The search for a solution to the perennial problem of shrinking click-through-rates has led us down a lot of interesting paths. In so many cases it seems like trying to bail out a sinking ship with a Grande Starbucks cup. But sometimes a breakthrough idea gives us a temporary “bilge pump”, to keep us afloat for another day.
With all of the recent buzz around conversational interfaces and chatbots, it’s easy to be skeptical of their commercial value, and see them as the latest passing fad. Enter, “chatvertising”: conversational-style advertising that’s been shown to deliver 3.2% – 4.4% engagement rates, compared to the the 0.044% CTR banners have grown used to.
“Cavai is a platform pioneering conversational-style advertising, using a decision-tree based model, and we are seeing first-hand how this highly engaging advertising model is growing mainly in response to the needs of the consumer. Those needs are for example expressed by 9/10 consumers globally who want to use messaging to talk to businesses. 72 trillion messages were sent via chat apps in 2018, surpassing social media and browser interactions. Also, 53% of consumers say that they are more likely to buy from a company that they can contact via a chat app ( eMarketer).”
Why It’s Hot
A whole new opportunities, to build enduring relationships between brands and people, by creating stronger rational & emotional connections – engaging with humans on human terms.