For Kia, There's More to Facebook Messenger than Customer Service - eMarketer
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eMarketer Interview

For Kia, There's More to Facebook Messenger than Customer Service

Preview from eMarketer PRO

An interview with

Nathalie Choy

Senior Marketing Innovation, Web and Digital Performance Manager, Kia Motors America

Topics:

Interview summary

Providing customer service is an obvious route for brands wanting to experiment with Facebook Messenger, and while it’s an important use case, it’s just the tip of the iceberg. Nathalie Choy, senior marketing innovation, web and digital performance manager at auto brand Kia Motors America, spoke with eMarketer’s Maria Minsker about how NiroBot, the brand’s Messenger persona, performs a number of key marketing tasks.

Interview

eMarketer: How is Facebook Messenger working for you?

Nathalie Choy: Our chatbot, NiroBot, is essentially our newest marketing team member. We see it as a marketing extension that allows us to offer always-on one-to-one interactions at scale. For the time being, our bot is focused on Niro, our new crossover hybrid model. We wanted to get the word out about it and do so in a different way.