Gartner Research

How Bots That Speak and Sell Fit Into Your Marketing Strategy

Published: 29 September 2017

ID: G00320167

Analyst(s): Charles Golvin

Summary

Bots in their myriad forms allow customers to engage with brands in a conversational exchange, whether spoken or typed. Marketing leaders must prepare to move from using bots to aid in discovery and support to actively selling. Use this research to plan an effective bot strategy.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Foster and Promote Internal Experimentation While Determining the Scope of Your Bot Effort
  • Build a Complete and Integrated Marketing Plan for Experiments That Warrant Expansion
  • Develop a Strategy for the Future in Which Bots Can Collaborate to Enhance the Customer Experience

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