THE ROLE OF CHAT-BOTS IN THE ERA OF DIGITALIZATION

Abstract

This article describes the varieties, principles of using chatbot information technology and focuses on its implementation. The purpose of the study is a comprehensive approach to creating a strategy for using chatbots in Internet marketing, the feasibility of using chatbots and keeping the user's attention. The article analyzes the most popular innovative chatbot technology. Such concepts as: chatbot, artificial intelligence, CRM systems are considered and characterized. The application of modern technologies, disadvantages and advantages, risks and opportunities are analyzed. An overview of different types of chatbots was made. The application of the sales funnel using a chatbot is described. The issue of theoretical and practical application of new technologies in enterprise strategies is considered. Chatbots have been proven to reach and engage a larger audience, increase brand trust, increase business profits, optimize time spent, and improve the convenience of interacting with customers. We'll be able to get bounce rate, average conversation length, average time from the start of the conversation to when the user provides all of their data and the percentage of inappropriate responses, as well as the user bounce rate. All this data will be needed to analyze the work of the chatbot. This paper consists of the following sections: an introduction and rationale for the importance of chatbots, an overview of the chatbot market, ways to use chatbots, developing a chatbot lead generation strategy, and metrics for measuring chatbot performance. Thanks to the metrics, you can investigate whether the use of the chatbot will be effective, as well as test additional methods of lead generation. Conclusions were made about the rapid development of Internet marketing using chatbots and their further development.