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As chatbots become a foundational part of digital marketing strategy, it's important to understand how key channels embrace them.
While chatbots have existed since the mid-1950s, many would credit Facebook's opening of the Messenger platform to chatbot developers for opening the floodgates. Messenger has truly gone all-in on chatbots, seeing them as a way for developers to deliver value to users without forcing them to download a new, standalone app. This commitment has included everything from customizable Carousels for sending detailed and actionable information to integrated payments to add-ons that let you import other users. Perhaps most critically, adding chatbots to Messenger's "Discover" tab has allowed for easy discovery for users.
Twitter has been quick to acknowledge the potential of chatbots and jump on board. Similar to Facebook, Twitter chatbots live within the Direct Messaging (or "DM") section of the platform. DM is a feature brands on Twitter traditionally use for customer service after a user has voiced a complaint to the brand on the platform. Unsurprisingly, brands such as Evernote and Pizza Hut have mixed these two, opting to provide customer service via a chatbot embedded in their DM section. This allows them to lower their customer service costs while decreasing wait times, resulting in more happy customers.
Slack is betting heavily on chatbots. Though they have also opened the platform to independent developers, Slack has taken a unique route by also investing into and acquiring chatbots. This allows them to directly influence the direction and functionality of chatbots that run on the platform. So far, this strategy seems to be working well as evidenced by looking at how well the platform has been adopted by companies of all types.
While traditionally thought of as a voice and video platform, Skype also boasts powerful chat functionality. This has been further boosted by the channel's embrace of chatbots. Using chatbot development platforms such as Snatchbot.me, anyone can have a Skype chatbot up and running within minutes. Whether it's used for customer inquiries or internal staff meetings, Skype is a competent player in the chatbot field.
Kik, the Canadian messaging platform used heavily by American teens, is one of the first movers in integrating chatbots. Chatbots within the platform are highly functional, and boost a unique feature: the ability to have multiple users in a single conversation with a chatbot. This opens the door to greater discovery and usage of the chatbot.
