Facebook is reportedly planning to allow brands to send unsolicited messages to customers that have previously started a conversation with them on the Messenger app. The social network has been working on making its messaging platform more business-friendly since its F8 developer conference last March, adding support for business accounts and encouraging users to chat with brands on Messenger app. Some early-adopting brands, such as Hyatt Hotels, have already started using Facebook Messenger as a customer service tool.
What Brands Need To Do
While this is a bit different from advertising to users on messaging platforms via an ad network, this new feature should give brands more initiative in communicating with customers on Messenger and leverage established connections to raise awareness for new products or encourage repeat purchases with value offers. Nevertheless, brands need to be cautious with the frequency and relevance of their messages so as not to turn off customers.
For more information on how brands can adapt to conversational interfaces and effective reach consumers on messaging platforms, check out our Outlook 2016,