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Do conversational platforms represent the next big digital marketing opportunity?

Author

Listed:
  • Copulsky, Jonathan

    (Northwestern University, USA)

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.

Suggested Citation

  • Copulsky, Jonathan, 2019. "Do conversational platforms represent the next big digital marketing opportunity?," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 4(4), pages 311-316, March.
    • Handle: RePEc:aza:ama000:y:2019:v:4:i:4:p:311-316
    as

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    More about this item

    Keywords

    conversational platforms; virtual assistants; chatbots; recommender systems; brand engagement; brand trust; customer experience; digital marketing;
    All these keywords.

    JEL classification:

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

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