As demand for seamless digital journeys rises, conversational marketing stands out as a transformative approach to engaging customers. By facilitating real-time, one-to-one dialogue, this method promises deeper connections and more relevant interactions.
But how impactful is conversational marketing?
What is Conversational Marketing?
Conversational marketing centres on real-time, personalised communication channels such as chatbots, live chat, messaging apps, SMS, and social media DMs to guide users through their journey. Unlike traditional marketing, which often relies on mass communication or static forms, conversational marketing offers instantaneous, two-way interactions that address needs, solve problems, and build relationships on the spot.
A 2023 Zendesk CX Trends report found that 71% of Australian consumers expect real-time chat options, and 62% have engaged with a business through messaging in the past year. Brands that offer these capabilities are meeting audiences where they already are, providing the immediacy and support that is now expected.
From Banking to Retail: The Widespread Impact of Conversational Marketing in Australia
Australian companies are actively pioneering conversational marketing and seeing tangible benefits:
- Commonwealth Bank of Australia (CommBank): Its “Ceba” virtual assistant handled over nine million customer queries in 2022, delivering an 84% first-contact resolution rate and cutting wait times across channels.
- Telstra: After rolling out chatbots and 24/7 live messaging on web and app, Australia’s largest telco reported a 20% decrease in call centre volume—translating to significant cost savings and freeing up agents for more complex issues.
- Qantas: The airline harnesses Facebook Messenger and website chat to provide real-time flight, check-in, and travel updates. These conversational touchpoints boost engagement and minimise call centre traffic, especially during peak travel periods.
It’s not just service providers; retailers are embracing this shift as well. Salesforce reports that 67% of Australian businesses are now using conversational AI or live chat, up sharply from 45% in 2020, a sign that adoption is accelerating as results become evident.
Building Connections: Personalising Touchpoints with Conversational Marketing
Conversational marketing personalises every customer touchpoint:
- Awareness: Chatbots instantly greet visitors, recommend solutions, and answer basic questions, cutting friction from first contact.
- Consideration: Live and automated conversations tailor advice, dispel doubts, and nurture leads, ensuring people feel seen and supported.
- Decision: Seamless handoff from bot to human ensures that complex or high-value queries get expert attention, moving prospects quickly towards a confident purchase.
The value is clear: LivePerson found Australian customers are twice as likely to return to a business that delivers strong conversational experiences. These real-time interactions build trust, accelerate sales cycles, and increase customer satisfaction, key drivers of loyalty and repeat purchase.
From Efficiency to Growth: How Conversation Fuels the Bottom Line
Conversational marketing’s value extends to financial performance and marketing effectiveness:
- HubSpot’s 2023 APAC report found a 40% increase in qualified leads and a 30% faster sales cycle for brands deploying conversational tactics.
- Telstra’s 20% reduction in support calls demonstrates major operational efficiency and cost savings.
- Faster lead qualification, higher conversion rates, increased order values, and improved retention all contribute to an improved bottom line.
The impact is further amplified when conversational marketing is integrated with a Customer Data Platform (CDP). By unifying conversational data with broader customer profiles, brands can target messaging by segment or individual, continue conversations across channels, and deliver deeply personalised experiences.
For example, a customer who has chatted about a specific product will receive tailored follow-ups and offers, boosting relevance, upsell opportunities, and overall customer lifetime value. Real-time data from CDPs ensures every conversational touchpoint feels informed and authentic, further driving sales and satisfaction.
Staying Ahead: Embracing Conversational Marketing for Sustained Success
Australian businesses, and their customers, are already benefiting from the shift to conversational marketing. Higher engagement, swifter resolutions, and rising conversion rates demonstrate its impact, especially when enhanced with data-driven personalisation through CDP integration.
In a landscape where expectations for real-time engagement continue to rise, companies still relying on traditional approaches risk being left behind. Exploring conversational tactics, starting with live chat or chatbot integrations, can provide immediate improvements, while connecting these tools to a CDP unlocks the full potential of intelligent, revenue-driving personalisation.
Build Meaningful Customer Relationships with Pattern
Ready to expand your communication channels to drive customer engagement and build meaningful relationships? Get in touch with Pattern today to learn more about our Customer Relationship Management (CRM) services.
