In an era of endless scrolls, conversation-led marketing promises speed, relevance, and engagement capabilities for brand marketers, says AiSensy founder.
One trend is becoming increasingly clear: people are spending more time on conversational platforms. Apps like WhatsApp and Instagram have become the primary means through which billions connect -- not only with users and family but also with brands and businesses. This shift is significant, with over 200 crore yearly active users on WhatsApp alone. For businesses, this represents a major change. Companies that fail to engage people on conversational platforms like WhatsApp are quickly losing edge to their competitors.
Artificial intelligence (AI) is playing a vital part in this transformation. What started as simple chatbot support has now evolved into natural, human-like conversations that answer questions, share offers, and even close sales -- all in a single chat. It can promote products, suggest suitable offers, answer questions, and even help in closing deals -- all within a single chat. There is no need for users to visit a website, fill out forms, or switch to another app. Everything happens in one place, in real time, and in a way that feels familiar.
This transition signifies a shift away from traditional advertising methods, which primarily focused on achieving visibility through impressions, views, and clicks. In contrast, conversation-driven marketing places a premium on genuine engagement with potential customers. Instead of merely broadcasting messages to a wide audience, AI-powered conversational marketing tools actively listen and respond to individuals. They analyse user behaviour and inquiries, tailoring the communication style, tone, and offers to fit each unique interaction in real time. It is akin to having a digital salesperson who not only understands the right moments to engage but also knows exactly what to say to resonate with the customer.
Dynamic marketing
WhatsApp is transforming from a basic messaging platform into a dynamic marketing channel that allows businesses to connect directly with prospective customers. This evolution means that businesses can initiate conversations, nurture relationships, and guide users towards making a purchase seamlessly. A variety of innovative tools are now available that facilitate the creation of advertisements that lead users directly into a WhatsApp conversation. Once users enter the chat, AI takes charge of essential qualification processes by asking intelligent, relevant questions, suggesting options tailored to customer needs, and even following up later to maintain engagement.
The most appealing aspect of these tools is their user-friendliness; they require no coding expertise. Even those without technical training can effortlessly set up and manage these marketing initiatives, making sophisticated conversational marketing accessible to businesses of all sizes.
What once took weeks of planning -- building campaigns, testing them, and drafting content -- can now be fulfilled in a breeze. AI assists in creating templates, sending broadcasts, and building chatbot flows that feel natural and aligned with the brand. Whether a business aims to reach 10 people or 10,000, AI manages the exchanges, answers inquiries, and ensures everything runs smoothly. This makes AI-powered conversations not only brisk to initiate but also easier to expand.
An advantage of converse-grounded marketing is the speed at which people respond. Email open rates generally range between 15 and 20, with numerous unopened emails. In contrast, WhatsApp broadcasts boast open rates exceeding 90, with the utmost being read within a twinkle. This means your communication is not only delivered but also seen. When substantiated with AI, grounded on what someone has clicked or said before, the broadcasts come out more effectively. They feel applicable, not arbitrary, which is incredibly precious in the moment's crowded digital geography.
Another strength of AI in this space is its capability to learn. Each time someone opens a communication asks a question, or ignores a prompt, the AI earns perceptivity. It leverages this data to enhance unborn exchanges automatically. Traditional marketing frequently relied on A/B testing -- comparing two versions of an announcement or dispatch to determine which performed more. In contrast, AI can test thousands of variations in real-time, eliminating the guesswork from marketing. Rather than asking, 'What might work?' AI reveals what is working and adjusts continuously.
Beneficial to small businesses
For small and medium-sized businesses, embracing this digital transformation is pivotal. Historically, establishing a strong online presence demanded considerable time, financial investment, and expertise in specialised fields such as digital marketing, web development, and copywriting. Business owners often find it necessary to engage marketing agencies or hire professionals to navigate this complex landscape.
However, with the rise of artificial intelligence tools, this process has become simple and more accessible. Now, a small business can effortlessly design and deploy a comprehensive conversational marketing campaign on platforms like WhatsApp, without the need for a large team or an extensive budget. This democratisation of marketing resources levels the playing field, empowering smaller enterprises to compete effectively with larger corporations by utilising the same powerful tools and strategies.
Another advantage of the conversational-first marketing approach is the consolidation of various customer interactions into a single, seamless experience. In traditional marketing models, potential customers often face multiple hurdles, such as moving from an advertisement to a landing page, completing lengthy forms, and then waiting for a follow-up email or phone call. Each of these steps could create friction, potentially causing a prospective client to lose interest.
In contrast, conversational marketing campaigns eliminate these barriers. Whether a user is signing up for an event, scheduling an appointment, or making a purchase, all interactions occur within the conversation itself. This streamlined approach not only enhances user experience by making it quicker and more intuitive but also maintains focus, delivering marketing without unnecessary distractions.
Looking ahead, the future of this marketing strategy appears to hold remarkable potential. Businesses are increasingly developing systems that require minimal initial input from users. By simply providing fundamental information, such as the type of business they operate, their target demographic, and their specific marketing goals, companies are simplifying the onboarding process to make it more inclusive for a wider range of individuals.
