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<Img
img="/uploads/3_nejroseti_konkurenta_7e54f78322.png"
alt="What Distinguishes ChatGPT, Bard, and Bing in Marketing"
/> 

The first AI-powered conversational service, ChatGPT by OpenAI, was introduced in November 2022 and immediately gained popularity. Within just 5 days, it had attracted over a million users to the platform. Similar figures [**were achieved by Facebook* in 10 months**](https://www.britannica.com/topic/Facebook).

At that time, other AI-based projects were also under development. The success of ChatGPT demonstrated the market demand for such a product and inspired other players.

Three months later, [**Google introduced Bard to the world**](https://blog.google/technology/ai/bard-google-ai-search-updates/), followed by Microsoft releasing [**its counterpart, Bing**](https://blogs.microsoft.com/blog/2023/02/07/reinventing-search-with-a-new-ai-powered-microsoft-bing-and-edge-your-copilot-for-the-web/), exactly one day later.

The interest of ordinary users in AI-based technologies is quite understandable. Chatbots, in addition to their functional purposes, also serve an entertaining function, for example, they can tell jokes.

<Img
img="/uploads/1_073326c7be.png"
alt="ChatGPT tells a joke"
/>

The content generated by AI technologies is often catchy and appealing. Each of the three projects undoubtedly deserves attention. In this article, we will explore the features, advantages, and disadvantages of ChatGPT, Bing, and Bard.

## ChatGPT by OpenAI: advantages and disadvantages

The paid version, ChatGPT Plus, was released on February 1st, while the public free version was available earlier.

The chatbot is capable of recognizing and understanding natural language questions and finding relevant answers on the internet. However, it's not simply copying information; ChatGPT processes the retrieved information and generates it as unique content.

The tool excels not only in search tasks but also in handling simple requests, such as "Write a message to my manager informing them that I won't be coming to work on Friday due to family circumstances."

A significant drawback of the system is that the bot doesn't verify the accuracy and correctness of the data. The creators of ChatGPT acknowledge this issue: "The output generated by the model needs to be checked, as it may be plausible but incorrect." The question of data relevance arises because the chatbot is limited to searching information up to the year 2021.

Despite this limitation, ChatGPT remains a powerful marketing tool, a source of inspiration, and an invaluable assistant for many marketers. For example, if an employee needs to write a post about the strengths and weaknesses of using chatbots in business, they can assign the task to the system: "Write a post about the advantages and disadvantages of using chatbots in business." The generated result can then be used as a draft for their work.

Marketers should always verify the correctness of the data, edit the text, and optimize it according to the desired tone of voice.

<Table>
| Pros of ChatGPT | Cons of ChatGPT |
| ------ | ------ |
| It simplifies the work of marketers by generating draft emails, posts, and descriptions. | The information can be sourced from anywhere, including outdated and unreliable sources. |
| It provides starting material for blog authors who struggle to find inspiration. | It cannot ask clarifying questions to provide the most accurate response to user queries. |
| It curates a list of internet sources for conducting marketing research. | It relies on internet data up to 2021. All information generated by ChatGPT needs to be verified. Additionally, the results may not always meet expectations, as the robot may provide simplistic and cliché answers. |
</Table>

## Bard by Google: advantages and disadvantages

Bard is currently being presented as an AI-powered dialogue system experiment. It operates based on LaMDA and is currently available only in beta version, with no general access yet.

It represents a breakthrough in search engine technology. Like many other search engines, Bard searches for answers to queries by leveraging the vast resources of the internet. The difference lies in the quality of information processing and the resulting output.

When composing a response to a user's question, the chatbot provides a summary from various perspectives. This allows specialists, including marketers, to familiarize themselves with Bard's output instead of having to read through thousands of sources to delve into the issue.

The most significant distinguishing feature of Bard is its ability to engage in conversation with humans. Thanks to AI technology, the chatbot goes beyond simply copying and pasting text snippets from the internet and instead captures patterns in human speech. Google announces that future updates will enable Bard to respond to complex, ambiguous questions and those without a definitive answer.

