Do conversational platforms represent the next big digital marketing opportunity?

Jonathan Copulsky
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Jonathan Copulsky: Northwestern University, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2019, vol. 4, issue 4, 311-316

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.

Keywords: conversational platforms; virtual assistants; chatbots; recommender systems; brand engagement; brand trust; customer experience; digital marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2019:v:4:i:4:p:311-316

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