Do conversational platforms represent the next big digital marketing opportunity?

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.