Gartner Research

Use Natural-Language Technologies to Converse With Audiences at Scale

Published: 28 April 2017

ID: G00279647

Analyst(s): Bryan Yeager

Summary

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
  • Impacts

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

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