Chatbots: a must, or a potential trap?

No CMO can present at a marketing-related conference without including a couple of slides about his or her company’s chatbot. Following the multi- or omnichannel strategy and customer journeys, it’s now the turn of the chatbots. And that’s only logical. Chatbots are the future, they’re innovative, and they show how progressive an organisation is. Don’t they?   The word tells you everything you need to know: it’s a robot that chats. That’s its primary function. A chatbot...

Marketing Automation

Marketing Automation

It’s join or quit. There’s no middle ground. Without marketing automation, marketers will lose the battle for the consumer. That’s the general trend in marketing land. But is that really true?   Marketing automation? Is marketing automation just another buzzword that we, as marketers, have to comply with? Personally, my skin crawls when I read the description that Wikipedia gives for Marketing Automation. This description is so inside out: technology can never be leading, but it can be...