Beyond Bots: why brands must establish relevant conversations
Brands will soon have to think more about crafting conversations and less about designing messages, explains Niklas Zillinger in this guest post.
We all know there is a paradigm shift emerging that will re-define how we interact with computers.
More than 20 years ago a keyboard and a mouse enabled us to interact with personal computers. Roughly 10 years ago touchscreens made it more intuitive and we went mobile. And the next interaction paradigm will be about natural language. It will enable us to interact with computers in a truly human way.
Humans are communicators, so it’s no surprise that messaging apps have become so successful. With a year-on-year growth rate between 19% (KakaoTalk) and 60% (WhatsApp) messaging apps represent six of the 10 most used apps globally.
These platforms are evolving into central communications hubs, surpassing major social networks when it comes to user activity (figure 01).
The old conversation chestnut – very 2010.
As social found out, customers don’t want to have conversations with 99.9% of brands.
Different technology – same outcome.
Nice post.
Whatever the technology, brands must accept their value has never been just in the story they tell but in the way they behave.
Now there’s simply more ways for consumers to experience that.