Marriott’s entry into Facebook Messenger was a misfire, and now they have chat marketing lessons to share with other brands.

Marriott’s entry into Facebook Messenger was a misfire, and now they have chat marketing lessons to share with other brands. In March 2016, the brand used the platform to retarget potential consumers with ads, ultimately making “unsolicited suggestions” and upsetting users who had not opted-in to the marketing. The brand realized that messaging is “very personal and intimate meant for closed communication.” They now use the chat to address existing needs with customer service, while incorporating some fun into the process. (Digiday)