A NEW BUSINESS MARKETING TOOL: CHATBOT

Year 2020, Volume: 3 Issue: 1, 31 - 46, 15.09.2020

Ayşe Barış

https://doi.org/10.5281/zenodo.4030216

Abstract

With the developing and fast converting technology, marketing strategies have also changed to fulfill the demands and needs of consumers. Recent advancements in AI and machine learning and worldwide acceptance of internet and messaging platforms have inspired companies to focus on chatbots. Chatbot can be defined as AI-based computer program that can talk to people and be inactive communication. They are also called as virtual assistants that understand human capabilities. According to recent data, chatbots are important for the brands to survive for the future. The main objective of the research is to find out how chatbots can contribute to business marketing strategies and how businesses should develop it so they can be used for communication with customers. The chatbot named Beauty gifter, created in 2017 by L'Oréal Paris, is selected as a case study. The results of the study shows that chatbots can be a great tool for customer communication but businesses should be paying a lot of attention to the customer’s mindset and develop chatbots by using AI more efficiently.

Keywords

Artifical intelligence, Chatbots, Consumer Engagement, Marketing

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