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Conversational marketing: Creating compelling customer connections
Applied Marketing Analytics: The Peer-Reviewed Journal,
4
(1),
6-21
(2018)
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.
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.
© Henry Stewart
Publications LLP
Publications LLP