How Valassis used bots on Facebook Messenger to drive offlline auto sales

Bots are often discussed as a kind of magic solution for marketers: scalable, customizable and attractive to millennials. Some of that is accurate, but as always, there’s a more complex story beyond the hype. There’s also the very real risk of poor execution.

A recent case study from Valassis is valuable for insight into what an intelligent use of bots looks like. Chatbots (on Facebook Messenger) were integrated into a larger automotive lead-generation campaign that involved careful targeting of prospects and human follow-up.

Valassis worked with Feldman Automotive Group in Detroit, Michigan, to drive leads and sales offline to local auto dealers. Valassis and a partner built a chatbot on Facebook Messenger for Feldman to help qualify leads.

Prospects were exposed to targeted Facebook ads in the News Feed. Audience members were in-market automotive shoppers. The audience was further qualified using location targeting: car shoppers within a specified radius of Feldman dealership locations.

[Read the full article on MarTech Today.]

---

About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog,

Screenwerk

, about connecting the dots between digital media and real-world consumer behavior. He is also VP of Strategy and Insights for the Local Search Association. Follow him on

Twitter

or find him at

Google+

.

from Sphinn: Hot Topics http://ift.tt/2fOxdx0
via IFTTT