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Conversational marketing: Creating compelling customer connections

Author

Listed:
  • Sotolongo, Nicholas
  • Copulsky, Jonathan

    (Senior Lecturer of Marketing and Academic Director, Business Marketing Strategy, Northwestern University, USA)

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.

Suggested Citation

  • Sotolongo, Nicholas & Copulsky, Jonathan, 2018. "Conversational marketing: Creating compelling customer connections," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 4(1), pages 6-21, April.
    • Handle: RePEc:aza:ama000:y:2018:v:4:i:1:p:6-21
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    Citations

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    Cited by:

    1. de Regt, Anouk & Barnes, Stuart J. & Plangger, Kirk, 2020. "The virtual reality value chain," Business Horizons, Elsevier, vol. 63(6), pages 737-748.
    2. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    3. Selamat, Moch Akbar & Windasari, Nila Armelia, 2021. "Chatbot for SMEs: Integrating customer and business owner perspectives," Technology in Society, Elsevier, vol. 66(C).
    4. Rese, Alexandra & Ganster, Lena & Baier, Daniel, 2020. "Chatbots in retailers’ customer communication: How to measure their acceptance?," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

    More about this item

    Keywords

    conversational marketing; conversational interfaces; chatbots; virtual assistants; chat; voice; smart speakers; artificial intelligence; natural language processing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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