What is the formula of successful conversational marketing?

Is there a way that we can distill the chaotic marketplace and repeat success in different brands and different regions?
I don't think I can or have no intention to answer this question thoroughly here. But it's a good question that motivates us to explore the lucrative but less-marketer-controlled new space. As a strategist, I tend to treat all the market dynamics as inputs and interpret the variables of technolgy and consumer trends, in an attempt to figure out the puzzle and output constants and key driving forces.

That's probably why I was delighted to hear Lucas Watson introducing the 'Marketing Technopologist' approach inside P&G marketing practice. Marketing Technopologist is the combination of marketer, anthropologist and technologist. Lucas thinks that to achieve success in the changing environment, a marketer should not only be good at the basics that defined marketing in the past, but also be sympathetic to consumers and have a clear understanding of different technology options.

Full article