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Conversational marketing: Creating compelling customer connections
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2018
Year
Customer ExperienceNatural DialogueChatbotEngineeringDigital MarketingCommunicationConversational InterfacesConversational AgentsManagementMarketing CommunicationConversational MarketingConversation AnalysisConversational User InterfaceRelationship MarketingDialogue ManagementUser ExperienceMarketing FunnelMarketingInteractive MarketingSocial ComputingHuman-computer Interaction
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.