Conversational marketing uses real-time conversations to move buyers through the funnel faster. Chatbots automate these conversations, providing instant engagement at scale.
Chatbot Types
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Rule-Based: Pre-programmed responses, decision trees. Predictable but limited.
AI-Powered: Natural language processing, learns from conversations. More flexible.
Hybrid: AI handles common queries, escalates complex issues to humans.
Live Chat: Human agents responding in real-time (not a bot, but part of conversational marketing).
Chatbot Use Cases
- Website visitor engagement and qualification
- Customer support and FAQs
- Booking and appointment scheduling
- Product recommendations
- Order tracking and updates
- Lead capture and qualification
- Abandoned cart recovery
Chatbot Platforms
- Intercom
- Drift
- HubSpot Chatbot
- Tidio
- ManyChat (Messenger/Instagram)
- Zendesk
Conversational Marketing Best Practices
Be upfront when users are talking to a bot. Provide easy escalation to humans. Keep conversations helpful, not annoying. Personalise based on page context and user data. Measure conversation completion rates and conversions.