Campaign Crash Course: A conversational commerce primer for brand marketers | Analysis

Welcome back Asia Pacific CampaignThe Crash Course Learning Series, in which you’ll learn valuable lessons and business tips on common and essential topics from industry experts in just five minutes. Think of it as a mini MBA, if you will.

Lessons will cover the scope of the marcom industry, including technology, creativity, media, strategy, leadership, diversity, inclusion, and more. We’ll start by introducing you to larger topics and delving deeper into specific elements in the future. This series is designed to be useful to C-suite executives as well as those just starting out in their careers.

the lesson

Lesson 41 in the Crash Course series will cover the emerging opportunity for brands and marketers in the conversational commerce space. While the pandemic has driven online commerce and forced agencies and marketers to rapidly rework their strategies to engage with a growing audience on the web, conversational commerce is taking this development one step further. Conversational commerce enables shopping with AI, NLP, and speech recognition on messaging apps such as Facebook Messenger, WhatsApp, Instagram, WeChat and Line.

Conversational commerce allows brands to push products in real time in a customized and adaptive way. From startups to sprawling conglomerates, companies and brands of all sizes have adopted the capabilities of conversational commerce. This lesson will give you an introductory book on how the thriving form of trade works.

In this lesson you will learn:

  • What is conversational trading?

  • How do brands build a presence in this field?

  • Conversational trading benefits.

  • Steps to Building a Strong Business Conversational Presence.

  • Potential challenges in making this transition.

your teacher

Vartika Verma is the Vice President of Marketing for Yellow.ai (formerly Yellow Messenger), a conversational automation platform. Verma’s 15-year career has been invested in brand marketing and growth for technology companies such as Directi, Rocket Internet, MobiKwik and Payoneer.


Verma is passionate about leading innovative enterprise marketing strategies to create products and customer experiences for global markets. She has won three Abbey Awards for creativity in media marketing and for creating Outstanding Brands.

the test

After watching the video above, test your knowledge of conversational trading with this quiz:

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