Currently, if you were to ask the robot a question like, "Is the piano or the guitar easier to learn, and how much practice does each need?" Bard would provide a response along the lines of:

<Img
img="/uploads/2_34be1b70f7.png"
alt="Bard figures out about playing the instruments 1"
/>

In another variant, the response may look like this: "Some say the piano is easier to learn, as the finger and hand movements are more natural, and learning and memorizing notes can be easier. Others say that it’s easier to learn chords on the guitar and you could pick up a strumming pattern in a couple of hours."

<Img
img="/uploads/3_5f4add1040.png"
alt="Bard figures out about playing the instruments 2"
/>

Bard from Google has undoubtedly turned out to be more advanced than ChatGPT. However, it is important not to place too much trust in the chatbot. Once, it made a mistake in a product presentation, resulting in Google losing $100 billion in stocks.

<Table>
| Pros of Bard | Cons of Bard |
| ------ | ------ |
| Engages in a dialogue with the user and can ask clarifying questions. | Occasionally provides false, outdated, and biased information. |
| Takes into account different perspectives on the issue and offers the user to explore the problem from various angles. |   | 
| Utilizes more recent and up-to-date information compared to ChatGPT for answering questions. |   | 

</Table>

## Bing by Microsoft: advantages and disadvantages

Bing, developed by Microsoft, is not a dialogue service but a full-fledged search engine. It demonstrates high performance as it operates on AI technology. Therefore, Bing successfully provides answers to users' complex questions.

In response to search results, users can engage in a dialogue with the AI by asking follow-up questions. This allows for a comprehensive interaction between the user and the AI, and [**Microsoft proudly refers to this feature**](https://blogs.microsoft.com/blog/2023/02/07/reinventing-search-with-a-new-ai-powered-microsoft-bing-and-edge-your-copilot-for-the-web/) as "AI for the web."

Previously, the company invested significant resources in OpenAI. However, after the emergence of Bing, Microsoft stated that this new product is more powerful and intelligent than ChatGPT. In an interview, Microsoft expressed the following about Bing: "We’re excited to announce the new Bing is running on a new, next-generation OpenAI large language model that is more powerful than ChatGPT and customized specifically for search. It takes key learnings and advancements from ChatGPT and GPT-3.5 – and it is even faster, more accurate and more capable."

If you ask Bing, "I am planning a trip for our anniversary in September. What are some places we can go that are within a 3 hour flight from London Heathrow?" you will receive an answer similar to this:


<Gallery>
<GalleryItem
original="/uploads/4_3bac2236f1.png"
thumbnail="/uploads/4_3bac2236f1.png"
/>
<GalleryItem
original="/uploads/5_438612d5d0.png"
thumbnail="/uploads/5_438612d5d0.png"
/>
</Gallery>



Did you evaluate the amount of information provided in response to the query? Bing even divided the data into categories. Here you will find activities for every taste. Below, the system offers you several phrases to choose from to continue or end the dialogue.

And that’s what ChatGPT responded to the same query:



<Img
img="/uploads/6_f998b6bbe7.png"
alt="ChatGPT gives a piece of advice"
/>

This is also a fairly comprehensive answer, but it lacks a human touch. Well, and you won't be able to continue the conversation with the robot.

<Table>
| Pros of Bing | Cons of Bing |
| ------ | ------ |
| Carefully selects and organizes information, providing deep answers to questions. | Works only with the Edge browser on MacOS and Windows. |
| Can communicate with users, allowing for query clarification through dialogue. | May provide false, unreliable, and outdated information. |
| Generates unique content, assisting marketers in saving significant time and effort in writing [**emails**](https://altcraft.com/ru/blog/tipy-rassylok-po-email), posting, and creating product descriptions. |   |
| Responds to unrealistic and dangerous queries. For example, Bing will indicate that rapid weight gain is harmful to health. |   |
</Table>

Microsoft warns users: "Always verify the information obtained from Bing. Sometimes the system distorts information. Its response may appear convincing and reliable, but in reality, it is not."

## Conclusion

Each of the three digital products has the potential to greatly enhance the efficiency of marketers and other professionals. It is essential to objectively evaluate the capabilities of the robot and diligently verify the data provided. Moreover, it is crucial to adapt the information to the intended tone of voice and refrain from utilizing it in its raw, unprocessed state.

