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What Is Conversational Marketing and Why Do Brands Need It Now? By Lauren Lee, Head of Product Marketing Consumers expect brands to listen, and quarantine isolation has intensified their desires for meaningful personal connections and immediate responses from brands. Meanwhile, marketers are challenged with recalibrating their strategies and messaging to meet new consumer behaviors and demands without a clear roadmap or precedent. In response to the new reality brought on by Covid-19, brands are striving to find a balance between leaning into empathetic, user-centric practices and safeguarding economic stability. But the ways in which marketers determine what consumers think about brands must change as well. Traditional methods such as in-person focus groups are likely on hold for the foreseeable future. Similarly, social listening tools may skew toward the context of current conversations.

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