B2B Daily
Mar 7, 2025
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Conversational commerce serves as a powerful tool for enhancing brand reputation and fostering meaningful connections with consumers.
Excerpt:
A study commissioned by Smartly and conducted by Forrester Consulting reveals a significant advancement in digital advertising: the rise of conversational commerce. This emergent trend enables brands to interact directly and personally with consumers, significantly enhancing marketing efficiency. The shift is motivated by evolving social platforms which now serve as hubs for discovery, entertainment, and seamless transactions. Over half of marketers have already allocated dedicated budgets for conversational commerce, distinguishing it from traditional programmatic or paid social avenues. Notably, 73% of marketers plan to boost their investments in conversational commerce by up to 50% over the next two years. This powerful trend indicates a multi-faceted impact on the industry: it boosts brand reputation, enriches customer experiences, and drives comprehensive engagement throughout the consumer journey. However, despite marketers recognizing the importance of creative strategies in enhancing full-funnel effectiveness, from awareness to conversion, only 27% report a fully integrated creative and media process. This disparity highlights a significant gap in current marketing approaches.
Prominent figures such as Moses Velasco from Smartly emphasize the necessity for brands to deliver personalized, contextually relevant interactions across all touchpoints. Neil Jones from Boots has cited substantial improvements in key performance metrics, including a 4.6x increase in conversion rates and a 49% lift in sales campaign performance, along with an 11% reduction in CPA during the holiday season. Such exemplary results highlight the substantial benefits that conversational commerce can offer brands embracing this trend.