Conversational marketing case studies
Conversational Marketing is an AI dialogue-driven approach using real-time conversations to engage and move potential customers through the buying journey. Conversation marketing case studies help us learn by best examples.
Most people think of conversational marketing as live chat, chatbots, SMS, and IMs. But, as these conversational marketing case studies show, it’s not the tactics. It’s a strategy to have 24/7 availability, know your audience and humanize your brand.
Here are 10 conversational case studies that speak results.
Conversational marketing case studies – 24/7 availability
BEHR PAINT: Adds additional brand content, and AI-powered conversations to enable real-time, one-on-one dialogue with its customers. This conversational marketing approach allows Behr to deliver unique paint color recommendations for each user. Results are: Over 10,000 one-on-one conversations between Behr and consumers, helping each user find their personalized paint color recommendation. 3.4X more time spent versus Google Rich Media interaction time benchmark. 108% increase in engagement rate versus IBM Watson Advertising Conversations benchmark.
CHARTER COMMUNICATIONS: Has 200,000 live chats per month. They don’t take user names and passwords in 38% of these chats. A chatbot takes over. It handles over 83% of communications. User names and passwords are taken. It’s 50% faster. Available 24/7. And has a 500% ROI within six months.
LORD OF LEGENDS THEME PARKS: Take a big hit in attendance during the pandemic. They step up customer service through conversation marketing. To enrich the experience at the park, they put a web widget on the web site. More than 85% of customer inquiries on the website are handled by AI Bots backed with conversational marketing strategies. Firstly, this results in 25% increase in conversion rates. Secondly, a 70% decrease in response time.
Know your audience
BABYCENTER: is one of the most trusted pregnancy websites. BabyCenter creates a bot on Facebook Messenger to drive website traffic to their website. It also provides an alternative content delivery system. The conversational marketing works. 84% of people read the message, and 53% of those who opened also clicked through to the website.
BEST WESTERN: Wants to reach traveler in travel mode. Consumers, ready to book hotels, are most interested in membership perks, discounts, and in-room amenities. A conversation marketing campaign is executed around peak holiday weekends. There is 2.2X more time spent with conversations versus Google Rich Media interaction time benchmark. 42 seconds average time spent within the conversations unit per session. 48.6% incremental lift in visits to Best Western locations versus those who had already planned to visit Best Western hotel properties.
DOUBTNUT: Is an educational platform provider. Students in need of guidance with STEM-related matters, upload pictures of their questions on the Doubtnut website or mobile app. They develop a WhatsApp chatbot to provide a seamless experience. Students send their questions via WhatsApp and receive links to five solution videos, with options in 11 different languages, in all of 10 seconds. The chatbot produces 95% user satisfaction rate, resulting in the number of daily users going up by 224%.
Humanize your brand
AMTRAK: Creates “Ask Julie” through an advanced AI chat plan. It gives customers a self-service option. Julie answers 5,000,000 questions annually. Bookings increase 25%. Revenue increases by 30%. Amtrak saves 1,000,000 in customer service expenses. The program has an 800% ROI.
COVER GIRL: Has a marketing mission tp make beauty approachable and accessible to all. The first chatbot “influencer” ever is launched by Cover Girl. It comes from Kalani Hilliker, a 16-year-old American dancer, model, and TV personality. The real Kalani has millions of fans sending her thousands of questions a week. Using the latest advances in AI, a one-on-one experience for fans based on Kalani’s unique voice is created. Then Kalani herself introduces products, shows how she uses them, and offers a makeup coupon – but only to users who express genuine interest in makeup. 91% of users “love’ the experience. 48% of conversations lead to coupon delivery and 51% of people click on the coupon.
MANYCHAT: Relies on an embedded sign-up form on their blog homepage to get newsletter sign-ups. ManyChat uses GIFs as a visual language. Using GIFs, the bot expresses different emotions throughout the flow relevant to a person’s actions. This visual language helps make a text-based conversation more funny, entertaining, and engaging. They give people more engagement opportunities after a conversion event. To maximize the bot’s impact, ManyChat offers people a variety of options at the end of the flow. People can click to go see case studies, sign up for a free account, or keep browsing the blog. The more interactive approaches boosts their email list by 50% in two months.
Do these conversation marketing case studies speak to the ROI to you?