Millennials are open to new technologies and communication channels. More and more frequently they use chatbots to communicate with companies and to use their services. Two out of five Generation Y people even think bots are better at service than people.
The reason: Chatbots are in action 24/7 and therefore always provide the right answer when requested.
Achieving the younger generation via chatbots via channels like;
- Facebook Messenger seems to be increasingly a lucrative option for businesses.
And that does not change the fact that the most widely used service recently announced Whatsapp’s intention to abolish newsletters and corporate mass messages as of December 2019: the Whatsapp Business App or Whatsapp Business API will continue to allow communicators to communicate with customers.
On the other hand, services like facebook messenger marketing or Threema allow companies to send newsletters and mass messages to subscribers to their channels using Messenger Marketing.
With chatbots, companies address users individually and provide information on products, special offers, instructions, and services, for example.
The exact design depends strongly on the goals of the respective company. The possibilities are endless. After all, texts, pictures, and links, as well as audio and video files, can be used in all messenger channels.
Individualized digital storytelling in Messenger Marketing
Properly integrated into the respective channel, the chatbot is unbeatable as a tool: It reacts without waiting times and offers the chance of a unique customer journey or interactive entertainment. You decide at what time you want to receive which input. The opportunities that arise for creative storytelling and clever content logistics are particularly exciting – although previously underrepresented.
The direct and unfiltered access of the channels to potential customers is unique and, combined with a well-thought-out history, offers enormous opportunities for the display of campaign elements. The combination of messenger and chatbots are predestined for this.
The reason: The users consciously use the corresponding services because they have to subscribe to the chatbot. In addition, the opening and click-through rates are significantly higher in comparison to e-mail, which reduces scattering losses.
Crucial to this form of content logistics is not to tire the customer with promotional information or bombard with boring news.
Rather, it is important to tell stories that do not place corresponding products and brands too much in the center of the action. These can be skilfully integrated as an authentic part. Relevance and quality are the top priority.
An example: The idea of the thriller “The Chef” is extremely successful by bestselling author James Patterson on Facebook Messenger.
Before releasing in early 2019, the work carried on online via an innovative chatbot story and individualized digital storytelling.
In Messenger, the author uses short, crisp texts as well as audios, videos, and photos.
Through the interactive story,
Users feel as if they are identifying themselves, as they can decide what they want to read or see. The chatbot then delivers the individual content. Another special trick is that the main characters also have their own Instagram profiles.
Bayerische Rundfunk; a messenger marketing expert provides another example of great digital storytelling: Via short message services, the media agency told the history of the 1918 revolution in Bavaria via Chatbot.
Kurt Eisner, the leader of the revolution and the first Bavarian prime minister, acted as the main character and narrator.
The project “I, Eisner!” from his perspective the events in Munich around 100 years ago – chronologically processed so that the contents look like live messages.
In addition, it is important for all considerations that the user himself determines when he leaves the chatbot or logs out. The user must be able to stop sending messages at any time. The bot must communicate this exit option on a regular basis.
In addition, it is necessary to comply with some data protection provisions. Including, for example, the double opt-in application by the user.
Tailored for millennials
The customization possibilities in storytelling via chatbot are immense. Cleverly set, the bot uses a balanced mix of texts, images, and audiovisual elements.
Brand or product stories played in messenger marketing pay for the needs of the hotly-contested Millennials: they decide on the speed and continuity of the story by being actively involved.
In addition, communication departments reach them with creative campaigns right where Millennials are anyway – in the messenger on the smartphone.