Bots Won't Replace Apps, but Facebook Targeting Is Taking a Big Step Forward

The biggest news to come out of last week’s Facebook developer conference - F8 - is the immediate introduction of bots to the Messenger platform. In the US at least (a UK roll-out is set to follow later in the year).

Naturally, the event has dominated the social media airwaves ever since, with news outlets reeling from Facebook’s apparent suggestion that programmed, autonomous and “intelligent” bots would supersede the app.

“We think that you should be able to just message a business, in the same way you’d message a friend." - Mark Zuckerberg

In Zuckerberg’s own words, “we think that you should be able to just message a business, in the same way you’d message a friend. You should get a quick response, and it shouldn’t take your full attention like a phone call would, and you shouldn’t have to install a new app.”

The Best Thing Since Sliced Bread Conundrum

The issue with engaging new technology is that it is often heralded and “the best thing since sliced bread”, like unsliced bread is a rare phenomenon in the 21st Century. It isn’t, and bots won’t supersede apps, just like the app didn’t supersede traditional internet browsing.

Let’s not get over-excited as we tend to at times like this. Don’t be too eager to defenestrate your apps. They’ll still be here in 2, 5, 10 years’ time, just like SEO and content marketing. Yes, they’re still relevant.

"Don’t be too eager to defenestrate your apps."

But that’s not to say that bots won’t change the way we interact with apps, or cause a paradigm shift in the types of apps we use on a daily basis. I’m looking at you, other-side-of-the-coin journalists who rubbish the idea that bots will be a big thing. They likely will.

For instance, in 5 years’ time I’ll still want to use an app to keep track of my weekly 10k run (if I can still run 10k then). But I probably won’t want a forecasting app to tell me what the weather is going to be like tomorrow morning. Instead, I might simply fire off a quick question to my favourite bot.

Facebook’s Big Step Forward

While Facebook’s claims of app replacement have clearly struck a chord, far more exciting from my point of view is the potential for audience targeting through bots on social media (and beyond).

It’s an area that requires careful treading to avoid overtly spammy behaviour, but bringing targeted advertising to Messenger and - perhaps - Whatsapp (eventually) could deliver interested consumers an unparalleled level of brand immersion.

Speaking at F8, Head of Facebook Messenger David Marcus said the company was “…testing if business bots can re-engage people on threads with sponsored messages…”. And while the so-called test is “small tiny” it does suggest that Facebook is looking into the possibility of sponsored advertising via bots on its Messenger platform.

For instance, if you regularly use a bot created by your favourite online fashion retailer to browse clothes in your style and size, that bot will “learn” from that experience. And when that retailer launches a similar style in its upcoming spring/summer range, that information can be used by the bot to target a commercial message towards someone it knows is interested.

Will It Take It?

Clearly, Facebook hasn’t taken that big step yet. Give it time! But whether it will at all will likely depend on a number of factors. Not least, Facebook’s willingness to push commercial messages via the Messenger platform and, should they roll it out, the general response to that development.

"...bots already present a compelling proposition for businesses looking to save time or make interacting with their services that little bit more attractive..."

Either way, bots already present a compelling proposition for businesses looking to save time or make interacting with their services that little bit more attractive to consumers. Watch this space, bots might just change the way you and I interact with one another and everyone around us. They just won’t replace your apps.

You can read more about Facebook bots on the Digital Visitor blog...