Driving Conversational Marketing With Intelligent Chatbots

In today’s increasingly complex marketing environment, the rise of intelligent chatbots in conversational marketing has created new opportunities for organizations to engage with consumers. Conversations that once relied entirely on human interaction are now being augmented or automated, providing consumers with more timely and personalized experiences. Intelligent chatbots, powered by natural language processing, machine learning, and predictive analytics, have evolved beyond simple customer support tools to become strategic touchpoints for customer engagement and value creation. As a result, conversational marketing has emerged as an important strategic approach, enabling organizations to move beyond one-time transactions and build more meaningful relationships with consumers through ongoing, personalized interactions. Driving Conversational Marketing With Intelligent Chatbots synthesizes fragmented research on conversational marketing by drawing on key theoretical perspectives in relationship marketing, service-dominant logic, and customer engagement. In doing so, this book provides an integrated understanding of how intelligent chatbots contribute to value creation and customer interaction in digital environments. Covering topics such as anthropomorphic conversational agents, return on investment, and voice chatbots, this book is an excellent resource for graduate and doctoral students, digital marketing professionals, customer experience specialists, customer relationship management professionals, marketing technology professionals, technology developers, and more.