Twitter announced a new ad unit called Direct Message Card to help brands promote their chatbots and other conversational experience in Direct Message (DM). This new ad unit is customizable using either an image or video, along with up to four call-to-action buttons meant to encourage Twitter users to start a conversation with brands via private DMs instead of tweeting publicly. Patrón Tequila is among the first to use this ad product to promote its “Bot-Tender,” which can recommend tequila-based cocktails based on occasions and flavor preference according to user input.
What Brands Need To Do
Twitter first started allowing brands to plug in chatbots to answer Direct Messages sent to their certified account in November, after steadily adding features for enhancing customer service on its platform throughout last year. Given that most consumers now prefer to use messaging to interact with businesses rather than calling, it makes sense for brands to take advantage of these improvements and upgrade their customer service tools on Twitter. For brands developing conversational experience accessible via Twitter DM, this new ad product should provide a great way to drive conversation and engagement.
How We Can Help
The Lab has extensive experience in building chatbots to reach consumers on messaging interfaces. So much so that we’ve built a dedicated conversational practice called Dialogue. The NiroBot we built in collaboration with Ansible for Kia is a good example of how Dialogue can help brands build a conversational customer experience, supercharged by our stack of technology partners with best-in-class solutions and an insights engine that extracts business intelligence from conversational data.
If you’d like to learn more about how to effectively reach consumers on conversational interfaces, or to leverage the Lab’s expertise to take on related client opportunities within the IPG Mediabrands, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.