TRENDS AND PROPOSALS FOR MARKETING COMMUNICATION TOOLS IN CUSTOMER SERVICE
TRENDS AND PROPOSALS FOR MARKETING COMMUNICATION TOOLS IN CUSTOMER SERVICE
Author(s): Veronika Johanesová, Rudolf Husovič, Jarmila VaňováSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Customer Service; Chatbot; Marketing Communication; New Trends; Smart Speaker;
Summary/Abstract: In this paper we compare new trends of marketing communication with customers. With the advent of artificial intelligence and more sophisticated algorithms, the marketing communication has changed. Online marketing has got even more powerful tools; however, we still have to solve the trivial issues such as answering the questions which marketing tool is more suitable for our aim of field. In this paper, we focus on comparation of theoretical basis of smart speaker technology and chatbot technology in terms of marketing communication. Our aim is to increase percentage of answering the customer queries in customer service as a part of marketing communication conforming to new trends in technology. In first chapter we deliver brief introduction to the issue followed by second chapter designed for illumination of theoretical basis enriched with case studies and proposals for each sub-chapter. In third chapter we contribute our brief proposals for new way of marketing communication in terms of customer service.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 604-615
- Page Count: 12
- Language: English