Businesses in India such as BigBasket, Swiggy and HouseJoy are quietly signing up for a Facebook feature that allows them to target, connect, and transact with customers on Messenger, the social media giant’s instant messaging platform.
Targeted messaging brings down the cost of customer acquisition for companies, said Sanchit Vir Gogia, Chief Analyst, Founder and CEO of Greyhound Research. “Because of the high installed base of Messenger, a brand can easily reach out to a large set of customers, which is otherwise almost impossible,” he said.
“Companies might ask for quick outcomes. Will Facebook put its skin in the game remains a question mark… Accountability of marketing budgets is important,” said Gogia.
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Sanchit Vir Gogia: Sanchit is the Chief Analyst, Founder & CEO of Greyhound Research, a Global Technology & Innovation Research, Advisory & Consulting Firm. To read more about him, click here.
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