Conversational marketing: Creating compelling customer connections

Nicholas Sotolongo, Jonathan R Copulsky

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

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 languageEnglish (US)
Pages (from-to)6-21
Number of pages16
JournalApplied Marketing Analytics
Volume4
Issue number1
StatePublished - 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

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