Skip to main content
Mobile
  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations
HS Talks HS Talks
Subjects  
Search
  • Notifications
    Notifications

    No current notifications.

  • User
    Welcome Guest
    You have Limited Access The Business & Management Collection
    Login
    Get Assistance
    Login
    Forgot your password?
    Login via your organisation
    Login via Organisation
    Get Assistance
Finance, Accounting & Economics
Global Business Management
Management, Leadership & Organisation
Marketing & Sales
Strategy
Technology & Operations
Practice paper

Conversational marketing: Creating compelling customer connections

Nicholas Sotolongo and Jonathan Copulsky
Applied Marketing Analytics: The Peer-Reviewed Journal, 4 (1), 6-21 (2018)
https://doi.org/10.69554/IRCX9392

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.

Keywords: conversational marketing; conversational interfaces; chatbots; virtual assistants; chat; voice; smart speakers; artificial intelligence; natural language processing

The full article is available to subscribers to the journal.

Already a subscriber? Login or review other options.

Author's Biography

Nicholas Sotolongo is a data strategist who focuses on measuring the impact of marketing investments and technology. Nicholas recently received his MS from the Medill Integrated Marketing Communications programme at Northwestern, where he was a research fellow at the Spiegel Digital and Database Research Center. In his work, Nicholas combines creative communications experience with data analytics to drive actionable insights for organisations.

Jonathan Copulsky is a senior partner with Deloitte and has led the firm’s thought leadership programme for the past five years. In this role, he oversaw the launch of Deloitte University Press and dramatically expanded use of innovative approaches to thought leadership, such as large scale data visualisations and massive open online courses. Jonathan writes frequently on issues related to marketing strategy, including a critically acclaimed book, Brand Resilience, a primer for executives on managing reputational risk. Jonathan serves as an adjunct faculty member at Northwestern University and charter member of the Advisory Board for Northwestern’s Spiegel Research Center.

Citation

Sotolongo, Nicholas and Copulsky, Jonathan (2018, April 1). Conversational marketing: Creating compelling customer connections. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 1. https://doi.org/10.69554/IRCX9392.

Options

  • Download PDF
  • Share this page
    Share This Article
    Messaging
    • Outlook
    • Gmail
    • Yahoo!
    • WhatsApp
    Social
    • Facebook
    • X
    • LinkedIn
    • VKontakte
    Permalink
cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 4 / Issue 1
© Henry Stewart
Publications LLP

The Business & Management Collection

  • ISSN: 2059-7177
  • Contact Us
  • Request Free Trial
  • Recommend to Your Librarian
  • Subscription Information
  • Match Content
  • Share This Collection
  • Embed Options
  • View Quick Start Guide
  • Accessibility

Categories

  • Finance, Accounting & Economics
  • Global Business Management
  • Management, Leadership & Organisation
  • Marketing & Sales
  • Strategy
  • Technology & Operations

Librarian Information

  • General Information
  • MARC Records
  • Discovery Services
  • Onsite & Offsite Access
  • Federated (Shibboleth) Access
  • Usage Statistics
  • Promotional Materials
  • Testimonials

About Us

  • About HSTalks
  • Editors
  • Contact Information
  • About the Journals

HSTalks Home

Follow Us On:

HS Talks
  • Site Requirements
  • Copyright & Permissions
  • Terms
  • Privacy
  • Sitemap
© Copyright Henry Stewart Talks Ltd

Personal Account Required

To use this function, you need to be signed in with a personal account.

If you already have a personal account, please login here.

Otherwise you may sign up now for a personal account.

HS Talks

Cookies and Privacy

We use cookies, and similar tools, to improve the way this site functions, to track browsing patterns and enable marketing. For more information read our cookie policy and privacy policy.

Cookie Settings

How Cookies Are Used

Cookies are of the following types:

  • Essential to make the site function.
  • Used to analyse and improve visitor experience.

For more information see our Cookie Policy.

Some types of cookies can be disabled by you but doing so may adversely affect functionality. Please see below:

(always on)

If you block these cookies or set alerts in your browser parts of the website will not work.

Cookies that provide enhanced functionality and personalisation. If not allowed functionality may be impaired.

Cookies that count and track visits and on website activity enabling us to organise the website to optimise the experience of users. They may be blocked without immediate adverse effect.