**The products of the organization Meta are recognized as extremist in the territory of the Russian Federation.*


Each of AIs has its potential to greatly enhance the efficiency of marketers and other professionals if its capabilities are objectively evaluated.

medium_3-nejroseti-konkurenta.png

small_3-nejroseti-konkurenta.png

thumbnail_3-nejroseti-konkurenta.png

3-nejroseti-konkurenta.png

Who wins the race between ChatGPT, Bard, and Bing when it comes to AI-involved marketing?


What Distinguishes ChatGPT, Bard, and Bing in Marketing

What Distinguishes ChatGPT, Bard, and Bing in the World of Marketing

<Img
img="/uploads/rassylka_viber_1dcd09f4b9.png"
alt="Viber Campaigns"
/> 

Viber is far from the most popular instant messaging app in the world. However, it is used by over a [**billion**](https://worldpopulationreview.com/country-rankings/viber-users-by-country) users in 190 countries. That's why Viber campaigns are a good way to reach a large audience that doesn't hang out on either Telegram or WhatsApp. The tools of this messenger are suitable not only for personal messaging, but also for business. There are ads, channels and special communities. Not to mention the ability to integrate via API with other services that simplify and automate the communication with your customers.

The messenger offers free and paid options for sending messages, so it is useful for businesses of all sizes. Viber doesn't have the same strict messaging requirements as WhatsApp, and the cost per message is much lower than SMS.

In the post, we will talk about what options there are for sending messages on Viber and what rules must be followed. You will also learn about all the benefits of using the app for newsletters.

## Benefits of Viber campaigns

Sending messages to Viber users is useful for business development and promotion, as well as increasing sales.

**What are the benefits of Viber for business:**

* **Fast delivery of messages to the audience.** Viber is a constant communication tool that is always at hand. The user is notified of a new message and is less likely to ignore it than an email.
* **Adding media files to messages.** You have the option to attach images, emojis, gifs, stickers (even custom ones), buttons and links.
* **Templates with variables** where the username, loyalty card number, order amount are replaced to personalize communication.
* **Advertising on Viber** is an official feature that makes it easier to promote your products and services in the app. Users see recommended channels and groups on the main page at the top of the screen and in a separate "Explore" tab. This information is not easy to miss.

<Img
img="/uploads/viber_explore_screen_6ad73c07a2.png"
alt="Viber Explore Tab"
/> 

* **Official business account.** Such accounts are verified, so when users receive messages from such an account, they trust the sender.
* **Favorable cost of messages.** Viber rates are much [**lower than SMS**](sms-marketing).
* **Data for analytics and campaign optimization.** Exporting reports to Excel is available.

### What to send to users via Viber

* **Transactional messages:** order payment, status or delivery information.
* **Promotions, discounts and other special offers** that [**motivate the customer to buy**](5-marketing-techniques-to-push-customers-to-buy).
* **Recommendations for related products** if the customer has already bought some product — [**cross-selling**](what-is-cross-selling).
* **Information messages about events** or changes in the company's work schedule.

## **Types of Viber campaigns**

In the app, mass mailing is possible in several ways: free, paid, personalized and sending messages to a group.

### Free broadcasts

On Viber, you can message 50 users at the same time without paying. This option is suitable for small businesses. However, you can only send messages to users who have saved your phone number on their contact list. Such broadcasts are done through the Viber app for free.

### Business campaigns

This campaign is launched from the official company account, so you first need to register a business profile. You are charged for messages, but only for those delivered. This method is suitable for promotional campaigns, [**transactional notifications**](how-to-use-transactional-data) and dialogs with users. All service messages are moderated. A handy detail is that business chats in the app are at the top of the chat list.

### Sending messages to group chats

Since the same message is sent to all users at the same time, this newsletter is not personalized. The method is free, but there are some restrictions — you cannot add more than 250 people to the group.

### Viber bots

A bot is a way to automate the process of sending messages to customers (conversational, transactional, advertising). Images, gifs, product cards are available here. The message is created once and sent to each contact in the list. But each user receives it individually. The sender can view the delivery status and the number of unsubscribers.

Using a chatbot is beneficial because 10,000 free messages per month are provided for each account. If you need to send extra messages, you only pay for delivered ones.

<Img
img="/uploads/swelly_bot_on_viber_x0_5_05c934c505.png"
alt="Viber bots"
/> 

### Newsletter through communities

Almost like sending messages to group chats, but in a community there is no limit on the number of participants. This is a secure and private way to communicate with your audience. Members can't see each other's phone numbers, so stealing someone else's contact list will not work. Communities are either public or private.

