Mondelez International has reportedly increased its investment in developing branded chatbots for Facebook’s messaging app. Mondelez, whose brand portfolio includes household names such as Oreo, Cadbury, and Trident, has renewed its global partnership with Facebook, specifically doubling down on creating Messenger bots and targeted ads using Facebook’s Audience Insights API. Though the company has yet to reveal which brands it is building chatbots for or when they will roll out, it did confirm that the chatbots in development will be designed to either support customer service or push for direct sales on Messenger.
What Brands Need To Do
As more and more smartphone users turn to messaging apps, brands would be smart to follow suit and join them on those conversational platforms. In that context, chatbots can be a great tool for promoting fan engagement, handling simple customer service requests, or even serving as an ecommerce portal. Mondelez’s increased investment shows its confidence in the potential of Facebook chatbots and that it can leverage them to better serve its customers.
For more information on how brands can make use of chatbots to connect with fans, please check out our Fast Forward analysis on Facebook’s F8 Event.