What is the future of Facebook Marketing

Messenger Marketing: The future is going to be wild

If there is one thing that all entrepreneurs would agree to, it is: You have to reach your own customers and the right target groups where they are anyway. This is precisely why topic relevance is still so important. If your customers are enthusiastic about sports and prefer to watch the right TV channels, then you probably wouldn't book ads that run on a Saturday night show or on a shopping channel.

You would place your advertising on the right sports channels, exactly where it reaches your target group. And that is ultimately the reason why Messenger Marketing will become the largest marketing channel in the next few years - because it cannot be denied that we are increasingly turning away from classic emails, SMS (which in this country has already been effectively supplanted by WhatsApp) and calls remove.

We all now prefer to use apps like Facebook Messenger and WhatsApp to stay in touch with friends, family or colleagues. It's the fastest, easiest, and most practical way to reach someone. And for this very reason it is not surprising that messenger marketing is rightly the great new hope in online marketing.

But what exactly is messenger marketing?

Messenger marketing is a young discipline in online marketing. You can not only stay in private contact with people via Facebook Messenger or WhatsApp, you can also communicate with your prospects, clients or customers. Mobile chat platforms or apps are used to interact with the target group.

As a marketing channel, Messenger Marketing has much higher interaction rates than comparable channels such as email marketing, social media or other push notifications. This also makes sense, after all, Messenger Marketing is still fresh and fresh and, secondly, there are no real spam filters, as you know from email marketing, for example.

What does that mean for you now? Quite simply, if you send your customers a message via Facebook Messenger, a lot more people will open, read and react to the content than, for example, a newsletter (which sometimes ends up in spam or is simply deleted without opening).

The power of chatbots

Such messages can either correspond to a live chat, quasi a real-time conversation between employees and customers, or be automated with a chatbot. But unlike an e-mail, which for many people always feels a bit like work, you can reply quickly and easily in Facebook Messenger, directly from your smartphone - and the result is very high opening and click rates. Good for you: in direct comparison to email marketing, you will quickly get more attention and can reach potential customers better.

Messenger Marketing enables the creation of visually appealing messages with call-to-actions, GIFs, image galleries, smileys and more - even audio messages are possible. You can refer your Messenger Marketing contacts to all kinds of interesting content as usual. For example, if you are planning a webinar, you can advertise this webinar via Messenger and get even more participants.

But you can also try to reach potential new customer contacts, for example via Facebook Messenger, and then pull them deeper into your funnel. It's simple: if someone receives messages from your chatbot via Facebook Messenger, they can also become a fan of your Facebook company page or join your Facebook group. If you work with exclusive content and bring different content to each channel, you will be able to expand your reach even more.

How to use Messenger Marketing successfully

The perfect thing about messenger marketing is that you can implement your tried and tested marketing measures as usual, just much easier, faster and more result-oriented. For example, if someone sends you a message via Facebook, you can get in touch with this person via Messenger through your reply. But that's not all: you can put this person in a distribution list, just like you know from e-mail newsletters.

If this contact is now in your mailing list, you can also contact him for your marketing messages in the future. Facebook allows this in this way - if you do messenger marketing with WhatsApp, you have to automatically verify the telephone number of the new contact, analogous to the double opt-in in email marketing. But then you can also get started here and fully immerse yourself in messenger marketing - with all the positive possibilities.

Sell ​​your products, ask for feedback or make your contacts aware of interesting content - all within the familiar Facebook Messenger app or via WhatsApp ... although the end of the flagpole is still a long way off: It is possible to close chatbots for almost every messenger build, even for Skype and Slack or Telegram - Facebook Messenger and WhatsApp are just the most widespread.

Marketing automation in a new dimension

Thanks to the possibility of integrating call-to-actions, for example, you can tailor Messenger Marketing to any company and for almost any purpose - and then even automate your marketing by defining rules or contacts according to preferences or according to their previous behavior select.

This is classic marketing automation via messenger: divide your followers into different groups and find out what they are interested in - because then you can recommend tailor-made and relevant products to them. Or you can use chatbots to offer whitepapers or other content that generates contacts.

Modern e-commerce companies use messenger marketing to send transaction messages - for example, to transmit order confirmations, shipping confirmations or shipment tracking (this is why messenger marketing is so attractive for the e-commerce sector, because it makes customer service much faster and more effective). Of course, you can also do all of these things via email. But emails often seem distant and impersonal, and even the best email marketing departments in the world usually achieve opening rates of around 30 percent - not to mention the click rates.

Extremely high opening and click rates

In contrast, Facebook Messenger, for example, ensures the personal and individual exchange that your customers want. And that with opening rates that are currently much higher and often reach 80 percent and more. If your customers have any questions, they can simply reply to your message so that an employee can respond immediately.

This is the big advantage of messenger marketing, not only, but especially because of Facebook. You can automate your messages while they appear private and personal to your target audience. That looks much more serious and helps you to build or further strengthen the all-important bond with your customers. It simply leads to fewer conflicts if the entire conversation about a transaction can be seen at a glance in Messenger ... "Ping-pong e-mails" are a thing of the past and you and your customers save a lot of time because they don’t look for e-mails have to look.

Just let the following example of meaningful messenger marketing work on you:

Imagine spending a night in a hotel. After you checked out the next morning, you look at your smartphone and notice a message in Facebook Messenger. You tap on it and see that the hotel has sent you an automatic message asking you to rate your stay on a scale from 1 to 5.

If you answer 1 to 3, the chatbot will automatically ask you what was bad and how it can be improved. If you reply that you found bugs under your bed or hair in the sink, then a member of staff will answer your message immediately, apologize, give you a retrospective discount or maybe even reimburse you for your stay.

If you answer with a 4 or 5, you will be thanked automatically and you will receive a link to leave a review online. You will also be told that you will be able to book easier and faster in the future by sending the time period and room request via messenger and using the hotel's chatbot.

Isn't that much faster, easier and more practical? In particular, please think of the cluttered and image-heavy e-mails and the poorly programmed websites, which are often difficult to open on a smartphone even today. In addition, the hotel chain can save the data from the entertainment and thus optimize its service for you in the future (and you as a customer will certainly have no objections)!


Thanks to Messenger Marketing, you will be able to use chatbots that automatically send messages based on the last interaction - regardless of whether the person viewed a video, made a purchase or clicked on a product on your website. If someone wants to contact you, they will not go to your website, but will send you a message via Facebook or WhatsApp. Facebook Messenger and / or WhatsApp can become your main means of communication for better customer service.

The perfect way for them to easily reach you at any time if they have a question, need help or want to buy something. You shouldn't miss such opportunities. Remember that 25 years ago email was the ultimate, but things are changing.

Messenger marketing via Facebook Messenger or WhatsApp will be one of the major growth markets of the next 10 years. If you let the advantages I mentioned work on you again, then you will have no choice but to rely on messenger marketing for your company or yourself. You can only benefit!


Björn Tantau is a sought-after expert on digital marketing topics and co-founder of Botcast AI, a comprehensive modular system for intelligent chatbots. With Botcast AI, interactive and versatile chatbots can be created in less than 10 minutes without technical knowledge, completely tailored to the individual needs of the user. Björn Tantau is followed by more than 65,000 people in social networks and he is known from the ARD Tageschau, the ZDF and other broadcasters such as RTL, RTL2, Vox and Deutsche Welle.