The document discusses bot marketing, a software application that automates tasks online and enhances user experience through AI. It outlines different types of bots, including chat bots and smart bots, and explores the benefits and drawbacks of using bots in marketing strategies. Key applications of bot marketing by companies like H&M and Disney highlight its effectiveness as a competitive business strategy.

1. BOT
MARKETTING
SALORITA MOHANTY
REG NO: 16397090
DEPARTMENT OF MANAGEMENT STUDIES
PONDICHERRY CENTRAL UNIVERSITY
PUDUCHERRY

2. WHAT IS BOT
MARKETTING? Software application for automated task
completions on internet
 Bot + artificial intelligence = seamless
user experience
 New marketing channel to personalise
services/products
 Easy, quick and traceable communication
 Bridging invisible gaps between brand
and customers
 Trending marketing style

3. TYPES OF BOTS
GOOD BOTS
 Chat bots
 Crawlers
 Transactional bots
 Informational bots
 Entertainment bots:
Art bots, Game bots
BAD BOTS
 Hackers
 Spammers
 Scrapers
 Impersonators

4. BOT INTELLIGENCE
 Framework to build simple to sophisticated
conversationalists.
 Cognitive service provide bots ability to
“see”, “hear” and “interpret” human
interactions for a required reaction.
 It provides a customised humanly side to
marketing moves.
 Potential platforms as: skype, facebook
messenger, mails, websites, apps etc

5. COMPLEXITY OF BOTS
 Script bots:
 Simplest
 Pre-determined, limited interaction
 Out of script queries result in failures
 Smart bots:
 Advanced machine language and AI
 Interprets most commands and queries
 Passes the chat to human after increased complexity in
interactions
 Intelligent bots:
 Diverse, rapid evolving bots
 Has rare human interventions
 Tesla’s self driving cars are an example of the complexity of this
bot system

6. DEMERITS OF BOTS
 Too mechanical for customers : repetitive
and irritating for customers
 Risk of phishing attacks
 Time consuming results leading to
confusion in buying decisions
 Displace low level human workforce in
future
 Database handling issues
 Trust issues between customer and bots

7. MERITS OF BOTS
 Mostly a cost effective marketing technique
 Smarter way to deal business
 Traceable communications and dealings
 Quick solution to any query by customers
 Reduction in repetitive buyer seller interaction
 Effective way to provide information
 Most competitive strategy to win in market

8. APPLICATIONS
 Apparel company H & M quizzes customers
on their style preferences before suggesting
them.
 Disney before launching “zootopia” created
buzz using bots for interaction between the
characters and customers.
 News network CNN uses bots on facebook
messenger to drop in headlines to be
followed on their site.
 Tacobot on slack by the food outlet taco bell
helps customers customize and order lunch.
 Ebay currently has the shopbot that notifies
customers on best deals.