When the campaign starts, all participants receive a notification about the publication. It is possible to leave a reaction to the message, which works as social proof: some users see what others like more.

### Viber channels

The most non-personalized yet popular tool that has a lot in common with a corporate blog or news feed. Users subscribe to the channel to follow brand news and consume valuable content. The newsletter looks like an advertising post: all subscribers receive the same message, as in a group or community.

## Viber mailing rules

If you are having trouble sending messages to Viber, your account may have been suspended for using incorrect messaging methods. The application does not have strict restrictions, but before using it, you need to study the rules.

### Spam is not allowed on Viber

Even honest senders will be considered spammers if they repeat one message to a large list of contacts, send messages without user consent, do not follow content rules and cheat (for example, promise one thing in a message, but the link leads to an irrelevant topic). Viber allows advertising, but it is recommended to start communication with customers with welcome information. The messenger uses special algorithms to block spammers.

### Prohibited content categories

In the app, you can not publish and send materials that relate to the distribution of alcohol, cigarettes and prohibited substances. It is forbidden to advertise casinos, sports betting, microloans and other dubious financial organizations, political and religious institutions. In such cases, a business account cannot be created due to moderation. Any discrimination, discrediting competitors, calls for extremism and aggression are unacceptable.

### You can not use ‘gray’ methods

You should not use services not authorized by Viber for mailings. The security system finds them and considers them spam. What are the distinguishing features of gray  tools? You can instantly register a business account. An alpha name (company name) is not created here and there is no replenishment of the Viber account, which official messenger partners should have.

### Get consent to newsletters

Messages can only be sent to users who have consented to receive communications from your company, as well as to the use of their personal data. The purchased list will result in account suspension due to spam complaints. Even if there are no complaints, such campaign will not bring you results. It is unlikely that users who do not know your brand will respond positively to unexpected messages.

### Limit on sending time and characters

Viber cares about users and does not allow sending messages late in the evening and at night. Mass messages can only be sent on weekdays from 9:00 to 20:00 and on weekends from 11:00 to 18:00. Messages are also limited to 1,000 characters, which is enough for advertisements and other information.

## How to send a broadcast on Viber

The first thing to do is collect a list of contacts. Here are a few ways to get the customer’s contact details and consent:

* loyalty card registration form (online or offline);
* widget or registration form on the site that redirects to Viber;
* targeted advertising with a redirect to the Viber app;
* other channels that offer the user to continue communication with the brand on Viber (email, SMS, corporate blog).

Motivate your audience with bonuses, [**promotional codes**](how-to-use-promo-codes-for-business), discounts or useful free materials.

If you want to send **a free broadcast**, you need to go to 'Chats', click the speaker icon and select contacts (up to 50 users). The second way is '**Create group or community**'. If you already have one, send a message to the participants.

<Img
img="/uploads/new_group_on_viber_ba7b82d32a.png"
alt="Create group or community"
/>

The third option is a **business campaign**:

1. Register a business account on Viber, get a Viber ID and pay for at least the minimum package of messages.
2. Choose a [**verified service**](/en) that integrates with the Viber via API. Connect it to CRM if needed.
3. Think over messages or message chains (text, media, CTA), check content according to [**Viber rules**](https://www.viber.com/en/terms/viber-terms-use/), add links and UTM tags.
4. Send a campaign and monitor the results through analytics tools. Adjust the campaign if you are not satisfied with the result.

## Conclusion

Viber campaigns are a way of working with the audience, which speeds up communication and increases sales. Transactional, informational and promotional messages can be sent through the app. Official advertising is also available.

On Viber, any account can send one message to 50 contacts for free. There are no restrictions for paid business campaigns, but you will have to go through verification and pay for the minimum package. There are also non-personalized mailing options to groups (up to 250 members) and communities (any number of users). To automate communication with customers, bots are connected to Viber.

The Viber app does not approve if you start sending promotional messages as soon as you open a business account, so you should start with welcome messages. Sending messages is allowed only to users who have given their consent, so first collect a contact list through the site, advertising and other channels.

