Use Natural-Language Technologies to Converse With Audiences at Scale

Archived Published: 28 April 2017 ID: G00279647


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Emerging technologies are on the rise, allowing marketing leaders to create intuitive, compelling experiences for customers using conversational voice and messaging interfaces. Employ an iterative test-and-revamp approach to introduce conversational experiences that enhance customer engagement.

Table of Contents

  • Analysis
  • Impacts and Recommendations
    • Marketers will increasingly rely on technology that generates natural-language content to have contextual, personalized conversations with audiences at scale
    • Increasing volumes of voice search queries from VPAs and browsers render existing organic and paid search marketing strategies less effective, creating a challenge for marketing leaders
    • Customer expectations from voice and messaging experiences will increase as conversational platforms grow smarter and more responsive, requiring marketers to start testing now
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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