Possibilities of using chatbots in digital marketing strategy of Latvian companies

Abstract

: Companies are willing to retain the gained consumers' attention, and the ways to achieve it include, for example, improving consumers' experience and increasing their engagement. In a competitive environment, the companies need to think about how to effectively develop a digital marketing strategy that meets the requirements of a digital consumer. A chatbot is a computer program that can be created with artificial intelligence and gives organizations the opportunity to create new points of contact with the audience, keep their attention, and promote sales. The objective of the research is to study the possibilities of using chatbots in digital marketing strategy of Latvian companies. In order to obtain data and to analyse the possibilities of using chatbots in digital marketing strategy of Latvian companies, a survey of Internet users and expert interviews have been conducted. Methodology/methods: In order to achieve the objective of the research, the method of qualitative and quantitative research has been used: referential analysis, expert interview, and interrogation of Internet users. Findings: The study provides recommendations to digital marketing specialists and company managers pertaining to the possibilities of using chatbots in digital marketing strategy, based on the wishes of Internet users and expert opinions. People are ready to use chatbots in future. Most of respondents want to use chatbot in company’s homepage and communicate with chatbot freely writing its question/request. Respondents want to use chatbot to get information on the company/product/service and get answers to their questions.