people turning to social media to find out more about a company and get customer support.

Integrating chatbots with social media platforms will allow them to assist with community management. Much the way they are used as support on a website, they can be programmed to respond to comments and messages, providing quick and efficient support and feedback.

By Spencer Hulse Spencer Hulse has been verified by Muck Rack's editorial team

Spencer Hulse is the Editorial Director at Grit Daily. He is responsible for overseeing other editors and writers, day-to-day operations, and covering breaking news.

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