In her Learn Inbound talk, Purna will explore how in today’s conversational world a landing page is no longer necessary for online conversions. So if you ever have any questions on the topics, just Bing me on Twitter. Now, when I talk to most people about bots, I always get this reaction, "Oh my God. Thank Hollywood for putting all these images of these dystopian movies into our minds. They're already here, and they are super friendly and warm and lovable and child-friendly. Right from when you're a baby, it's the first thing you learn to do from crying to your first words to the bubbling, it is all about conversing and getting your thoughts out. I'll just get a bot to nag you as well." So, it won't really work.Chatbots are seeing a marked rise in use and audience adoption, so advertisers need to be thinking about driving ads to chatbots, and how to measure the engagement that occurs there. Their goal is to learn all about us so they can help us and know our preferences and likes and dislikes and habits so they can make our life easier. We are gonna enjoy talking to the bots so much that Gardener has predicted that in the next two-and-a-half years, the average person is going to have more conversations with their bot that with their spouse. Now, I know this number can seem, like, really unbelievable because we've all had those frustrating experiences with the bots, right? From IVR to any of those other frustrating soulless experiences, but that's not what the next gen of bots is about. For example, I can talk to my digital assistant, whether is Alexa or Google Assistant or Cortana, and say that, "Hey.Ask Skyscanner if my BA flight to Edinburgh is on time." Or I can use it to order a pizza, "Hey, Cortana, ask Domino's to send me my easy order." Or I can even use a bot to help me fix my plumbing at home and I can say that, "Hey, ask Talk Local that I need a plumber to repair my broken water heater." It just takes the pain out of life admin. But from a marketer standpoint, this actually gives us this huge gift.For the first time in all of history, we can talk to our customers on a one-to-one basis.I mean, they're really common in Asia but let me see what people thought about it here. Would you care if you found out if your flight was on time by talking to a human or a bot? They found that, on average, it saved four minutes for a call compared to a regular phone call.So I found a Hotspot study that said 40% of people really don't care if they talk to a bot or a human as long as they get their work done. I mean, that's massive, and that's got to be worth a lot of money if you think about it. So if the whole world is now looking to get bots and customers are engaging with bots, [inaudible ] stuff coming to your website at times, what should you do?
And then the knowledge graph, or satori knowledge graph as we call it, is where we pull in information from either the structured data or the non-structured data and we try to create an encyclopedia of nouns.
So if I use this, I could figure out that, "Okay, a pinpoint for me and my client is that the customer service reps are often answering the frequently asked questions that people call in to ask, and as a result, there are long hold times for my other customers. So for example, Skyscanner had to teach Alexa or Google Assistant or Cortana how people should interact with it, or if they wanna ask for a flight timing, how to give it to them.
What if I build a bot to help answer some of those frequently asked questions so that my customer reps could be freed up to answer more in-depth questions and reduce the wait times? So essentially, a skill is teaching a personal assistant how to use your brand, and a bot is directly your agent like an app.
The first one, if I was looking for, say things to do in Dublin, you'd see the column right up top, the carousel, which is provided by structured data.
So you provide structured data to us via things like your schema markup, so it gives us more information about how to organize the info.
It takes our marketing from one-to-many to a one-on-one conversation that the customers can dictate the pace of, and then we can go ahead and give them the messages and learn from them in their own voice and serve them just what they want to see.