Now A Days Conversational technologies, like chatbots, are reaching a maturity level that enables marketers to deliver a quality, one-to-one marketing experience at scale on popular social messaging apps, including Facebook Messenger and Twitter. Having been around since the 1990s, today these technologies enable automated, engaging conversations and can be as smart/advanced or simple/scripted as needed. Trends Messaging Apps Are Becoming The New 2nd Home Screen This evolution is primarily being fueled by the adoption of chatbots by major social and messaging platforms including Facebook Messenger, Google, Microsoft Skype, Salesforce, Slack, Twitter DM, WeChat, Kik and Line. Now that billions of people use messaging platforms daily, and are used to engaging with brands on their feeds, these platforms hope that they will enable marketers the ability to scale creative one-to-one engagement opportunities called “Conversational experiences.” Conversational experiences will foster a new marketing era of personalized and engaging experiences with virtually any type of content, from images and video to polls, forms and much more. Major Platforms Have Embraced and Enabled Conversational Experiences Facebook Messenger (“Messenger”) has over one billion users and is nearly globally available. Previously, the only way for brands to interact with a person on Messenger was when they reached out through customer service or when someone sent you a direct message. The conversations were only able to be controlled by humans. Now, anyone who sends you a message can be automatically be directed to the bot experience within Messenger. There are over 30,000 bots already on the Messenger platform alone. Brands are taking advantage of these technologies in many ways including: 1. Broadcasts/alerts (via subscriptions) 2. Contests 3. Coupons 4. Customer Service 5. E-commerce and donations 6. Games 7. Interactive text and photos campaigns 8. Knowledge base and product onboarding 9. Lead generation 10. Polls 11. UGC campaigns Explore these messenger bots from brands: • 1-800 Flowers (e-commerce) • Absolut US (coupons) • Burberry (behind the scenes and product info) • Charity:Water (donations) • Domino’s (ordering) • eBay ShopBot (product search) • NFL (alerts/subscription) • Trolli USA(choose your own adventure) • Whole Foods (recipes) Previously launched campaign bots includes: • Activision’s Call of Duty • Disney’s Judy Hopps (of Zootopia film).
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