Conversational marketing that ends with an answer, not a sales script

Conversational marketing is marketing that happens in a chat window, a text thread or a messaging app instead of on a landing page. Done well, it feels like asking a helpful employee a question. Done badly, it's a pop-up that asks for your email before it will tell you the opening hours.

We judge every chat setup by one test: does the customer leave with what they came for? That might be a price, a booking, a tracking number or a phone call with the right person. If the chat can't deliver any of those, it's a form wearing a costume.

This section covers website chat, AI assistants, click-to-chat links, chat that starts from a QR code or NFC tag, and the rules for handing a conversation to a human. We're wary of bots that pretend to be people, and we say so when we see one.

No Tap Talk articles are filed here yet. The headlines below come from CustomerThink while we finish the first one.