Conversational marketing: Creating compelling customer connections

Nicholas Sotolongo and Jonathan Copulsky
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Jonathan Copulsky: Senior Lecturer of Marketing and Academic Director, Business Marketing Strategy, Northwestern University, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2018, vol. 4, issue 1, 6-21

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (4)

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