Abstract
Conversational interfaces allow people to direct devices and programs through natural dialogue. Chatbots (which integrate with messaging apps like Facebook Messenger) and virtual assistants (including Apple’s Siri and Amazon’s Alexa) are examples of conversational interfaces that have emerged in recent years. As adoption of conversational interfaces increases, so will opportunities for marketers to utilise them to better meet consumer needs. This paper highlights the trends driving the rise of conversational interfaces, identifies the types of conversational ‘jobs to be done’ for customers in the context of the marketing funnel, and discusses the implications of conversational data for marketers.
Original language | English (US) |
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Pages (from-to) | 6-21 |
Number of pages | 16 |
Journal | Applied Marketing Analytics |
Volume | 4 |
Issue number | 1 |
State | Published - Mar 1 2018 |
Keywords
- Artificial intelligence
- Chat
- Chatbots
- Conversational interfaces
- Conversational marketing
- Natural language processing
- Smart speakers
- Virtual assistants
- Voice
ASJC Scopus subject areas
- Strategy and Management
- Statistics, Probability and Uncertainty
- Marketing