Facebook has recently confirmed it will integrate its existing messaging services, including Facebook Messenger, Instagram Direct Message and What's App into one cross-platform interface. The new combination is scheduled to be released late this year or early next year. So far, news reported that each app's functionalities will not be discarded, and the integration may allow previously standalone features to be shared cross-platforms.
Implications for Marketers
1. Growing Opportunities for Chatbots
I have always wondered why chatbots automation is not a thing on Instagram... Granted Facebook enables this function on Instagram DM, it will save marketers so much work by reaching customers and satisfying their needs in a timelier manner. A conversational chat window shall unleash creative ways to interact and engage audiences. General frequent Q&A can be continuously updated with Artificial Intelligence, and chat window can also be utilized as an intimate channel to provide customized information to individuals.
2. Subtlety of Content and Frequency
Can the new integration be used sort of as a email newsletter to its users? Sending promotion info and PR announcements? I tried to imagine the scenario and found it complicated. Being bombarded by brands' DM every day probably infuriates most. How about a different DM folder specifically for official brand accounts? That seems adding inconvenience to users by creating another decluttering task in our daily grinds. How about allowing users to choose whether to subscribe to instantaneous (promotion) news and relevant content? I think it could be an approach to identify your most valuable & influential followers/customers.
Implications for Marketers
1. Growing Opportunities for Chatbots
I have always wondered why chatbots automation is not a thing on Instagram... Granted Facebook enables this function on Instagram DM, it will save marketers so much work by reaching customers and satisfying their needs in a timelier manner. A conversational chat window shall unleash creative ways to interact and engage audiences. General frequent Q&A can be continuously updated with Artificial Intelligence, and chat window can also be utilized as an intimate channel to provide customized information to individuals.
2. Subtlety of Content and Frequency
Can the new integration be used sort of as a email newsletter to its users? Sending promotion info and PR announcements? I tried to imagine the scenario and found it complicated. Being bombarded by brands' DM every day probably infuriates most. How about a different DM folder specifically for official brand accounts? That seems adding inconvenience to users by creating another decluttering task in our daily grinds. How about allowing users to choose whether to subscribe to instantaneous (promotion) news and relevant content? I think it could be an approach to identify your most valuable & influential followers/customers.
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