**WhatsApp is a project of Meta Platforms Inc. The activity of this company is prohibited on the territory of the Russian Federation.*

In this post, you will find options for bulk messaging on Viber, the rules to follow, and the benefits of using messaging app for mailing.

medium_rassylka_viber.png

small_rassylka_viber.png

thumbnail_rassylka_viber.png

rassylka_viber.png

For those who plan to communicate with customers in the messaging app.

Viber Messaging Campaigns: Benefits, Rules and Types

Viber Campaigns: Types and How to Do It Right

<Img 
img="/uploads/trendy_digital_marketinga_81bd643747.png"
alt="Digital marketing trends in 2023"
/>

New technologies open up more opportunities for business development, and the world of digital marketing also depends on them. Technology generates trends, but not all trends find their place in a specific industry. This is the choice of marketers, which trends to follow and which ones to ignore. The main thing is not to find yourself behind competitors one day.

In 2023, digital marketing will take a stronger position in the virtual world with VR and AR. Companies will also have to change the approach to data. NFT will remain popular, omnichannel and short video will continue to gain momentum.

In this post we will tell you what digital trends to pay attention to next year.

## Short videos

The greater the flow of information, the less time to view content. Therefore, short video formats (up to two minutes) will remain in trend. This type of content shows [**a higher ROI**](https://woosuite.com/stats/short-form-video/) than others. That’s why even YouTube, along with long videos, promotes [**Shorts**](https://www.youtube.com/intl/en_us/creators/shorts/). At the same time, TikTok remains one of the fastest growing media platforms in the world.

Short formats are cheap and quickly created. By the way, 72% of users choose video over text when learning a new product. This is a reason to create such content in 2023.

<Img 
img="/uploads/Screenshot_from_2022_12_01_17_22_44_7b9dd7322d.png"
alt=Short video as a trend in 2023""
/>

## Omnichannel marketing

It is not efficient to communicate with users in one channel. Customers buy both offline and online. Today they [**message your brand in apps**](messenger-marketing), tomorrow they call, and the day after tomorrow they check out in the online store. Everyone chooses a convenient way to communicate, so it is not surprising that omnichannel marketing is becoming a trend. And when we say omnichannel, we mean interacting with the audience in several related channels.

The company collects information from different touch points in order to know the context of each customer: when and with what issue a person applied, what he or she bought and how often. This helps the brand provide a high level of service, and in return receives income and [**a loyal audience**](customer-loyalty).

For omnichannel marketing, you need a tool that will combine several channels. [**Altcraft Platform**](/en) is a software that will allow you to automate online communications and collect customer data in a single window. The service integrates with various sources and supports such features as sending emails and syncing customer audiences in advertising accounts. It also collects analytical data.

<Img 
img="/uploads/omnikanalnyj_marketing_d78f8418e2.png"
alt="Omnichannel marketing as a trend in 2023"
/> 

## First party data priority

Google's new [**3rd party data**](first-second-and-third-party-data) collection rules, as well as [**GDPR and CCPA**](cdp-in-the-world-without-cookies) regulations, are forcing companies to change the way they collect and store information. Now the priority is the data that businesses receive directly from users: names, phone numbers, addresses, demographics, data on user behavior on the site or in the app. This information is accurate and useful for personalizing marketing offers and content.

Data storage is a serious responsibility for a company. This is the reason why, along with the trend to collect your own databases, more attention is also paid to the secure storage of information. Modern [**CDPs**](/en) must quickly collect data from different sources and ensure its privacy. There should be no leaks of information that can result in loss of reputation.

## Augmented and Virtual Reality

AR will continue to conquer the digital world in 2023. The [**mobile app**](mobile-app-as-a-marketing-channel) market for augmented reality [**reached $16 billion**](https://www.statista.com/statistics/282453/mobile-augmented-reality-market-size/) in 2022 and will grow to $21 billion next year. AR is used to improve the customer experience. Users try on clothes or cosmetics online through the app, see how furniture and other items look in the interior. Visibility increases sales and simplifies the customer journey.

<Img 
img="/uploads/VR_realnost_9c7fdb6086.png"
alt="AR and VR as a trend in 2023"
/>

Virtual reality is not inferior to augmented reality. The VR market in 2022 is [**$12 billion**](https://www.statista.com/statistics/1221522/virtual-reality-market-size-worldwide/), in 2023 it will be $16 billion.

