Chatbots as a Digital Marketing Communication Tool : Case Company: Wiredelta
Kurilchik, Eleonora (2017)
Lahden ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060512478
https://urn.fi/URN:NBN:fi:amk-2017060512478
Tiivistelmä
Customer communication is essential for businesses to grow and develop profitably and efficiently if organized in a proper way. Marketing communication helps a company engage with a target audience in order to pursue their business objectives. Last few years digital marketing communication was all about social media. Marketers were looking for new ways to use different social networks. However, this trend does not play a starring role anymore, because there is a new exciting communication channel – chatbots.
The main objective of the research was to find out how businesses should develop chatbots so they can be used for communication with customers. The study was conducted under inductive research approach and qualitative methodologies were used. The secondary data was retrieved from latest academic and semi-academic published and electronic resources, while the primary data was acquired via structured interviews and focus group discussion. The conclusion about the use of chatbots as digital marketing communication tools was based on both types of data that was precisely analyzed.
The results of the study showed that chatbots can be a great tool for customer communication, but there are some limitations due to the technology not being advanced yet as well as due to the lack of people’s awareness on how to communicate with chatterbots. In order to succeed businesses should be paying a lot of attention to users’ behavior and constantly developing chatbots, making them more efficient and easy-to-understand.
The main objective of the research was to find out how businesses should develop chatbots so they can be used for communication with customers. The study was conducted under inductive research approach and qualitative methodologies were used. The secondary data was retrieved from latest academic and semi-academic published and electronic resources, while the primary data was acquired via structured interviews and focus group discussion. The conclusion about the use of chatbots as digital marketing communication tools was based on both types of data that was precisely analyzed.
The results of the study showed that chatbots can be a great tool for customer communication, but there are some limitations due to the technology not being advanced yet as well as due to the lack of people’s awareness on how to communicate with chatterbots. In order to succeed businesses should be paying a lot of attention to users’ behavior and constantly developing chatbots, making them more efficient and easy-to-understand.