In the “olden days,” around the late 1990s, when email became common among the general population, AOL was the platform. At the time, finding “online mail” was still fun.
Photo credit: Foter.com
Someone could turn on their computer and hear “You’ve got mail” in an upbeat tone. That was before online marketing got into the game. But it did, and quickly.
First, advertisers found chain mail was an easy way to share products via email. People passed on links to others. Some were harmless, but others were not, and the government had to pass regulations in the early 2000s to help. Over time, content marketing evolved, and brands found new ways to connect with their preferred audience. I’ve been around long enough to see these changes and help businesses find the best way to reach their customers. I’m an expert witness in META advertising and teach, write books, and consult on social media marketing.
Although people still use email, Messenger has been the “go-to” for reaching out to advertisers since 2011. Originally known as Facebook Chat, Messenger has been integrated into mobile devices, desktops, and web browsers.
It’s today’s “Mail” and much, much more.
Here are some examples of what users do with Messenger today:
- Text messaging
- Voice and video calls
- Watch videos together
- Share files
- Share locations
- Money transfers
- Business integration (such as plane tickets and reservations)
It’s become an everyday tool for people to communicate, shop and do business. And where there’s opportunity, there are always opportunists.
Do you have a lawsuit over ads on Facebook, Instagram, or Messenger? Contact an expert witness in META advertising to help!
Today, Messenger has become an everyday tool for advertisers. Combined with META’s advanced targeting options, the right consumers are targeted too. There are a few types of messenger ads. For Facebook users, the Click-To-Messenger ads can appear in their news feed. These ads can begin as an inquiry and then lead users through the buying process (https://blog.hootsuite.com/facebook-messenger-ads/). Sponsored Messages arrive when a user has already connected to the brand by either reviewing a website or purchasing a product. These ads show up to encourage more shopping with a particular discount or to announce the launch of a new product.
The benefits of messenger ads for brands are incredible. AI chatbots can help build a helpful relationship by providing customer service support on the spot. Also, Messenger Ads are reported as having higher engagement rates with the public in comparison to traditional advertising. No wonder META advertising is trending in the marketing arena! It can manage large, medium, or small advertisers effortlessly.
Unfortunately, as an expert witness in META advertising, I know lawyers see the darker side of this feature. Metrics can get inflated, and premiums for ad placements can go up. The algorithms might discriminate or target youth in a negative way. Digital advertising isn’t always an exact science. Data collection or consumer redirection can damage not only the consumer but also the legitimate businesses reaching out to them.
If you have a legal case regarding digital advertising and Messenger, contact me for a free consult.
