Abstract
This study describes the chatbot journey and focuses on its implementation within the digital marketing strategy in the first part of a company’s sales funnel. The main goal was to apply a chatbot via Facebook Messenger supported by the ManyChat platform to increase the number of leads, comparing the chatbot with the previous strategy used by the company to obtain contact information. This research work takes a step further and shows that implementing a chatbot through the ManyChat platform by a company that markets online has a positive impact on the capturing of leads, as opposed to the results obtained by authors such as Luo et al. and Leung et al. A chatbot platform used with the intention of obtaining leads seems to be an agile and powerful tool; in fact; the main conclusion of this work is that including this method can be one of the main axes of obtaining information about consumers with the aim of performing marketing actions in a two-way communication that facilitates sales by companies.
Highlights
Before the company implemented the chatbot, it obtained leads through a form accessible on Facebook
For users to enter their data through a chatbot, it is not necessary to generate any action beyond entering the company’s fan page, since the chatbot opens a pop-up window through Facebook Messenger to start the conversation
We provide features such as welcoming the customer, emoticons, and clarity of questions, which influence consumer behavior in order to elicit personal information; for example, customers provide their email through the chatbot and become potential leads for the company
Summary
Introduction and JustificationLuo et al [1] and Leung et al [2] showed that the used of chatbot in companies had a negative impact.Social networks are relevant modern tools that allow companies to improve their online commercial sales [3] and relationships between sellers and consumers [4], but nowadays, there is an urgent need to use advanced technological tools at the business level due to the continuous use of digitization in society [5].One such technological tool, known as a chatbot, seems to be a gateway to the automation of different processes that were traditionally carried out by human employees or entrepreneurs, achieving cost savings and generating a high degree of satisfaction with users and clients [5].Chatbots consist of software that can establish a sequential conversation looking for a certain result as a facilitating tool for humans with whom it interacts. Social networks are relevant modern tools that allow companies to improve their online commercial sales [3] and relationships between sellers and consumers [4], but nowadays, there is an urgent need to use advanced technological tools at the business level due to the continuous use of digitization in society [5] One such technological tool, known as a chatbot, seems to be a gateway to the automation of different processes that were traditionally carried out by human employees or entrepreneurs, achieving cost savings and generating a high degree of satisfaction with users and clients [5]. The purpose of these systems is to simulate an intelligent dialogue with a human interlocutor, it can be by text message using a console or it can be a voice chat.”
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