I don’t know anything (yet) about conversational marketing

ignorant1.jpgOf course, I understood the benefits of the conversation, I understood the value of the feedback, I understood that the conversation was not very risky and has a lot of potential benefits, I understood that the conversation monetizes itself

But there are so much things I didn’t figured out yet about conversational marketing:

– Can any brand enter conversational marketing? If I take myself as an example (I know you should never do that as a marketer), I can’t think about something to say to a household products brand or to a toilet paper brand (except maybe “be sweet”) or even clothing brands

– Should conversational marketing be part of the new marketing mix? this would mean that conversation would be managed by objectives which seems odd to me

– Is there an ideal balance between monitoring initiated conversation (monitor what is written about your brand on the participative web and join the conversation) and conversations initiated directly by the brands (ask a particular question to the surfers or invite them to join a previously defined conversation)?

– And of course, should you put a KPI in place for the conversations you have with your customers and target groups in order to evaluate the “efficiency” or the return of the conversation? If yes, which one?

I feel like I still don’t know very much about conversational marketing but Alfred North Whitehead once wrote “Not ignorance, but ignorance of ignorance is the death of knowledge.”

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