|What Marriott Learned From its Facebook Messenger Missteps
Marriott’s first foray into Facebook Messenger in March 2016 was a complete disaster. Retargeting customers with ads in Messenger rather than their news feeds immediately misfired, with these ads sliding into customers Facebook inboxes to make unsolicited suggestions. Customers who had recently browsed through rooms at Courtyard Marriott Chicago online, for example, were sent personal messages asking if they still wanted to book a room.
Marriott’s faithful balked and the attempt was euthanized within just two hours.
“Our first entry failed miserably,” said Amanda Moore, senior director of social and digital marketing at Marriott. “But it taught us something — most of all that what we were doing was not what people wanted there.”
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This article was published on Digiday.com. A full link to the original piece is after the story.
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