Are Chatbots the Next Big Thing Your Business Should Get Behind?

Maybe you’ve heard the news: chatbots are becoming ultra-popular among e-commerce businesses. The dawning of the chatbot era may very well be upon us. More and more companies have begun developing chatbots of their own, customizing their behavior to increase sales, solve customer support challenges, and try to get closer to the customer.

This is happening not just among e-commerce companies, but across almost all other verticals. From health insurance companies to automotive manufacturers, chatbots appear to be invading the digital landscape. But are they here to stay? And, if they are, should your business get going on having your chatbot developed? We probably wouldn’t be asking these kinds of questions if chatbots hadn’t already proven themselves to be effective tools for so many; they’re here to stay.

A.I., Purposefully Repurposed

Since the term ‘chatbot’ was coined in 1994, this unique method of interfacing with customers has spawned a thriving cottage industry complete with niche companies dedicated to the strategic use of AI-assisted conversational programs that mimic the function of a human being. Amazon’s Alexa and Microsoft’s Cortana represent two fantastic examples of high-quality chatbot-based customer interaction systems that have enjoyed broad adoption among their target user base. What has made them such exemplary successes has to do with their usefulness for the customer combined with their integration with so many different platforms and applications for use.

  • “Alexa, what’s the weather going to be like tomorrow?”
  • “Cortana, find me a good recipe for banana bread.”
  • “Ok, Google – what was the top pop song in the summer of 1997?”

With the advent of fancy AI programs, conversations between humans and computers are taking off with unprecedented velocity. Digital marketers are falling all over themselves trying to get in on the action, too, because chatbots and AI-assisted customer portals are easy to sell. They’re still fairly new within the overall timeline of the internet, so they’re still drawing quite a bit of attention from companies who want to gain an edge with their online presence.

Charting New Territory

Should you consider developing a chatbot for your business? Is it worth the investment? Building chatbots for a specific purpose can be a complex and time-intensive effort, or it can be remarkably simple, depending on what you’re after. The most common kinds of chatbots used today are inbound message handlers, set up with four goals in mind:

  • Connect. Good chatbots facilitate a connection between a business and its customers.
  • Understand. The chatbot must be able to obtain user input from the user effectively.
  • Refine. Based on preset conversation paths, the chatbot should be able to refine its communication based on continued user input.
  • Deliver. Chatbots need to be able to provide real utility to the user through the delivery of information or the completion of a task, like booking a reservation or scheduling an in-person meeting.

There are chatbot builders that can be used to develop chatbots on the cheap, but their functionality is limited, and you might be less than impressed with the final product. If you do decide to invest in a chatbot for your business, know that you’re not alone – chatbot development and adoption has increased more than five times from January 2017 to January 2018. It’s time to get on board with chatbots or be left behind.

We are living in exciting times, and Altitude Agency is committed to staying abreast of the latest and greatest developments and leading-edge ideas in digital marketing. To begin crafting your online branding strategy, contact us today.

Google Serves Up a New Way to Verify Your Online Presence

If your business has a website, YouTube channel, or any other online asset, it’s probably something that can be located through a web search using Google. As sites and online media get more and more popular, Google assigns them a Knowledge Panel – a quick, at-a-glance window of key facts related to whatever search term was used.

Search users rely on the Knowledge Panel to get basic information about a business, from operating hours to consumer reviews, and more. Google often uses site metadata, index pages, or other site pages to derive this information – but, it might not always be accurate.

Verify to Modify

The information contained in the Knowledge Panel for your business may not contain the most up-to-date facts about who you are as a company. This can hurt your brand and create confusion among your customers, but it’s avoidable through verification and modification of bad data.

Once you verify your authority to manage your online presence through a simple verification process administered by google, you’ll be able to suggest changes to your Knowledge Panel, including the graphics that are used in its presentation to the search user. Here again lies another opportunity to improve your branding message.

Keep in mind that your communication to Google about your Knowledge Panel is just a suggestion, but when suggestions come from verified accounts, they carry a lot of weight.

The steps involved in verification are easy. Just…

  1. Find yourself or your business online using a Google search.
  2. Locate the Knowledge Panel with key information about your business.
  3. Click on the link next to the text, Do you manage the online presence for [name]?
  4. Go through the verification steps.
  5. Submit your change recommendations.

Google has stated that the entire process shouldn’t take longer than a few days, and most recommendations from verified online presence managers are evaluated within 24 to 48 hours of their submission.

Broaden Your Reach with Smart Site Strategy

Utilizing the Knowledge Panel to improve an online company profile  is only one of many ways Altitude Agency can help to leverage the power of thoughtful digital marketing for our clients. Let us help you take your business to greater heights through SEO, content development solutions, and more. Get in touch with us today.