Implementation of Chatbot in Online Commerce, and Open Innovation
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 th...
| Main Authors: | , , , |
|---|---|
| Format: | info:eu-repo/semantics/article |
| Language: | English |
| Published: |
MDPI
2021
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10835/12002 |
| _version_ | 1789406568363589632 |
|---|---|
| author | Illescas-Manzano, María D. Vicente López, Noé Afonso González, Nuno Cristofol Rodríguez, Carmen |
| author_facet | Illescas-Manzano, María D. Vicente López, Noé Afonso González, Nuno Cristofol Rodríguez, Carmen |
| author_sort | Illescas-Manzano, María D. |
| collection | DSpace |
| description | 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. |
| format | info:eu-repo/semantics/article |
| id | oai:repositorio.ual.es:10835-12002 |
| institution | Universidad de Cuenca |
| language | English |
| publishDate | 2021 |
| publisher | MDPI |
| record_format | dspace |
| spelling | oai:repositorio.ual.es:10835-120022023-04-12T19:08:24Z Implementation of Chatbot in Online Commerce, and Open Innovation Illescas-Manzano, María D. Vicente López, Noé Afonso González, Nuno Cristofol Rodríguez, Carmen chatbot consumer perception ManyChat lead lead magnet Facebook digital marketing funnel flow Messenger digital communication 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. 2021-07-21T09:46:16Z 2021-07-21T09:46:16Z 2021-05-05 info:eu-repo/semantics/article 2199-8531 http://hdl.handle.net/10835/12002 en https://www.mdpi.com/2199-8531/7/2/125 Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess MDPI |
| spellingShingle | chatbot consumer perception ManyChat lead lead magnet digital marketing funnel flow Messenger digital communication Illescas-Manzano, María D. Vicente López, Noé Afonso González, Nuno Cristofol Rodríguez, Carmen Implementation of Chatbot in Online Commerce, and Open Innovation |
| title | Implementation of Chatbot in Online Commerce, and Open Innovation |
| title_full | Implementation of Chatbot in Online Commerce, and Open Innovation |
| title_fullStr | Implementation of Chatbot in Online Commerce, and Open Innovation |
| title_full_unstemmed | Implementation of Chatbot in Online Commerce, and Open Innovation |
| title_short | Implementation of Chatbot in Online Commerce, and Open Innovation |
| title_sort | implementation of chatbot in online commerce, and open innovation |
| topic | chatbot consumer perception ManyChat lead lead magnet digital marketing funnel flow Messenger digital communication |
| url | http://hdl.handle.net/10835/12002 |
| work_keys_str_mv | AT illescasmanzanomariad implementationofchatbotinonlinecommerceandopeninnovation AT vicentelopeznoe implementationofchatbotinonlinecommerceandopeninnovation AT afonsogonzaleznuno implementationofchatbotinonlinecommerceandopeninnovation AT cristofolrodriguezcarmen implementationofchatbotinonlinecommerceandopeninnovation |