Mercedes-Benz South Africa (MBSA) has once again pushed the boundaries of digital achievements, becoming the first automotive brand in the country to introduce Facebook Messenger Chatbot to its customers and potential customers.
This comes as MBSA continues its performance as one of the best performing Facebook page of any automotive brand in the country, having surpassed one-million followers. The size of the fan base is not the only impressive achievement; the brand consistently has one of the best engagement rates for the size of its audience. These ongoing achievements reflect the brand’s long-standing involvement on the social web and delivers further impressive proof of the success and innovation of Mercedes-Benz in the way it uses social networks to interact with its audience.
Facebook launched its Messenger Chatbot functionality for businesses in April this year. Over 900 million people on Facebook Messenger give brands an opportunity to connect directly with consumers in unprecedented ways. This mobile-first solution extends the visibility of the brand to a larger online audience, thus tapping into a new consumer base.
Facebook Messenger Chatbot allows brands to provide a natural language interface with consumers at scale. It creates a direct, customised touchpoint between the brand and users, and drives brand interaction with current and prospective customers. It also drives users to an action that benefits business and ultimately gives consumers a meaningful, personalised online experience.
“The Facebook Messenger Chatbot allows users to further engage with the Mercedes-Benz brand such as booking a test drive, thus providing tailored communications touchpoint for customers and prospective customers,” says Selvin Govender, Marketing Director: Mercedes-Benz Cars.
The platform’s greatest strength lies in its simplicity as there are no cumbersome forms to complete, and the integrated system ensures that verified leads are sent directly to MBSA’s centralised business development centre, where requests are personally processed.
The MBSA Facebook Messenger Chatbot gives users a single touchpoint where they can select their preferred vehicle from the brand’s extensive range; choose their nearest Mercedes-Benz dealership; and share their contact details with the brand. Users can easily distinguish their preferred model for test drive through the visuals of the various ranges displayed.
“As buying trends have evolved and customers have become more digital-centric, we recognise the potential for the MBSA Facebook Messenger Chatbot to develop into a full-service offering,” says Govender. “Over the next few months we envision that the platform will allow our customers to book a service with their preferred dealership and order Mercedes-Benz Genuine Accessories. In the future it will even be possible for users to purchase their desired vehicle on this platform,” he adds.
“Mercedes-Benz South Africa has for years been one of the most active and successful brands on the internet. Extensive online and social media activities are an integral part of our marketing and sales strategy. We systematically convey our product and brand topics in user-friendly content, and publish it across the entire breadth of digital channels. Our high-grade and creative content is reaching more and more fans and interested individuals around the world, who are intensively using and discussing our offerings as well as commenting on them and sharing them with friends. We will now see greater interaction with the MBSA Facebook Messenger Chatbot,” concludes Govender.
To engage with the Mercedes-Benz South Africa Facebook Messenger Chatbot, simply visit https://www.facebook.com/MBSAChatBot or search for “Mercedes-Benz South Africa ChatBot” via the Facebook Messenger app on your mobile.
Story by Mercedes-Benz SA (MBSA)