Did you access Facebook via mobile browser this week? If you have, you should have noticed the last few warnings about switching over to Messenger leading up to the resulting inability to access your messages. If you’re a Facebook user and you’d like to communicate privately on the go, you must commit to downloading the Messenger app or secure a desktop solution. This last push to make mobile message access exclusive to the application shows Facebook is ready to further supplement its user base of 900 million people around the world for its foray into Messenger monetization.
Sponsored Messages
Messenger has already been its own standalone app for quite some time but version 1.3 is marked by a few key differences, most notably the ability to send sponsored messages. You’ll need to sign up as an advertiser and set up your messaging campaign via your developer at Facebook to use this unique marketing opportunity. Who can you message? You may contact any users you’ve already had a conversation with on Messenger. This is one way Facebook is working to commit to quality standards and do away with spam. Users may also opt in for interactions with your company and you’ll be able to advertise the ability for them to do so on Facebook’s News Feed via additional advertising opportunities.
Facebook wants to tailor the experience so that users only receive the correspondence that is most relevant and most desirable based on their individual wants and needs. Marketers are also encouraged to consider the same. Users have the ability to block your brand at the first sign of an interaction that doesn’t resonate with them. While this is an exciting opportunity, thoroughly consider the relevancy and efficacy of your campaign before sending those first messages. This marketing avenue is the first of its kind so the next few months will be especially exciting as we learn how to better harness the power of Messenger as an advertising method and as users respond with feedback to guide us towards ever improving our campaigns.
Bots for Messenger
Have you launched a chat bot for your business on Messenger? Bots are great tools for holding up high standards of customer service, 24 hours a day. They can be programmed to give reservation confirmations, weather reports, automated digital receipts and more. Your industry and business-specific bot can be set up via a Facebook Messenger developer.
As you take into consideration the possibilities of bots and sponsored messages, a great rule of thumb is to consider how you would want to be marketed to. Consider your experience on Messenger and the forms of communication that would either turn you away from the app or enhance your experience.
