In 2016, the world witnessed the inception of a new marketing method when Facebook launched its messenger platform with its AI-powered representatives. Facebook messenger bots are automated instant messaging applications that offer an interactive platform to establish a communication link with the users. It uses AI to answer user questions and execute different tasks.
Also called Facebook Bots, messenger bots have now emerged as a powerful tool to tempt customers and boost digital marketing efforts.
Facebook Messenger Bots for Digital Success
Using a messenger bot is much like email marketing; however, it uses Facebook messenger and has proven to be a faster & cheaper way to connect with the audience.
We are not saying without any solid study – as per the 2016 E-mail Marketing Metrics Benchmark Study, the world average open rate of emails was only 21.8%. 78% of users were even not interested in opening the emails sent by brands, and this was nothing but a big reason to worry about.
However, thanks to this tech era and insatiable quench for digital marketing disruption, automated messaging software came into being.
Facebook bots are a part of the new online marketing scenario. They bring along an element of fascination where users can’t resist the urge to reply to a Facebook message. No wonder brands using these bots are getting as high as 88% of open rates.
How Can Messenger Bots Do the Same Marketing as Email?
Before digging deep into this question, you first need to know what email marketing does.
Email marketing involves sending information about your brand to the customer, including an order confirmation, shipping notifications, thank you for an email, and informative articles.
In short, email marketing establishes a connection between a brand and the user. Facebook bots do the same but in a more contextual, engaging, and delightful way.
Instead of the email, you can build a connection with users via a messenger bot and get better results. Here’s how –
- People easily throw your emails in the spam.
- With a low open rate of 21.8%, you would need another medium to share your information with users. People tend to click more on the contents received from Messenger as compared to emails.
- Facebook messenger bots enable your users to go through the conversation history, thus delivers a personalised experience.
- Having a conversation on a Facebook bot can make your users feel a part of your ‘brand community’ and at the same time, give a personal touch to the conversation.
- It is more likely that your users pay heed to messenger bots over emails because of push notifications. Unlike emails that end up in spam, Facebook bots offer notifications to the users, which creates the possibility of a higher open rate.
- Often, users are impatient during the conversations. They want immediate answers from your brand, which is not possible with emails. However, Facebook bots can provide instant solutions by providing the required information to users without any delay. This develops a sense of trust, which would help you widen your customer base in the long run.
Final Verdict
Messenger bots are proven to have a massive reach and levels of interactivity – much higher than the email.
Marketers have preferred using this new technology – the presence of 3,00,000 active bots in the year 2018 is a telltale that businesses are ready to embrace and leverage this result-oriented marketing tactic.
Moreover, Facebook bots provide fluid communication with users and a direct brand to the user connection platform. Users prefer instant interaction with the bots over sending an email and waiting hours for the reply, and it has been confirmed by conducting surveys and learning behavioural patterns among people.
Using a messenger bot can get you an increase in an 88% open rate in a span of a few weeks. This will add up to your brand value and build an effective relationship with your customers. So you know now, which campaign you should invest in next!
At Netplanet Digital, we are a one-stop solution for all your digital marketing needs. We are based in Sydney, Australia, and cater to a global clientele. Whether you are struggling to build a website for your business or simply want to increase your online visibility and traffic, our experts can be of help. For more details, contact us at 1300-033-707 or schedule a free 30-minute strategy call.
