Conversational Marketing in Egyptian Universities’ Websites: Analytical Study of Websites and Consumers’ Perceptions | ||
| المجلة العربية لبحوث الاعلام والاتصال | ||
| Article 19, Volume 2021, Issue 34, September 2021, Pages 36-58 PDF (276.76 K) | ||
| Document Type: بحوث علمیة متخصصة فی مجال الاعلام والاتصال. | ||
| DOI: 10.21608/jkom.2021.216923 | ||
| Author | ||
| Amany Bassyouny* | ||
| Associate Professor of Integrated Marketing Communications, Faculty of Communication and Mass Media, British University in Egypt | ||
| Abstract | ||
| Conversational Marketing is considered a new form of interactive marketing in Egypt. As interactive marketing techniques have been replacing the traditional marketing communication strategies in the past decade, researchers are keen to better understand their functions and benefits. This research aims to study the role of Conversational Marketing in Customer Relationship Management (CRM) in Egypt. Conversational Marketing is defined as a method of engaging with web visitors and converting leads via dialogue-driven activities. Since the ultimate objective of all marketing communication efforts is to build trust and manage a long-term, two-way relationship between the consumer and the company, then conversational marketing proves a distinct method for companies to reach that objective. Essentially, it is all about connecting all marketing activities directly with the sales team, ideally through one platform, so the user has a smooth journey leading to a satisfactory consumer experience, which is the core of customer relationship management (CRM). This research will identify the unique features of conversational marketing, its definition, benefits and tools. The empirical study will investigate how the companies in Egypt use conversational marketing in customer relationship management programs. This is a descriptive qualitative study that will focus on the applications of conversational marketing in Egypt through discourse analysis of sample websites and in-depth interviews with digital marketing experts to better understand scope of conversational marketing in Egypt | ||
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