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Chatbots in Marketing: An In-Deep Case Study Capturing Future Perspectives of AI in Advertising

Published: 17 January 2023 Publication History

Abstract

A personalized customer approach in marketing offers many benefits to customers and organizations. With chatbots, personalized marketing could reach the next level as they gather, analyze, and use customer data while communicating with them. Based on qualitative data collected with a start-up in the field, this in-depth case study evaluates the potential of chatbots from an industry perspective, identifying significant benefits, challenges, and future directions that organizations can use to engage in chatbots in marketing. Our main results indicate that chatbots offer optimized customer approaches that are less intrusive and provide a better identification and segmentation of customers. We also see that organizations should avoid bombarding customers with advertising messages because the chatbot enables them to approach the customer directly, so use this communication channel wisely. In the future, chatbots can optimize access to a wholesome customer experience that fits customers' preferences.1

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    cover image ACM Conferences
    SIGMIS-CPR '22: Proceedings of the 2022 Computers and People Research Conference
    June 2022
    126 pages
    ISBN:9781450392310
    DOI:10.1145/3510606
    Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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    Published: 17 January 2023

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    Author Tags

    1. artificial intelligence
    2. case study
    3. conversational agent
    4. one-to-one marketing

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    • (2023)Evolving Conversations: A Review of Chatbots and Implications in Natural Language Processing for Cultural Heritage EcosystemsInternational Journal of Robotics and Control Systems10.31763/ijrcs.v3i4.11953:4(955-1006)Online publication date: 5-Dec-2023
    • (2022)Chatbot de LinkedIn y crecimiento publicitario del perfil profesional en administraciónData & Metadata10.56294/dm2022501(22)Online publication date: 15-Dec-2022

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