Marketing Communications and Technology in the Digital Economy

Fachhochschule St. Pölten, Masterarbeit 2021, Studiengang Digital Marketing & Kommunikation

Digitalization is penetrating the economy more and more every year, changing traditional structures and business models. The digital economy has a direct impact on marketing and, consequently, advertising, in some cases reducing the effectiveness of a company's previous promotion methods and channels of communication with potential consumers. The analysis of modern technologies and new communication channels, and the subsequent implementation of the results of the study, can be a competitive advantage for businesses. The relevance of this paper stems from the fact that activities aimed at effective communication between companies and consumers are an essential element of an integrated marketing communications system. The analysis of communication channels and their selection before shaping a digital marketing strategy is an indispensable step to achieve commercial objectives. The marketing strategy of a modern B2C company cannot exist without digital communication channels and information systems. Communication is changing in the era of active digital consumption, opening new business opportunities. Those companies that understand the importance of technology and improve communication with their target audience have a competitive advantage in the digital age. Technologies such as artificial intelligence, natural language processing, sensor technology, augmented reality, virtual reality, internet of things, blockchain, chatbots, and big data have a direct or indirect impact on marketing activities, creating a huge field to explore. Chatbot technology is being deployed in all industries: education, telecommunications, medicine, food, fashion and beauty, banking and finance, real estate, insurance, transport, and tourism. Chatbots are especially relevant due to the popularity of messengers such as WhatsApp and Facebook Messenger. Theoretical significance of the thesis lies in the fact that it clarifies and specifies the conceptual apparatus, describes modern technology and its application in marketing, developed theoretical conclusions to improve the effectiveness of communication with consumers of hospitality enterprises, for further use of the chosen technology and its subsequent improvement. The practical significance lies: 1. In the analysis of the use of chatbots and the development of recommendations for the implementation of the technology for the hotel Das Sieben. The results of the study can be used to create and implement chatbots in other hotels and subsequently improve the automated channel of communication with potential guests in the future. 2. A quantitative online survey (n=200) was conducted to give the evidence of the following research question: If the chatbot is an effective communication tool, what are the determining factors that contribute to this effectiveness in the hotel industry? The research was carried out among Austrians and Russians aged 18-50 (male and female). The data from the online survey was analyzed in the SPSS statistics software. According to the result that we got during the study we may conclude that only positive experience and attitude to the chatbot technology in general may be among the determining factors to the effectiveness of chatbot in the hotel industry. On the contrary, connection between trust and competence of chatbots wasn’t verified. More detailed review of variables correlation can be found in the appendix of the thesis.