CHATBOTS IN MARKETING- A case study by Morph.

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About Morph.ai
Morph.ai lets businesses create ChatBots for marketing and sales. They are a SaaS platform over
which businesses can build, manage and evolve their chatbots. This is a self-serve platform where
the user can login, create their bot, view analytics, monitor running conversations and other
related stuff. They also provide bot consultation and custom service to few clients, selectively.

Morph.ai launched in March 2016 and their product has been live for around 10 months now,
acquiring a bunch of large clients and a host of midsize and small businesses using the platform.
They are one of the initial movers and a key player in the global chatbot space.

Morph.ai is introducing conversational marketing and sales using ChatBots. The solution helps
businesses leverage messaging as a channel for marketing and sales by promoting Bot as a
Landing Page. They are currently focused on mid-large businesses.

So, whats a ChatBot?

A chatbot is a computer program designed to simulate a conversation with human users through
messaging platforms like Facebook Messenger, Skype, SMS etc. Contrary to the general belief,
majority of chatbots are created without much or any involvement of Artificial Intelligence. The
task of simulating conversations can be handled with a good understanding of the scope of the
conversation and a well-designed conversation script. To enhance this experience, many chatbots
are instilled with capabilities of understanding Natural Language Processing or NLP, which is
the day to day language humans speak, like the one you are reading right now. This Natural
Language Processing or NLP capability in the chatbots, adds an AI angle to this technology. The
NLP enabled bots can understand anything from simple His and Byes to complicated statements
like Please add 2kg bananas in my cart, depending on sophistication of the underlying tech.

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 Figure 1 Rise of Bots on Messenger Apps

Conversational Marketing
Conversational Marketing is feedback oriented, personalized, one-on-one marketing practice.
Conversational marketing uses two-way communication to identify interests of potential clients
and communicate with them using special offers and information most relevant to and desired
by them. The communication aims at knowing what the customer wants directly from the client,
rather than the traditional methods like demographics study and ads and usage tracking.
Marketers have always been wanting to have these one-on-one conversations with their
customers to learn what they are looking for, and develop a richer relationship with them. These
relations make conversions easier and faster and also boosts brand loyalty. Chatbots are the
perfect platform to realize this desire. AI enabled bots can learn from customer interactions,
collect feedback from them and map out the likes and dislikes of the users. Messaging as a channel
is huge and has a great penetration in the consumer market. With messaging and AI coming
together in chatbots, the goals of conversational marketing can be fulfilled at scale.

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This is what it looks like

User sees ad and Bot responds User continues the Bot helps user and
clicks on it and lands instantly in the interaction on chat drives his purchase
on bot context of the ad that decision
is clicked

If the user goes away, the bot continues to follow up and generate interest of the user. This
consistent lead nurturing boosts conversion and enhances the relationship between the user and
the brand.

Great! What does the market look like?

Great marketers are always great at experimenting and trying newer technologies and
approaches to reach out to their audience. Marketing on chatbots has intrigued the interest of the
marketers and the search for a great tool would stop with Morph.ai.

Facebook Messenger itself hosts 100,000+ chatbots in the first 1 year of chatbot API launch.
Chatbot market is estimated to be $20b in next 3 years.
A survey of 4000 C-suite executives revealed that 64% CMOs want to approach their
clients individually.
66% of purchasers said the reason for choosing a company was consistent and relevant
communication
Businesses who have used chatbots report a retention growth of 1.5x-2x.

Morph.ai has achieved some great success with marketing bots. Following are some figures to
muse on.

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 About half a million marketing messages flow out of Morph.ai every month.
We have experienced an open rate of 81%, compare that with a typically good email
marketing open rate of 22%.
Average conversation duration on Morph.ai has been 3.5 minutes, thats a really good
figure. The longer the conversations, the more engaging it is and better it is for a brand.
The receivers of messages of our bots are increasing at 22%.
Deploying chatbots as landing pages can increase the qualified lead count by 200% -
500% in the same ad budget.

The future ahead for Morph

All of Morphs growth has been inbound till now. As a next step, they are focusing their
marketing efforts towards CMOs and marketing officials of mid-large businesses.

Morphs focus is on 3 marketing channels for now:

1. Linkedin Marketing
Sponsored InMail and Promoted Posts with industry specific content to marketing heads
2. Content Marketing
PR through online magazines and regular SEO optimised content publishing on
Morph.ai blog
3. Google Search Ads
PPC ads to capture people searching for bots, lead generation and related topics

How can you help?

How to market a marketing tool? thats the question at hand. Morph is looking for some data
driven, actionable plan on marketing this product to the right audience.

They plan to target midsize and large businesses who spend a good amount of money on their
marketing efforts. They wish to communicate to the brands how conversational marketing can
do wonders for their business goals and also add a cool factor to their brand persona as they
adopt Artificial Intelligence and Chatbots.

1. Choose your own Challenge-

Innovative action plan for a specific target group
Pick a very specific audience of your choice and suggest innovative strategies to market
the product to them
Go through LinkedIn filters to choose the audience. Devise a cost effective B2B
marketing plan
Include all specifics of ad and content strategy in the plan
The deliverables should contain 2 ad designs and a 300-500 word blog for the target
group.

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 2. Influencer Marketing
Suggest a strong influencer marketing plan by studying the specifics of influencer
marketing paradigm, the best practices and the pitfalls.
Design the perfect influencer persona for Morph.ai
Reach out to these influencers and convert at least 3 of them to work with Morph.ai
The deliverables include a strategy to attract influencers, persona of an ideal influencer
and a detailed study on market standards on influencer pricing.

The solution document has to be in word/pdf within 1000 words (excluding exhibits and excel
sheets) in Book Antiqua font 11.