## Metaverses

AR and VR technologies influence the development of the [**metaverses**](what-are-metaverses). Metaverses are digital spaces that simulate the real world. Marketers will continue to "catch" customers in virtual stores and sell brand products through advertising in the digital space.

This format is relevant for the younger generation, which is looking for a new experience in the metaverse. For example, users have already spent [**$500 million**](https://www.banklesstimes.com/metaverse-statistics/) on virtual real estate.

Well-known brands are already investing and developing in the metaverse. For example, Nike has been investing in the digital space for a long time. At the end of 2022, it announced that the company's developers had created their own metaverse .Swoosh. Fans will be able to buy their favorite sneakers or even participate in their creation.

In the future, the time that users spend in Metaverse will increase. By 2026, 25% of people will go there for an hour or more every day. Also, the trend towards online education will increase the audience of the "parallel world". Universities will begin to think about working in a virtual format.

## Chatbots

In 2023, [**chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) are also in trend, because it is more profitable for businesses to respond to users 24/7 and not depend on the work schedule of managers. Bots will become smarter due to artificial intelligence. They will begin to communicate with customers in a more personalized way and even help solve complex tasks  (for example, money transactions in banks).

Robots will better understand human speech. Thus, the number of chatbots with the function of [**a voice assistant**](https://www.softwebsolutions.com/resources/chatbot-trends-2023.html) will grow. Voice search in ecommerce will continue to evolve and improve.

## Artificial Intelligence

AI is taking over targeted advertising, content creation, email marketing, automating sales. Technologies already generate creative ads without a designer, optimize campaigns and predict user behavior, which enhances the personalization of service and sales. [**According to statistics**](https://www.idc.com/getdoc.jsp?containerId=US49571222#:\~:text=IDC%20forecasts%20the%20overall%20AI,Automation%20Research%20with%20IDC%27s%20software), the AI software market will grow to $791 billion by 2025.

<Img 
img="/uploads/iskusstvennyj_intellekt_e1fa859a97.jpg"
alt="AI as a trend in 2023"
src="An example of the work of the Deep Dream project from Google based on the work of Van Gogh"
/>

## NFT

The technology of non-fungible [**NFT**](https://altcraft.com/blog/what-is-nft) tokens will remain popular in the coming year. Brands are already selling replicas of their real-life items as NFTs and creating virtual-only fashion collections. The technology "records" the authorship of the content, which is important for protecting the rights of content makers and increasing the value of digital items. Now, when customers buy digital products (pictures, virtual clothes or accessories), they secure ownership and protect themselves from theft of the object.

The cost of NFT is growing, so the rental of tokens is developing. Now you can simply rent a digital outfit or avatar instead of buying it.

<Img 
img="/uploads/nft_b1158a9bc0.jpg"
alt="NFT as a trend in 2023"
src="NFT platform for beginners OpenSea"
/>

## User-generated content

The content that users themselves create for the brand works like a new word of mouth. Promotion through customers includes a product photo, product unboxing, reviews and special hashtags, comments. The advantage of such content is nativeness. People perceive the posts of other users as recommendations. [**84% of customers**](https://everyonesocial.com/blog/user-generated-content-statistics/) say they trust other people's posts more than ads. This is how social proof works.

## Internet of Things

Internet of Things describes everyday household devices that connect via a network to smartphones and computers. These can be alarm clocks, lighting fixtures, robotic vacuum cleaners, and even cars.

Now there are 13 billion smart things in operation, in 2023 there [**will be 15 billion**](https://www.statista.com/statistics/1183457/iot-connected-devices-worldwide/), and by 2030 — 29 billion. The items themselves are unlikely to learn to sell or advertise anything, but they can collect and transmit data about user behavior to marketers. Brands will use the collected data to predict the actions of customers and enhance the personalization.

## Podcasting

[**Podcasts**](https://altcraft.com/blog/podcast-marketing) will continue to play an important role in brand promotion. "Radio of the 21st century" is very popular. On average, one person listens to eight audio broadcasts per week. And all over the world, about [**383 million users choose podcasts**](https://www.demandsage.com/podcast-statistics/). This is an easy way to consume content in transport, during training, and so on. Companies create their own podcasts or sponsor releases from authors and make collaborations. Advertising is smoothly embedded in the conversation of the speakers, so it is less annoying for users. The podcasting industry is projected to [**grow to $4 billion by 2024**](https://www.theverge.com/2022/5/10/23065056/podcasting-industry-iab-report-audacy-earnings-patreon-pulitzer).

