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BizReport : Advertising archives : August 12, 2016

Expert: How marketing bots are impacting B2B, B2C brands

From cloud storage to automating campaign creative, more and more businesses are pushing the tech attached to their business. One expert looks at how marketing bots are impacting both B2B and B2C brands.

by Kristina Knight

While marketing bots aren't completely mainstream at this point, more businesses are looking into what bots can do to make their marketing job - from data collection to analysis - simpler.

"On the B2B side, we see really sophisticated customers using marketing bots to respond to leads faster. The most basic case of this, an automated email message telling you that your contact request is being looked at and someone will respond to you in 24 hours. More advanced companies will create a marketing bot that routes leads to sales reps through chat, wait for a response from the sales rep to accept the lead in 60 seconds, or move on to the next rep," said Nikhil Hasija, CEO, Azuqua.

Those who have already begun employing bots are seeing lead times dramatically shift, meaning they are getting in touch with interested shoppers quicker, which can help to increase engagement.

As for B2C, most are looking at bots as a way to better understand and interpret data.

"For example, we have one ecommerce customer that's using a bot to alert the engineering team when they get more than 10 support tickets about technical issues in a 60-minute period because this is a good signal that something is fundamentally wrong rather than just one-off customers experiencing edge cases," said Hasija. "We also see bots for monitoring inventory which can automatically remove items from a website when an item is out and contact suppliers to restock. Or bots that monitor for Twitter activity and automatically route support issues versus community engagement. We're just starting to see this type of automation be really leveraged for digital marketing so that possibilities still vastly outnumber what some companies are doing."

More from Nikhil and Azuqua next week, including tips to improve an automation strategy.

Tags: advertising, advertising automation, Azuqua, bot trends, bots, marketing bots

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