Author(s): Aissam SIGOUL
This research article presents the concept of Amplified Conversation Marketing, derived from a qualitative case study of the innovative startup TalkImpact. Amplified Conversation Marketing revolutionizes brand communication by utilizing the power of real human conversation at a micro level, facilitated by taxi and ride-hail drivers, while leveraging digital tools at a macro level to amplify and manage the impact at scale. This article highlights the benefits of leveraging genuine human conversation in brand messaging, combined with digital means for amplification and management, leading to the development of the Amplified Conversation Marketing concept. The study explores the operational framework of TalkImpact, showcasing its unique approach and the integration of digital tools, such as QR codes, to confirm message transmission, manage drivers, coordinate communication campaigns, and evaluate impact through data collection and analysis. The article provides insights into the transactional process and the potential of Amplified Conversation Marketing in rapidly reaching a wide audience with impactful brand messages.