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OPEN LECTURE: MarTech & Chatbots




Introduction

 

Hello everyone!

 

I’m really happy to welcome you to my Online Open MarTech lecture.

 

My name is Megi, I have taught and studied MarTech for many years already, and with this series of Online Open Lectures, I would like to share with you what I know so far.

 

This series of lectures will contain all the topics related to MarTech, from broad approaches to certain examples and cases.

 

These lectures are for those who consider MarTech to be the topic, field, or direction of their career development. Also, these videos are for those who already have marketing experience but want to see a broader horizon and more examples of the application of technologies in marketing. Those who generally wish to learn something new can also benefit from these recordings of Online Open Lectures.

 

I really hope that this initiative of mine will be useful for you and helpful because I would love to share with you everything I know and invite you to this wonderful journey of finding something new, something interesting. If you ask me, this field of MarTech is incredibly fascinating and useful, and I’m happy to be able to guide you through it.


MarTech communicates through Chatbots - let's have a look at this diverse topic.

 


Introduction of me as a lecturer

 

Before we get to the lecture, I would like to introduce myself with this slide.



A screenshot from the video with a description of my Education and Experience
A screenshot from the video with a description of my Education and Experience

Full information about my Education and Experience is available here:



 
What is a Chatbot?

 

A Chatbot is a computer program that simulates a human conversation with an end user.

Certain chatbots are based on artificial intelligence (AI): modern chatbots increasingly use conversational AI techniques such as natural language processing (NLP) to understand user questions and automate responses to them. [1]


As a reminder, here is a definition of the term MarTech:

 

MarTech applies to major initiatives, efforts, and tools that harness technology to achieve marketing goals and objectives. [2]

 

With the emergence of the available customer data, marketers became able to enhance customer-centric marketing strategies.


The following table the ways Chatbots are used in MarTech.

Support​

Marketing​

Sales​

Answer common questions with a virtual agent​

Initiate conversations proactively with greetings​

Qualify and segment leads​

Resolve customers’ problems​

Educate about products and services​

Create personalised sales offers​

Create support tickets​

Collect leads and pass them to email marketing lists​

Pass leads to CRM​

Send links to help centre articles or other educational content ​

Launch AI bots on landing pages to boost conversion ​

Transfer qualified chats to sales representatives​

Transfer to live agents​

​

Schedule meetings​

 


 
Types of Chatbots

Types of Chatbots [2]​

·      Menu or button-based chatbots​

the most basic kind of chatbot. Users interact with them by clicking on the button option from a scripted menu that best represents their needs.

·      Rules-based chatbots​

essentially act as interactive frequently asked questions (FAQs) where a conversation designer programs predefined combinations of question-and-answer options so the chatbot can understand the user’s input and respond accurately.

·      AI-powered chatbots ​

with AI and natural language understanding (NLU) capabilities, the AI bot can quickly detect all relevant contextual information shared by the user, allowing the conversation to progress more smoothly and conversationally.

·      Voice chatbots​

allows users to interact with the bot by speaking to it, rather than typing

·      Generative AI chatbots

While conversational AI chatbots can digest a user’s questions or comments and generate a human-like response, generative AI chatbots can go a step further by generating new content as the output.


All types of Chatbots are used in MarTech for various purposes; we will discuss the applications in one of the future posts!



 

I hope it was useful! Do not hesitate to share this article with anyone you consider to be interested in this topic.

 

If you wish to learn more, you can follow the links:


Explore the MarTech field

Learn about MarTech: Attend my Open Online MarTech Lectures


Talk about MarTech: Participate in the “MarTalks” – my open speaking/discussion club


Practice for your MarTech communications: Complete my Free English Exercises for Marketers


Excel in your MarTech career


Learn about your MarTech career possibilities:


Explore the specificities of the developing MarTech field by going through my guide – The MarTech Guide

Ask me directly – register for a consultation with me to learn about the MarTech career trajectories, required skills and examples of the tasks


Improve your English for marketing purposes

  • Register for the Individual consultation or lessons based on your request (ex. presentation rehearsal, preparation for negotiations, MarTech terms and vocabulary enrichment)


  • Register to develop your individual learning programme for a chosen career path in MarTech





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Sources:

[1] Definition of data from the Cambridge Advanced Learner's Dictionary & Thesaurus

[2] Brinker Scott, "Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative", Wiley; 1st edition (March 4, 2016)

[3] Amazon Web Services (AWS), What is Structured Data? https://aws.amazon.com/what-is/structured-data/

[4] IBM. Structured versus unstructured data: What's the difference? https://www.ibm.com/think/topics/structured-vs-unstructured-data


 
 
 

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