<Img 
img="/uploads/image6_b5ed571465.png"
alt="Podcasting as a trend in 2023"
src="Google Podcasts"
/>

## Conclusion

In 2023, companies will continue to implement AR and VR technologies to sell products that can be tested virtually. Marketing will have to master the metaverses and look for new techniques there. For example, create NFT products of their brand.

1st party data that includes information companies collect from customers will play an important role. Brands will improve customer experience by using chatbots, artificial intelligence and the Internet of things. Omnichannel marketing is a valuable data resource next year.

Short videos and podcasts will remain in the content trend. Meanwhile, user-generated content will become a popular promotion method.

User-generated content, NFT, metaverses, 1st party data - read about these and other digital marketing trends in 2023.

medium_trendy-digital-marketinga.png

small_trendy-digital-marketinga.png

thumbnail_trendy-digital-marketinga.png

trendy-digital-marketinga.png

Technology generates trends: NFT, metaverses, user-generated content. What else awaits us next year?


What Trends Will be Relevant in Digital Marketing in 2023

Digital Marketing Trends in 2023

<Img
img="/uploads/benefits_of_chatbots_for_businesses_776h517_2dddff90e2.jpg"
alt="Rule-based chatbot"
/>

The digital age has led to high customer expectations. From eCommerce, healthcare, marketing, or finance, instant communication is essential in every business. Today, chatbots provide businesses in different industries with the capability to keep customers engaged and satisfied.

## What Is a Chatbot?

You've likely encountered this already. Have you gone to a website, and a little chat window pops up with a generic profile picture and name to go along with it? That's a chatbot, usually. Sometimes it's a real person, but that's extremely rare owing to logistics. Generally, you're encountering a chatbot.

<Note>
A chatbot is a software application that uses Artificial Intelligence (AI) and Natural Language Processing (NLP) to process and understand human intentions and provide guidance to desired outcomes. It works as a virtual assistant to enhance your customer experience.
</Note>

Basically, chatbots for marketing often leverage existing data to understand submitted queries. They also analyze appropriate answers based on their training period. And with machine learning technology, they learn context and improve their efficiency.

## How Do Chatbots Work?

Chatbots use advanced machine learning and NLP algorithms to learn from existing data. Typically, NLP is the ability for computers to process and understand human speech and respond in human language. It's designed to make the interactions mimic communication between two people.

### Types of Chatbots

- **Rule-based Chatbots**

Rule-based chatbots require human input to choose predefined options. And since the selections are limited, these chatbots tend to be the slowest in terms of customer service.

<Img
img="/uploads/rule_based_chatbots_7936fbde73.gif"
alt="Rule-based chatbot"
/>

- **Intellectually Independent Chatbots**

Intellectually independent chatbots rely on machine learning to understand users' inputs and queries. These bots are highly trainable, and you can train them to process certain phrases and keywords that require responses. Independently, the bots will also learn complex queries and generate appropriate responses.

<Img
img="/uploads/Bo_A_Erica_AI_17c0aecd89.jpg"
alt="AI chatbot"
/>

Let's take a closer look at the difference between rule-based chatbots and AI chatbots.

<Table>
| **Rule-based chatbots** | **AI chatbots** |
| ------ | ------ |
| Powered by keywords | Programmed with NLP and Machine Learning |
| Can’t capture typos | Employ NLP to understand customer inputs |
| Navigation-focused and incapable of learning from interactions | Use machine learning to get “smarter” over time |
| The interactions feel robotic rather than conversational | Engage naturally in human-like personalized conversations |
| Need to update rules in order to optimize the bot performance | It will continuously improve without much further assistance |
| The implementation process is faster and less complicated | The implementation process is more complicated and longer |
| Difficult to scale but works well if you have a very small scope | Highly scalable due to a broader range of decision-making skills |
</Table>

Utilizing rules-based chatbots and AI chatbots can facilitate a variety of outcomes which provide clear paths to sales avenues for customers. When considering what chatbots are used for, look into infrastructural needs. Artificial intelligence chatbots may be a little bit too ambitious for your operation. Sometimes you just need something that generates preset alternatives for clientele. At other times, you need AI capable of having a conversation. It all depends on the needs of your business overall. 

