Social Robot: Pros and Cons in Marketing

Running Head: SOCIAL ROBOT 0
Introduction to Marketing

SOCIAL ROBOT 1
Social robot uses in marketing efforts: Pros and Cons
It is true that maintaining the good relationship with customers has become quite
essential in today’s time in order to sustain in the competitive advantage of the firm. It is also
one reason various big organization are successful by maintain good relations with the
customers. By making strategies for customer satisfaction, customer also feels that
organization is worried about them and want to give them best. Therefore, market share of
organizations increases automatically and it starts attracting more customers toward the
brand.
In recent time, digitalization has taken its wings in the organization successful. It is
also changing the method or way of companies for interacting with the customers. Therefore,
proper use of marketing and technology by considering the strategic marketing mix tends to
help the organization in its growth and customer engagement. Social Robot is also one
technology that is used in recent times by the firm. These social robots are becoming popular
because it also helps in gaining the feedback from customers by taking their responses. IN
this way, it not only used for development of the customer engagement.
Liu, Glas, Kanda & Ishiguro, (2018) has also described the social robot as
autonomous robot that helps in communicating as well as interacting with the physical agents
as well as human. It tends to done interacting by following the rules and social behaviour that
are attached to its role. In this way, a social robot is based on the cognitive computing model
that helps the organizations in stimulating the human processes. It can also be said as the
artificial intelligence system like android that tends to make the interaction with human
beings as well as with the other robots. There are several reasons behind the increasing use of
social robot in organization. The one significant behind using social robot is helps in
interacting with human that are the essential part of any organization (Khaksar, Khosla, Chu
& Shahmehr, 2016).
It is also found that marketers can also make use of social robots in several ways for
serving, attracting as well as satisfying the huge number of customers. Taking into
consideration the retail operations, robot can find out and recognise the customers as well as
address the people by helping them in connecting with the best associates who are available
in the concerned store. In addition to this, social robots are increasingly being sued in the

SOCIAL ROBOT 2
health & social work, information & communication, education, health care, food services,
accommodation services, and art field. It can also be sued in the companies to survey the
feedback, reviews, and suggestions of the customers. As a result, it helps the marketer in
gaining the better understanding of the perception of customers. The biggest advantage of
social robot is that marketer can easily come to know the recent event that happened in the
real time. According to this, it is also feasible to bring the possible changes as per the
problem (Pino, Boulay, Jouen & Rigaud, 2015).
Social robots are also having the capacity to enhance the experience of customer and
assist the all sectors whether it is health or education sector. A social robot also tends to
provide the one on one physical interaction with the customers. Besides this, it can also map
the new environment that can discover the faces and objects. It is true that engagement of
customer is directly linked with the perception about the product or brand. Most of the time,
perception is also influenced by the several entertainment strategies as robot is the most
effective companion in playing the games. Using this, marketer can also collect the
information regarding the perception when they play the game. Besides his, it also helps in
enhancing the experience as well as raising the sales. Therefore, social robot is of great help
(Doering, Glas & Ishiguro, 2019).
Social robot has several pros as well as cons as the marketing tool. The biggest
advantage is that it leads to the cost savings. As per the report of business insider, it is
estimated that around 85% of the customer interaction will tend to happen without taking the
assistance of human. Besides this, it also helps the computers to effectively and accurately
identifying that which segment will likely to demand by the customers (Charalampous,
Kostavelis & Gasteratos, 2017). Programs can also help in providing the special information
regarding what leads are likely to convert and allow the marketer to target their efforts even
without wasting the time on the less probable leads. Besides these advantages, it also assist in
tracking the customer data with the product. For example- Under Armour has currently used
the IBM’s Watson in order to syndicate the personal customer data with the third party. It is
done for creating the personalized fitness and health-tracking app that is known as “Record.”
It is also seen that customer do not always like the chatbots. Sometimes, people do not
like that there is no human on the other end. This sometimes makes the people uncomfortable
about these things. For instance, if a person has dialled the 8000 number of customer service
and pressed only 1, 2, 3, or 4 just to speak to robot, it can know how frustrating this can be.