EFFECTIVE ROLE OF ARTIFICIAL INTELLIGENCE AND CHATBOTS IN MARKETING STRATEGIES FOR DECISION MAKING FOR ONLINE CUSTOMERS
Abstract
Internet marketing is the practise of marketing and selling products and services via the use of the internet as a distribution and sales channel. With a texting-based website that just provided product information and other necessary information, internet marketing first gained traction in the year 1990. It deals with more than only the selling of goods; it also deals with several advertisement platform such as websites, software, applications, and social media. Websites like Amazon.com, YouTube.com, Alibaba.com, Google.com, and Yahoo.com are just a few of the businesses that have changed how the internet is used for marketing in the twenty-first century. Among the many online marketing strategies are pay-per-view,pay-per-click, and pay-per-call advertisements. New marketing strategies are created every day. It is critical to understand the current trend. Every organization is constantly creating new techniques in order to find a better strategy to optimize income and company growth. Consumers are growing more smarter these days. There are couple of trends in digital marketing which help a customer to understand about the right information from time to time. An attempt was made to find out which of these digital marketing trends is impacting the decision-making process of the customer, more. In this research study, it is found that most of the respondents are being impacted by the Chatbots among other digital marketing trends followed by Voice-search.
Keyword : #
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
[1] Ryan Dessi and Russ Henneberry, Digital marketing for Dummies, John Wiley & Sons,2017. [2] T. Eriksson, A. Bigi, and M. Bonera, “Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation,” The TQM Journal, vol. 32, no. 4. Emerald, pp. 795–814, Apr. 22, 2020. doi: 10.1108/tqm-12-2019-0303. [3] B. Vlačić, L. Corbo, S. Costa e Silva, and M. Dabić, “The evolving role of artificial intelligence in marketing: A review and research agenda,” Journal of Business Research, vol. 128. Elsevier BV, pp. 187–203, May 2021. doi: 10.1016/j.jbusres.2021.01.055. [4] A. De Bruyn, V. Viswanathan, Y. S. Beh, J. K.-U. Brock, and F. von Wangenheim, “Artificial Intelligence and Marketing: Pitfalls and Opportunities,” Journal of Interactive Marketing, vol. 51. SAGE Publications, pp. 91–105, Aug. 2020. doi: 10.1016/j.intmar.2020.04.007. [5] M.-H. Huang and R. T. Rust, “A strategic framework for artificial intelligence in marketing,” Journal of the Academy of Marketing Science, vol. 49, no. 1. Springer Science and Business Media LLC, pp. 30–50, Nov. 04, 2020. doi: 10.1007/s11747-020-00749-9. [6] E. Hermann, “Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective,” Journal of Business Ethics, vol. 179, no. 1. Springer Science and Business Media LLC, pp. 43–61, May 26, 2021. doi: 10.1007/s10551-021-04843-y. [7] C. M. Feng, A. Park, L. Pitt, J. Kietzmann, and G. Northey, “Artificial intelligence in marketing: A bibliographic perspective,” Australasian Marketing Journal, vol. 29, no. 3. SAGE Publications, pp. 252–263, Aug. 01, 2020. doi: 10.1016/j.ausmj.2020.07.006. [8] S. Verma, R. Sharma, S. Deb, and D. Maitra, “Artificial intelligence in marketing: Systematic review and future research direction,” International Journal of Information Management Data Insights, vol. 1, no. 1. Elsevier BV, p. 100002, Apr. 2021. doi: 10.1016/j.jjimei.2020.100002. [9] M.