## Benefits of Chatbots for Businesses

**1. They Give Your Business a Friendly Face**

Chatbots can help your business create a friendly and relatable face for better customer interactions. For your audience, the chatbot becomes the first [**touchpoint**](marketing-attribution-models) and can be more personal than communication through the phone or mail.

Chatbot personality can have a significant influence on user experience, and it plays an important role in customer perceptions. To develop the appropriate chatbot personality for your company, you have to consider factors like brand identity and audience preferences.

To get started, consider the phrases and words that you use when marketing to your audience. The chatbot persona should mirror this language. And while you can’t appeal to everyone, making a persona that’s consistent with your brand voice can address audience preferences.

**2. Constant Availability**

Unlike traditional customer service, chatbots for websites are always available 24/7. It provides support to your customers on weekends and at late hours. Interestingly, AI chatbots are not overwhelmed by a multitude of requests. By design, it can process multiple requests at the same time and maintain accuracy.

Whenever there's a query that a chatbot can't handle, a customer can always forward the question to a human respondent.

Outside the normal business hours, customers can leave a message for customer service to attend to the next business day. But within business hours, the complicated queries can be handled by human employees.

**3. Instant Response to a Customer**

By providing real-time interaction, you can ensure instant service to your customers. The studies confirm that businesses can react three times faster than when using human customer service. That's one of the reasons why chatbots help businesses increase customer satisfaction by [**24%**](https://www.intercom.com/blog/the-state-of-chatbots/).

**4. Gathering Customer Data And Provide Accurate Marketing Insights**

Customer service chatbots can qualify relevant business leads by collecting relevant data that can be used by your sales teams for sales conversions. Ideally, chatbots can direct customers towards desired products based on their queries.

And since we're in the customer age, your customers expect personalized responses to their queries. Chatbots are designed to tap into customer history and generate the most appropriate responses to questions. Most importantly, the data helps your marketing team to send [**personalized messages**](/features/personalization) and offers.

**5. Chatbots Can Increase Your Sales**

If your business can offer the appropriate information and offers to potential customers, your [**conversion**](conversion-funnel-stages-and-optimization) rates can increase significantly. Chatbots for business can provide answers to website visitors throughout the customer journey. Most importantly, it will advise and guide customers when selecting products. According to a recent survey, businesses that use chatbots increased their sales by [**67%**](https://www.intercom.com/blog/the-state-of-chatbots/). 

## Social Media Chatbots

Generally, a website chatbot is a great tool for improving customer service and increasing sales. But you need not only rely on website options. In recent years, chatbots in messengers and social networks have been increasingly implemented by companies from a wide variety of industries. The relevance of the solution is confirmed by the fact that a very large and active audience is concentrated on [**social media**](self-marketing-how-to-promote-yourself-on-social-media). And that audience is your potential consumers.

Let's consider social media like [**Telegram**](updates-telegram-bot-facebook-ads-manager), as an example. Text and image files can be sent through this platform, and "bots", as they've come to be known, are popping up all over the place. You might send bulk messages to Telegram subscribers using chatbots. Varying buttons can be put in images, text can be added, you can have images in your messages, and basically design them just as you like. When the time comes, you can schedule it to be sent as fits your needs; this can be narrowed down to the specific time on the specific day when you need that message sent. After sending, stats can be explored to determine effectiveness. It's a great way to determine how effective your outreach is.

## Final Words

Artificial intelligence has ushered in limitless capabilities for businesses. And chatbots have proved to be an incredible invention for any business. Chatbots offer continuous customer support and recommendations to help you faster. While chatbot technology is useful for automation, it's prudent to balance chatbot automation with the human touch.

A chatbot is a software application that uses AI and NLP to process and understand human intentions and provide guidance to desired outcomes.

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Unlike traditional customer service, chatbots for websites are always available 24/7. It provides support to your customers on weekends and at late hours. 

AI and Rule-Based Chatbots | How to Use It for Your Business

The Benefits of Chatbots for Businesses

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

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