Consumers today are constantly consuming content, be it personal or commercial. With so much content competing for attention, there is very little mind space for anything specific, unless it serves a purpose for the consumer. Now, more than ever, it is crucial for brands to create personalised experiences to turn potential leads into buyers.
Conversational ads can help elevate such experiences, making it easier for brands to build resonance and drive consideration. Simply put, they are ads integrated into a conversation with multiple answers, driving action directly from consumer insight.
By tailoring the communication to consumer requirements, businesses can get a better understanding of the purchase intent of their target groups. It helps in developing better, long-standing consumer-brand bonds. A comparatively newer ad format for personalising communication, conversational ads bring a first mover advantage to brands.
Brands can leverage conversational ads to make consumers feel valued enough to return for more engagement and purchases. Here’s how.
Brands can learn about the preferences of their target groups by giving them options to pick their path in the purchase journey. What do they seek from the brand? Would they like to know more about certain aesthetic styles or skip to the product options? Where does the brand fit into their lives? With conversational ads, brands can simply ask consumers to get clear responses! The clearer the questions, the more actionable the collected data.
The information gathered from such interactions can help brands tailor their overall communication to the individual consumer’s needs. It reduces wastage of ad spends as the brand communication directly hits the bullseye. Each consecutive conversation becomes more insightful and impact-driven.
When consumers get what they came looking for, they feel valued. It leads them to come back for more. Over time, it establishes a bond between the brand and the consumer that fosters a loyal, lucrative relationship. The consumer benefits from the offerings, and the brand gets to maintain a regular stream of monies from sales.
As the consumer’s trust in the brand grows, they become more willing to experiment with products and offerings. It is here that brands need to step up their game by driving engagement with interactive content. It would allow them to easily collect real-time data at the beginning of the funnel and later use the insights to better consumer experiences.
Organic conversations make consumers feel heard and cherished. Personalisation can help brands facilitate meaningful interaction with consumers, offering them a variety of options to better their purchase journey. These could include more product options, variants to try, curated discounts and combo offers to consider.
Brands must follow a personal and responsive approach while crafting such messages, even sprinkling some humour in the mix. At the core of the efforts is an intent that the chat shouldn’t feel like one with a bot. Brands must build a conversational dialogue that mimics human interactions over mechanical responses.
Towards the end, there should be a clear CTA for the consumer to act on — brands can redirect them to a specific landing page or allow them to make a payment and finish a purchase right from within the chat, thereby completing the loop.
Such an approach by a brand could look something like this:
Carol, a 25-year-old working professional, loves to travel but doesn’t have the time or the motivation to make a plan. Her search history makes it inevitable for her to see ads about her dream location. She has even visited several landing pages but is yet to make a purchase. One night, she comes across a conversational ad that doesn’t just tell her to book a vacation but asks her about her dream holiday and gives her specific options per her liking. She is motivated to read a bit more. While she engages with the ad, the brand’s incentive of a 20% discount helps it seal the deal.
Beyond nudging consumers to make quick purchases and spend more time with the brand’s assets, conversational ads can facilitate brands in developing better content in the long run. A plug-and-play option that’s easy to integrate into marketing plans, conversational ads help brands reap benefits with gradual conversion of focussed leads.
Brands need to keep feeding their strategy with insight-driven consumer data. This would translate into brands drawing continuous comprehension and actionable insights to drive favourable results.
For instance, if some consumers show more interest in understanding the products before making a purchase, the brand can work on creating better, actionable supplementary content. In other cases, if some consumers feel more attuned to the brand’s style, future content can focus on how to integrate their products in multiple ways. These two content scenarios can be built separately and disseminated per the needs of the specific consumers.
Powered by insights on how consumers like to converse with commercial content, brands can strengthen their strategy with conversational ads. Huella Experiences facilitates brands across categories to understand their consumers better. Contact us today to learn more.