Do conversational platforms represent the next big digital marketing opportunity?

Jonathan Copulsky*

*Corresponding author for this work

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

This paper examines the evolution of conversational platforms. Over the next three to five years, the technology will likely evolve rapidly, allowing conversational platforms to move beyond established customer service use cases to applications that facilitate more informed customer decision-making and create more immersive brand engagement experiences. Marketers will need to sort through the legal, regulatory and brand trust issues associated with the Big Data generated by conversational platforms, as well as integrate conversational platforms into their user experience roadmap, data strategies and marketing technology stack.

Original languageEnglish (US)
Pages (from-to)311-316
Number of pages6
JournalApplied Marketing Analytics
Volume4
Issue number4
StatePublished - Jan 1 2019

Keywords

  • Brand engagement
  • Brand trust
  • Chatbots
  • Conversational platforms
  • Customer experience
  • Digital marketing
  • Recommender systems
  • Virtual assistants

ASJC Scopus subject areas

  • Strategy and Management
  • Statistics, Probability and Uncertainty
  • Marketing

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