Nowadays, everyone is throwing around words like artificial intelligence and machine learning, so much to the point since it’s digital, we should automate whatever we can. The question here is, can automation be adapted into brand awareness campaigns which are usually front-end person-to-person intensive?
To get us going in the right direction, brand awareness campaigns are executed to enable a certain community of people to know about a brand to develop trust. In the older days, these campaigns were done via mainstream media such as TV shows, radio broadcasts and newspaper columns.
Fast forward to today, we have the internet which has reached a global level of penetration, with platforms like Google and Facebook being used by billions of people worldwide. This also means that brand awareness campaigns must evolve from traditional guidelines to embrace the new world media.
The advice being thrown around for the online aspect of brand awareness campaigns is of automation. Businesses should automate initial replies to potential customers and created recurring campaigns as refocuses its targeting according to what it is learning from consumerism. However, is this automation beneficial as it is widely proclaimed to be, or is it just another marketing hype that reduces your customer’s interest instead?
One truth about doing any brand awareness campaigns online is that customers can enquire about the respective brand almost at any time in the day or night. The quicker the responses are, the higher the probability of these leads being converted to customers. The problem is, most companies work from morning till evening, so who is going to handle the after 7 pm questions then?
The answer here is automation. Picture it as your 24/7, non-stop answering robot that will do their best, within their limited knowledge database, to answer online enquiries as much as possible. By making sure the database is filled with the right Q&A questions, the chatbot can help reduce doubts and hesitation just like any other customer support staff. This, in turn, increases trust and brand recognition if done properly.
The main problem about automation within brand awareness campaigns is the lack of technical knowledge and familiarity of the question-to-answer logic flow. Your chatbot cannot answer questions that it doesn’t have within its database and it will irk your potential customers if they do not have the right answers right away (Typical first world problems).
Another secondary issue that might crop up is that your self-learning and adaptive online advertisements may stray off from the right path if your initial targeting of demographics and keywords are off track. This might cause unnecessary wastage of ad budget.
At the end of the day, automation for brand awareness campaigns is still useful as long as the team in charge keeps in mind to constantly update the database of information, both on the front-end and the back-end basis. Do drop us an email or message us via our social platforms to know more about integrating your current online brand awareness campaigns with automation today.
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