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Head of StubHub Labs, StubHub
Now that Facebook Messenger is open to brands, companies are determined to find the best ways to use it as yet another marketing channel. What they sometimes forget, however, is that Facebook and Messenger were primarily designed for social interactions between users and their friends. Gary Kanazawa, head of StubHub Labs, the ticket reseller’s mobile innovation group, spoke with eMarketer’s Maria Minsker about how the company’s bot makes the most of Messenger’s social roots to drive engagement.
eMarketer: How do you generate awareness about StubHub’s Messenger bot?
Gary Kanazawa: There are times when our customers search for tickets, but there aren’t any available. At that point, they can choose to be notified if those tickets become available again by subscribing to the Messenger bot. Then they’re automatically opted in, and we can start sending them notifications.
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