Have you ever tried out messaging a chatbot? Perhaps you've tried subscribing to an account that sends out tidbits of news every day, or maybe you were just bored and availed a riddle-a-day. Perhaps you've tried to send an inquiry to a brand and received an automated response. Those types are what we call Facebook chatbots, and they're taking the platform to a marketing storm.
The chatbots of Facebook Messenger generate up to 80% better engagement compared to other channels (like email marketing or Facebook posts). Not only that, in terms of paid social, chatbot adverts deliver up to 50 times better return-on-assets. Overall, Facebook Messenger marketing is a big win for marketers.
If you want to be an early adopter to reap the rewards of chatbots, here are some basic characteristics that your bot should have.
1. It should use natural language. Users never want to feel like they are talking to a robot. Your chatbot needs to be empathic. Like for example, if a user states a problem, the bot should be able to recognise it and offer an "I'm sorry!". It's also a plus if they can use emojis and GIFs.
2. It should be emotionally intelligent. It should be able to sense a user's mood and reply accordingly and know when to hand over a conversation to a live support agent.
3. It should be smart and analytical. It should be able to respond to multiple languages, and it should be smart enough to predict what a user may need next and give a suggestion whenever possible.
4. It should be user-focused. A chatbot should be sensitive in anticipating users' needs and next possible questions. They should be able to offer solutions before the users even ask. It will be a plus if the bot is equipped with multiple answers that a user can quickly tap.
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