Chris Messina changed the digital world by inventing the hashtag and was among the very first to get into conversational marketing. On November 30, he will be on stage at the MailUp Marketing Conference. In the meantime, we asked him his opinion on the future of digital . He has spent a decade living on the cutting edge of social technology . Designed products and experiences for Google and Uber, founded startups and changed the world by offering many of his creations, including the hashtag. Chris Messina's involvement in conversational marketing theories goes back a long way. This will be the subject of his intervention on stage during the MailUp Marketing Conference on November 30 in Milan . His keynote - Welcome to the Age of Conversational Computing - will focus on what it means to be a marketer in the age of artificial intelligence,
personalization and voice search. MailUp Marketing Conference While waiting for the event, we had the chance to chat with him about the future of marketing and the challenges companies face in approaching conversations with their customers. Plus, we finally got an answer to our question: how did he get the idea for the hashtag? Conversational marketing according to Chris Messina How is conversational marketing changing marketing as we know it? For most Image Masking Service of the 20th century, advertising and marketing strategies adopted a one-to-many broadcast model . Mass media like radio, billboards and TV made it easy to create a message and blanket the people with the same idea. The winning tactic was all about repetition, repetition, repetition . The Internet has disrupted this paradigm by providing new, more intimate channels that support richer, richer one-on-one conversations .
And over the past decade, with the widespread adoption of mobile devices primarily used for messaging and gaming, consumer expectations of brands and businesses have begun to shift, demanding personalization, responsiveness and ubiquity. they get from their friends and family members. It's easy to think that this is purely a problem for customer service, but increasingly, service is inseparable from the product experience itself . For example, if you buy an Apple product, it's supported by the Genius Bar, which is an extension of the product experience - it's not a separate add-on. In fact, there are dedicated features in the operating system that help you connect to support resources provided by Apple. Customer service should no longer be seen as just a cost center to be minimized – it is increasingly a fundamental element of a successful customer relationship . And it's the strength and depth of those relationships that will determine which brands will survive, thrive or die in the coming age of conversational computing