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Life Beyond Email: Chatbot Marketing
Article

Life Beyond Email: Chatbot Marketing

Whilst other channels are continuing to deliver diminishing returns, there's a new medium for marketers to utilize to reach their customers: Chatbots.

Matthew Barby
Matthew Barby, 2020
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Editorial Rating

9

Qualities

  • Applicable
  • Concrete Examples
  • Engaging

Recommendation

Chatbots, introduced just a few years ago, have already become familiar tools in customer service, and their capabilities and popularity are only increasing. Marketers who aren’t yet up to speed on chatbots will appreciate Matthew Barby’s clear and useful primer. Serving as the director of acquisition marketing at HubSpot, co-founder of the SEO community Traffic Think Tank and co-host of the Decrypting Crypto podcast, Barby concisely explains how chatbots work, the steps involved in building one and some convincing reasons why you should.

Summary

Chatbots offer a fresh, versatile, easy-to-use and potentially free channel for reaching customers and building a brand.

Because of channel fatigue – every channel, even high performers, will see diminishing returns sooner or later – marketers need to be looking for new channels constantly. Facebook pages and traditional email have clearly been declining in reach. Chatbots offer an exciting alternative for reaching consumers and building a brand. Chatbots are rule-based services, some employing artificial intelligence with which users can chat on any of the familiar chat products. Funnel-related examples of how chatbots can work include allowing users to opt in to a newsletter...

About the Author

Matthew Barby is director of acquisition marketing at HubSpot and co-founder of Traffic Think Tank, a private membership SEO community. He also co-hosts the Decrypting Crypto podcast.

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