Marketers are drawn to Quora mainly to understand their customers. What kind of content are they engaging with? What questions are they asking? So, what does it reveal about what they are thinking and what they feel? Marketers can understand trends too – what people are most concerned about. Understand what the competitor is doing. What can you do to outsmart them? Free market research, as it were.
With an AI-powered chat in the mix, marketers must ensure that their digital presence across the web is pristine and conveys exactly what they wish to communicate by way of Brand messaging - because that is where the bots will glean the information from.
And regardless of AI-powered bots answering questions about their brands, marketers must dive all in and answer them in the best way possible. Because, just like a human, the bot will learn as it goes along – and it is the marketer who must ensure that the AI will pick up the right information, presented in the best way possible.
Conversely, if a marketer sits back and relaxes thinking that anyway an AI-powered system will answer and respond to questions / queries / complaints, all will be lost.
Marketers need to stay alert and bring their A-game on!