-H. Huang and R. T. Rust, “A Framework for Collaborative Artificial Intelligence in Marketing,” Journal of Retailing, vol. 98, no. 2. Elsevier BV, pp. 209–223, Jun. 2022. doi: 10.1016/j.jretai.2021.03.001. [10] V. Kumar, B. Rajan, R. Venkatesan, and J. Lecinski, “Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing,” California Management Review, vol. 61, no. 4. SAGE Publications, pp. 135–155, Jul. 04, 2019. doi: 10.1177/0008125619859317. [11] U. Kose and S. Sert, “Improving content marketing processes with the approaches by artificial intelligence,” arXiv, 2017, doi: 10.48550/ARXIV.1704.02114. [12] E. Van den Broeck, B. Zarouali, and K. Poels, “Chatbot advertising effectiveness: When does the message get through?,” Computers in Human Behavior, vol. 98. Elsevier BV, pp. 150–157, Sep. 2019. doi: 10.1016/j.chb.2019.04.009. [13] R. Roy and V. Naidoo, “Enhancing chatbot effectiveness: The role of anthropomorphic conversational styles and time orientation,” Journal of Business Research, vol. 126. Elsevier BV, pp. 23–34, Mar. 2021. doi: 10.1016/j.jbusres.2020.12.051. [14] W.-H. S. Tsai, Y. Liu, and C.-H. Chuan, “How chatbots’ social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue,” Journal of Research in Interactive Marketing, vol. 15, no. 3. Emerald, pp. 460–482, Jun. 18, 2021. doi: 10.1108/jrim-12-2019-0200. [15] Oisin Muldowney, Chatbots: An introduction and easy guide to making your own, augest 27th 2017 by way of Curses & Magic. [16] Danny Star, Digital marketing 2020. June 27th 2019. [17] Prof.Dr.philip Kotler, Prof.Dr. Gray Armstrong and prof. Dr. Marc oliver Opresnik Marketing: An introduction, 13th Edition. Pearson education ltd: Global Ed of 13thRevised Ed 8th june 2016. [18] https://chatbotsmagazine.com/the-best-books-you-need-to-read-to-understand-chatbot-ecosystem-a72e8a0bd2a. [19] https://www.Researchgate.Net/creation/328253026_A_Critical_Review_of_Digital_Marketing [20] L. Lo Presti, G. Maggiore, and V. Marino, “The role of the chatbot on customer purchase intention: towards digital relational sales,” Italian Journal of Marketing, vol. 2021, no. 3. Springer Science and Business Media LLC, pp. 165–188, Jun. 07, 2021. doi: 10.1007/s43039-021-00029-6. APPENDIX QUESTIONNAIRE Demographics: Age: Gender: Occupation: 1. Which of the following digital marketing trends do you know more about a) Chat bots b) Voice search c) Social messaging apps d) Social media stories e) other 2. Have you ever chatted with a Chatbot? a) Yes b) No 3. While chatting with a Chatbot what were some positive aspects a) The Chatbot answered quickly b) The Chatbot was friendly c)The Chatbot assisted properly d) It provided right information e) Others. 4. What were the problems, you found, while using Chatbots? (Checkboxes) a) It could not understand my query b) It could not understand my wordings c) It took a long time to help me out d) It was unable to solve my issue and I needed to speak to a person. e) Others. 5. We, mostly, use the Chatbots for? a) Product/service information b) Finding a right point of contact/agent c) Making a complaint d) Other 6. Rate your experience with chatbot a) Satisfied b) Very satisfies c) Neutral d) Unsatisfied e) Very unsatisfied 7. Do you ever use voice searches on any device? (For e.g., Google Assistant on Android) a) Yes b) No 8. Which device are you using, voice search assistants, on: a) iPhone b) Android c) Desktop d) Other 9. How frequently do you use voice search? a) Daily b) Weekly c) Monthly d)Hardly ever 10. Positive things about voice search a) Faster response b) Voice assistance c) Ease of use d) Available in multilingual e) Others 11. Problems of voice search a) Accuracy in results b) Timeliness c) Accent recognition d) Background Novicee) Others. 12. Rate your experience with voice search a) Satisfied b) Very satisfies c) Neutral d) Unsatisfied e) Very unsatisfied