Plans & Pricing
Does My Company Subscribe?
Global Executive, Digital Marketing and Channel Activation, Whole Foods Market
Facebook Messenger is the hot new marketing toy—every brand wants to play with it. And while it’s tempting to create a Messenger bot that can perform many tasks, the key to building a bot that’s more about longevity than novelty is zeroing in on a specific, relevant use case. Jeff Jenkins, global executive of digital marketing and channel activation at Whole Foods Market, spoke with eMarketer’s Maria Minsker about why the grocery store chain is treading carefully with its new Messenger bot. [Editor’s Note: Jenkins has since joined CKE Restaurants as chief marketing officer.]
eMarketer: What are some of the ways that you’re using Facebook Messenger?
Jeff Jenkins: We launched a chatbot last July, and so far we’ve used a hybrid approach. We started with a very narrow use case based on customer insight—we know that people walk around the grocery store with their phones and are often chatting with their partner, spouse or roommate, asking, “What do we have at home?”
Change in Retargeting vs. User Acquisition Campaign Spend Among Select App Publisher Verticals Worldwide, Nov 2018 (% change vs. prior year)
Mobile App Performance Metrics Worldwide: 1-Day, 7-Day and 30-Day Retention Rates, 2016-2018
How High Do Companies Worldwide Rate the Importance vs. Success of Their Customer Experience (CX) App Data Capabilities? (% of respondents, Dec 2018)
Which Metrics Do Companies Worldwide Measure for Their Customer Experience (CX) Apps? (% of respondents, Dec 2018)
How Often Do Companies Worldwide Access Data From Their Customer Experience (CX) Apps? (% of respondents, Dec 2018)
Location Intelligence 2019: Marketers Adapt to Evolving Privacy and Data Landscape
US Native Advertising 2019: Display Budgets Keep Flowing to New Formats
How Header Bidding Is Moving Into Apps
When Toyota Advertises on Twitter and Snapchat, Users Listen
What a Difference an 'E' Makes
Can Instagram's 'Swipe Up' Feature Drive Sales?