A new marketing channel has been emerging over the last year or so, and this channel revolves around bots and intelligent agents.
These bots and agents includes voice-based intelligence like Google Home’s Assistant or Amazon’s Alexa, and chatbots that will interact through text conversions. Marketers are starting to plan their conversational strategies and logic for this channel.
There is yet another channel that is about to emerge, on that should be considered a sub-channel. It’s when the bot or agent, while fulfilling the needs of the human user, is interacting with another bot or agent instead of searching the web, a profile or knowledge base.
It seems that when we thought that digital marketing strategy has reached some stasis, it looks like we’re in for another major reinvention.
ArcTouch Chief Experience Officer and founder Adam Fingerman has predicted that in a few years, “most interaction will be conversational.” His company develops apps — and now bots — and he’s conducting a session on “Bot-to-Bot Marketing” at our MarTech Conference in May.
An example scenario might include asking Google Home to find a hotel room under $450 in Chicago near the Loop. Google Home searches the web, possibly including reviews on TripAdvisor.
To support this user-to-agent/bot interaction, Fingerman told me, “marketers will have to spend more time on reputation management” to mak sure that what Google finds is, for the most part, good. Hopefully, that will translate into being one of the top results, since a voice-based agent is likely to return only a few.