Abstract:

In the digital era, chatbots have emerged as a transformative tool in online marketing (Crolic et al. 2022). This abstract introduces an ongoing research endeavor that specifically explores the role of chatbots in online marketing strategies. The research is a work in progress, aimed at understanding and contributing to the dynamic field of chatbot marketing.

In today's dynamic digital landscape, chatbots have gained prominence as a powerful element of online marketing (Nwachukwu and Affen, 2023). This abstract serves as a preliminary exploration of the role of chatbots and conveys that our research is in progress, intended to provide insights into their evolving significance in online marketing.

Chatbots, AI-driven virtual conversational agents, are becoming ubiquitous in digital marketing. Our research in progress focuses on understanding how these chatbots engage with customers, answer queries, and facilitate personalized interactions. We explore how chatbots enhance customer experience and drive engagement on websites and messaging platforms. A key aspect of our research in progress is dedicated to conversational marketing, wherein chatbots play a pivotal role in guiding customers through their journey. We investigate how chatbots create a seamless conversational experience and the impact on lead generation and conversions.

Our research explores how chatbots collect and analyze data to offer personalized recommendations and insights. We aim to understand how chatbots leverage data-driven personalization to enhance user experience and provide tailored solutions to customers.

As part of our research in progress, we delve into the future of chatbots in marketing. We anticipate discussing emerging trends and potential challenges, such as the integration of chatbots with emerging technologies, including voice assistants and augmented reality.