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“Conversational marketing” is a phrase that I hear a lot, but when the team at AdLingo uses it, they mean something specific — namely, bringing chatbots and other conversational assistants into online advertising.
The startup is part of Google’s Area 120, and co-founder and general manager Vic Fatnani said he’s worked on advertising at Google for more than a decade.
Things - Shift - Users - Consumers - Medium
“One of the things we saw happening was this paradigm shift with users and consumers going towards more of a conversational medium,” he said. “Everything is becoming more conversational, whether it’s through devices such as your phone, your speaker and eventually your car … We asked ourselves, ‘Hey if this shift is happening, why can’t marketing be more conversational?'”
You may be wondering whether consumers are really clamoring to interact with ads, but Fatnani said he and his co-founder Dario Rapisardi were determined not to build “a solution that needs a problem,” so they spent months talking to marketers and chatbot developers.
Everyone - Answer - Fatnani - Hey - Conversational
Apparently, when they asked about what challenges everyone was facing, the big answer was “discovery.” As Fatnani put it, “Hey, I have this amazing conversational assistant, but it’s really hard for me to bring this in front of audience.”
In his view, advertising provides the perfect medium to solve this problem. Instead of building a chatbot and just letting consumers find it on their own website or app, brands can integrate it into their...
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