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Banja Luka College , Banja Luka , Bosnia and Herzegovina
Banja Luka College , Banja Luka , Bosnia and Herzegovina
Consumer behavior has changed. Everything is gravitating towards customization. The key driving forces without a doubt are technological growth that is developing in a rapid rhythm. Historically, the companies had a one-way communication with the consumers, where the goal was to push broadcast marketing whereas today consumers are becoming producers at the same time. In the new age of consumers, they are more knowledgeable, demanding and they expect unwavering and experiences tailored to the extreme. Emergence of conversational agents is a technology in development that is bringing the topic of conversational marketing to the broader audience through its applicability in various fields thus including the inevitable - e-commerce. A prominent feature of every conversational agent is to engage in personalized one-to-one real-time communication with a consumer and offer availability for 24 hours a day, every day. This paper aims to discuss the opportunities and challenges of conversational marketing and strives to draw the practical ramifications from it. Research method is done through the literature review. The findings clearly indicate that nowadays companies need to align with conversational marketing or they will lag behind. Three main things are the key to consumers: what they are buying i.e. product, from whom they are buying i.e. the brand and the path they take to get there i.e. service.
Customer, Engagement, Conversation, Marketing, E-commerce JEL classification: M21, M31, M37
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