Your client wants to be heard, not convinced: the role of conversational marketing in the new era of experience

Marketing has always been a one-way street: brands spoke, consumers listened. But that has changed. Today, the consumer wants to talk & not be interrupted. This change in behavior requires companies to rethink their way of communicating. It is in this context that conversational marketing arises: an approach focused on real-time, personalized and scalable dialogues, which connects brands and people with more relevance.

According to a Juniper Research study released in July 2022, global spending on conversational commerce (c-commerce) is forecast to grow nearly sevenfold, reaching approximately US$ 290 billion by 2025.

According to McKinsey & Company's “Next in Personalization 2021” report, 71% of consumers expect personalized interactions, and 76% feel frustrated when this does not occur. Additionally, the same report indicates that companies adopting personalization strategies can achieve an increase of up to 40% in revenue.

Personalization, by the way, is one of the great differentials of this approach.With the use of data and artificial intelligence, companies can adapt their messages and offers to the individual preferences of customers, creating a more relevant and efficient communication.

Magazine Luiza, for example, one of the largest retailers in Brazil, uses artificial intelligence in its virtual assistant, Lu, to offer personalized service via WhatsApp and other digital channels. The assistant answers questions, assists in the search for products, recommends offers based on customer purchase history and even facilitates payment via chat. This model reduced response time and increased the conversion rate of customers who interact via chatbot, showing how customization and automation can drive retail results.

For Luan Mileski, head of product and business at IRRAH TECH, the efficiency of this strategy goes far beyond agility in service. “I see the impact of the well-implemented approach daily.Talking to the customer is not about responding fast, it is about understanding what he really needs. When the company listens intelligently, conversion happens naturally. Technology alone does not sell. Who sells is active listening, empowered by the technology”. 

Automation also brings scalability. With a structured system, companies expand service capacity without raising operating costs. The “Next in Personalization 2021” report shows that 71% of consumers expect personalized experiences, making clear the demand for customized interactions.

And how to integrate conversational marketing with retail? The efficient implementation of conversational marketing requires planning. Baleco highlights some key points: the

Channel definition: WhatsApp Business, Facebook Messenger, Instagram Direct and automated SMS are some of the most used tools for direct interactions with consumers.

Intuitive flow creation: Conversations should be natural and fluid, reflecting the language and needs of the target audience.

Clarity in goals: Each interaction needs to be aligned with the company's business strategy, ensuring efficiency in service and positive impact on sales.

Automation with customization: AI can optimize processes, but it is critical to maintain a human touch to generate more authentic connections.

Monitoring & improvements: Constant monitoring of interactions allows adjustments and improvements, ensuring that the strategy remains efficient and relevant.

The combination of artificial intelligence with human service not only makes companies more efficient, streamlining processes and reducing costs, but also enhances the customer experience. This integration ensures more personalized, resolutive and humanized interactions, creating stronger and lasting connections with consumers, ensuring a more fluid and satisfying experience throughout the entire” purchase journey, concludes Baleco.