Ultimately, though, we are all seeking answers. For businesses and large enterprises, that means hundreds of thousands of happy, confused, or infuriated consumers asking and demanding resolution to their comments, complaints, and questions.
Businesses have been relatively proactive, with “content marketing” becoming a key component of the marketing & promotional mix. Initially published on brand or business sites for consumers to stumble upon, content has moved from a push to a pull model, with search, email, and social channels becoming a two-way street – driving what we now call “conversational marketing.” And with the advent of artificial intelligence (AI) like IBM Watson, consumers are increasingly communicating with “bots” and computers rather than humans.
Does the human element remain necessary, or can machines learn to act with clarity and empathy?
Download “Redefining the Lost Art of Conversation” by Philip Kinzler, Product Marketing Lead at IBM Watson Advertising, to learn more.