How books publishers can add bots to the marketing mix
May 15, 2017
Recently our head of audience Grant Heinrich spoke to the Bookseller about how book publishers could (or should!) use bots.
"Unlike email or social marketing," he said, "bots are a two-way conversation. The user talks, the bot responds; and each continues to respond to the other until the user has had enough. That kind of back-and-forth feels more like a sales conversation than a blast of marketing. Which means sales techniques are useful to build into bots: particularly, steering the user to ask the “right” questions.
Why are businesses so keen on using chatbots? Instant engagement with customers is key, as is the ability to communicate at scale and, hopefully, resolve relatively simple queries without human intervention.
"We want to be the new ecosystem of developers, just like we’ve done for Facebook Canvas, like we’ve done with Messenger and Facebook login. And I think Workplace and Work Chat in particular, with the platform we launched at F8, is the next one"
“You have to take a 500-word news article and think: If I was to see this in the form of a series of message alerts, what would I want to see and what would I leave out? That’s a different way of thinking about journalism.”