May 10, 2016

Trends and Moves in the Digital Landscape: May Edition

Tom Rathbone

We don't want to brag, but at PartnerCentric, when it comes to employees, we have the best. You've likely heard us mention that our Affiliate Managers have an average of 10 years in the industry, but have you heard about our technology team? From program implementation to solving tracking issues to addressing attribution, they are performance marketing experts through and through. We've been keeping their expertise to ourselves and our clients, and have decided it is time we share their wealth of knowledge with the world. We will be doing this through a new monthly series called 'Trends and Moves' where Tom Rathbone, PartnerCentric Head of Technology, will share news stories and updates on where the industry is headed.

May Trends & Moves: Bot Buying

As consumers begin to engage in brands more conversationally, it opens the door to a different level of interaction ­ where purchasing is done proactively at a time of need or desire, not relying on a consumer to come looking.

This involves consumers interacting with a bot conversationally, which then goes out and makes a purchase for you. Facebook opening this up is the biggest shift here, as bots move from a site popup (“How can I help you today?”) towards interaction that can immediately result in a purchase right when a consumer would need it.

What effects could this have?

It will certainly pull dollars away from the traditional marketing channels we are so used to seeing funds go towards.  And here, at PartnerCentric, where we spend countless hours thinking about the future trends of performance marketing, we have been actively seeking, engaging, and nurturing relationships with affiliates partners utilizing this technology. As the year progresses, we expect to see more and more affiliates innovating and leveraging the world of bots. Here are a few real-world example of bots in the digital landscape...

The week when digital marketing entered the bots era
“Now, chat bots — as well as chats with, you know, actual humans — have begun to populate websites, like helpful sales associates promptly showing up as you walk through the door of a store in a mall. It’s so much more convenient to ask a sales associate/bot what you really need, than having to figure out yourself what that is and where to find it.”- Marketing Land

How I sent Mark Zuckerberg flowers using a Facebook Messenger bot
“To test this pitch, I decided to send him a bouquet using Messenger’s new ability. And it worked!” - Marketing Land

Slackobot: Taco Bell pilots an order bot on Slack
The Mexican food chain has teamed with workplace messaging service Slack to refine a bot capable of processing and arranging food pickups. TacoBot leverages artificial intelligence for group and single ordering through natural language – fully equipped with Taco Bell’s sharp and witty personality. Read More here.

Have you been working with bots, as a developer, advertiser, or other? Feel free to drop me a line - I'd love to learn more about your experiences!