BASICS OF USING CHAT BOTS IN INTERNET MARKETING

Abstract

Modern consumers are becoming more demanding. The usual advertising methods no longer work for them. That is why online marketing came to help classic marketing. Internet marketing involves the use of various effective online tools. One of these tools is a chatbot. The purpose of the article is to study the basics and features of using chatbots as marketing tools in promoting goods and services on the market. A comprehensive definition of the concept of a chatbot is formulated in the article. In addition, the capabilities of chatbots, the features and prospects for using chatbots in various areas of business functioning were researched. Also, the main advantages of using chatbots in promoting goods and services on the market were researched. Among the advantages, it can be highlighted the fact that the chatbot is the first to accept a request from the client, it is the first point of contact, it is quite versatile in use, and chatbots can be deployed on various platforms. Chatbots are the first point of contact with a customer. These electronic assistants are quite versatile in use and can be deployed on different platforms. These assistants save managers' time and customer waiting time, can collect customer contact information, provide feedback, and save budget. Among the disadvantages of using chatbots when promoting goods and services on the market, the paper highlighted the limited responses and the need to develop complex conversation scenarios. Various variants of the features of using chatbots for business were discussed in detail in the work. Chatbots can be used as sellers in online stores. Electronic assistants can serve customers in any area, including psychological support, work as a marketing channel, etc. In addition, a chatbot can be used for internal communication in companies. Using chatbots in IT support means helping with problems such as crashes, changing passwords, updating the system, sending a request to IT specialists, etc. The chatbot can also synchronize with the company's services and generate a loyalty card with a barcode, displaying the status of the bonus account. In conclusion, it can be said that the use of chatbots in the company's marketing activities is quite popular, effective and promising.