Less than half feel they know how to use these tools to engage with customers.
Brands have long had digital communications channels to interact with customers, such as email. But the recent emergence of chatbots and messaging apps has provided them with even newer tools, replete with their own benefits and drawbacks.
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Recent research from LiveWorld reveals that brands remain somewhat puzzled about the best way to use two-way conversation tools other than email. In fact, 48% of brand marketers surveyed by the firm in April 2017 felt that social media, chatbots and messaging apps were solid tools to engage with customers, deliver personalized messages and start individual conversations.
Or, in other words, more than half of marketers don't feel that way.
Marketers have so far used messaging apps, in particular, for customer service—55% of respondents said so. Fewer respondents (43%) used them for marketing purposes, and even fewer (27%) did so to put a shine on the customer experience.