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Why Chatbots Now?

  • WHAT ARE CHATBOTS?

  • WHY SHOULD MARKETERS CARE?

  • HOW CAN IT HELP YOUR BUSINESS?


A chatbot is an intelligent agent that helps people create value for little effort. In the case of conversational bots, it’s communicated through a SMS messaging interface.


For marketers, chatbots provide an opportunity to reach millennials on the devices they use most: mobile. Additionally, chatbots allow self-service oriented consumers to get answers to their questions very quickly without having to navigate websites searching for information or products.


By making it easier to consumers to shop, especially on their mobile device, chatbots can drive additional revenue growth and provide a competitive differentiator.

ANA Marketing Futures focuses on the innovations and trends that will shape the future of marketing to prepare brands for the challenges and opportunities that lie ahead. Chatbot technology enables companies to bring the experience of an immediate, one-to-one conversation to scale, with a wide range of functions from customer service to companionship. We spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend.

Chatbot Expert Insight

"What’s generally missing when it comes to these types of projects is a true focus on the end user. What is the pain point that a chatbot is going to help alleviate?

 

It’s got to start there, because if there is no reason for the user to use it, then there’s going to be no engagement for us to measure and draft for the next round, and figure out how to iterate on it."

Brendan Bilko

Co-founder and Head of Product and Creative
Dexter

Chatbot Expert Insight

Brendan Bilko

Co-founder and Head of Product and Creative

Dexter

"What’s generally missing when it comes to these types of projects is a true focus on the end user. What is the pain point that a chatbot is going to help alleviate?

 

It’s got to start there, because if there is no reason for the user to use it, then there’s going to be no engagement for us to measure and draft for the next round, and figure out how to iterate on it."

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content 

Want to take a deeper dive into chatbots? ANA Members have access to brand stories, case studies, and expert webinars you won’t find anywhere else.

BotBot

ANA. December 2017

Chatbots can help companies build stronger customer relationships and drive revenue, but many small businesses don’t have the time, money, or technical know-how to build a chatbot from scratch. Reply AI created an accessible way for all companies to leverage this emerging technology. Through Facebook Messenger, Reply AI’s “BotBot” worked with companies to create custom chatbots for business Facebook pages.

Using Chatbots to Drive Mobile Sales

ANA. February 2018

Customers spend all day on mobile, texting, DMing, and messaging on social media. Chatbots offer an exciting opportunity for brands, a way to appeal to tech-savvy customers by providing one-on-one, real-time conversations. Finally, there's a formula for using bots to drive real, measurable sales.

Chat Yourself

ANA. December 2017

There are 9.9 million new cases of Alzheimer's disease each year. The amnesia associated with the disease causes confusion and progressively leads patients to become reclusive. Italia Longeva, the national Italian research network on aging and active longevity, wanted to improve the quality of life of Alzheimer's patients. It was particularly interested in helping sufferers in the early stages of the disease when they were still living full lives. The organization created a chatbot messenger called “Chat Yourself,” which housed a database of information on sufferers’ lives to feed back to them when needed. It could help patients remember things by essentially having chats with “themselves.” 

Be sure to visit our full chatbots content library for more great resources!

Get ANA's Chatbots Report

A chatbot is a computer program that engages in one-to-one communication with humans through a desktop, text message, or even voice interface such as Apple's Siri.

 

ANA Marketing Futures surveyed marketers across industries, and captured key statistics, expert perspectives, and brand use cases in a comprehensive report which explored the implications of chatbots on marketing.

Download the full report today!

Download the full report today!

ANA Marketing Futures: Our Story

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the ANA tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business. 

About the ANA

The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes nearly 2,000 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually.

 

Learn more at ana.net

 

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