Marketing Articles

The Secrets of Online Chat: Creating Two-Way Communication

In an age where brands are becoming more and more interactive, marketing is all about communication—that is, brands must create an engaging experience with consumers that affords them the ability to provide feedback and personally identify with the brand. Recently, marketers are discovering the power of LiveChats and other real-time internet communication platforms to create stronger  relationships with current and potential customers to ultimately make them feel valued and aid in the decision-making process.

The development of online chats provides corporations with a chance to increase sales and customer satisfaction. When compared to e-mail, online advertisements, and website content, instant messages and text messages must have a more personal, informal tone that makes consumers feel comfortable and respected. As the majority of instant message users and individuals who send text messages are younger consumers, marketers must be aware of the trends, tendencies, and language of this market segment. When having a conversation online, companies must appeal to this audience’s forward-looking, busy, and energetic lifestyle in order to take full advantage of the benefits of online chat both now and in the future.

When communicating with consumers, firms should avoid typing messages that sound scripted—chats are meant to be more personal, fluid, and brief. By avoiding long messages and content taken directly from the website, consumers will feel as though they are receiving personalized attention that they could not obtain elsewhere, building their trust and comfort with the company. Of course, firms can feel free to direct consumers to a website to receive more detailed information, but they should not use this option as a substitute for real, unscripted conversation. 

Just as important as the actual messages themselves is the selection of individuals to carry out the conversations. For a task such as this, an employee must be comfortable using the online medium and must be able to multi-task, as he/she will most likely be monitoring multiple conversations at the same time. If online chat is being introduced to the company for the first time, phone employees will be better-suited to communicate with consumers, as opposed to email employees who do not directly interact with consumers in real time. Individuals who are used to speaking on the phone will be able to produce more reliable, informative information quickly, leading to increased customer satisfaction and increased sales.

Well-trained staff should also be prepared to help consumers with other aspects of the purchase process. That is, they should not exist to simply answer brief questions. By extending service to consumers that helps them to make decisions and complete purchases, consumers will be more inclined to return as future customers and spread the word about a particular brand or product. By understanding the everyday behavior and needs of relevant consumers, companies can successfully and creatively construct an online conversational and interactive experience that drives sales, satisfaction, and loyalty.   

The Horizon Marketing Group develops online marketing campaigns that produce positive internet presence for our clients. Using tactics such as online chat, social media and blogging (to name just a few) we are able help our clients engage with their target clientele and position their brands with their areas of interest. To discuss how Horizon Marketing Group can help your internet marketing efforts, contact us here or www.horizonmarketing.com for more information.