CHAPTER 4 ASSIGNMENT

When we think about the app Facebook Messenger, we do not realize the
repercussion that it has worldwide. We just see it as a chat app where you can
connect with your family and closer friends but actually is has several different
utilities for business marketing. In the video presentation by Molly Dittman, Vice
President of Marketing at Digital Marketer goes through different points related
with Facebook Messenger. She starts talking about the repercussion of the app as
well as the audience´s preference in content messages. She also explains how
Facebook messenger apps work. You can either send the advertisement as a
destination (opens in a message: video, picture…). Or the second choice is to
send the message as a placement (sponsored messages). She also specifies a way
to use Facebook Messenger distinction ad type which is either retargeting down
the funnel or at the top of the funnel. Towards the end she gave some tips on
communication strategies and she recommends using Manychat to organize your
audience and different subscribers.
First of all, Molly gives some data on Facebook Messenger engagement:
Over 1 billion of people use this app to communicate. Facebook can be used for
both communicating and as a social network. We can always see how people
preferences are changing. Almost 60% of people prefer messaging than calling
customer services, also people will be willing to stay with a business that can
message. It is predicted than in 2 years 67% of the people expect to just message.
It is a fact that a big percentage of people do not even answer calls anymore.
Nowadays you can even sign a lease or even send money through PayPal sticking
with advertising monetization. Another interesting point that I mentioned before
is how to distribute messages through Facebook messenger. We have two ways:
Facebook messenger as a destination will be useful to open a direct conversation
to that brand which will allow it to identify their costumers and people that
already knew the brand in order to contact them. Investing in this type of
conversation will be helpful to sell products and to get closer to costumer by
answering different questions they might have about any product or service and
also it will send people to a destination on or off Facebook. Furthermore, during
the process of advertising through Facebook messenger is important to “retarget
down the funnel” to overcome barriers to enter communication. She gave a
representative example on how a business could not sell a product because of the
fact the customer came up with a question and could not communicate with any
type of services, that is why is so important to create a chat bubble to get the
chance to chat with specialists and solve any questions or doubts. On the other
side, another way to communicate is using Facebook marketing as a placement
using sponsored messages, people will receive it as a Facebook´s message inbox.
This format can only target people who had already messaged the page and the
objective is to send a clear message or advertising by adding a link or a picture.
One of the disadvantages of this methods is that Facebook will charge adverts for
sponsored messages when the ad appears in the messenger inbox “brands will
have to pay for the ad impressions even if the person targeted does not open the
message. An alternative way to do it is using MANYCHAT app, a new platform
that provides a messenger subscriber list as well as a broadcast for only 10$ per
month without extra charges. Advantages of this app is that you can set up
tagging or comments configuration as well as subscribers, different time zones or
even customized notifications. As a summary, the communication goal that needs
to be reached is make the audience feel special because they are participating and
messaging.