In early 2016, social media giant Facebook launched a series of chat-bots on people’s news feeds that worked with a ‘click to message’ system. These bots worked with various brands to allow easy communication between business and customer. More recently, Facebook have adjusted these bots so that they are accessible on Facebook Messenger, Facebook’s instant messaging app. Brands can use this new feature for more direct communication with both potential and existing customers.
What’s more is that these bots can store information about the app users, so when people have previously spoken to a chat-bot, certain ads will appear automatically to these individuals. As well as this, the bots can send out tailored messages to target each person separately. From a marketing perspective, this is a great way to target people that have shown an interest in your brand before. The bots are very advanced and can have proper conversations with humans, using text, images, links and calls to action – making them a great way to advertise to your audience.
As well as advertising, the chat-bots can be used for a variety of purposes, from restaurant bookings to interactive experiences to customer service. They provide instant contact and engagement with businesses, where other forms of communication cannot and will improve brand experiences for many. For customer service, this change will be really beneficial because when calling helplines, many people spend hours on hold waiting to speak to someone at the company, but with the adaptation of the chat-bots, this issue will be eliminated.
Facebook have also introduced a ‘buy’ button, which allows people to buy products directly through the bots, allowing them to increase sales, further expanding their capabilities.
If you are interested in using Facebook Messenger to advertise to your target market or have any other queries regarding your digital marketing, please contact WNW Digital today.