Considering how unique and novel the idea of education in virtual reality is, streamlining and scaling the communication of this product offering was vital. Given the short attention span of users (as of 2019 the average human attention span is now shorter than a goldfish), pushing this message out as a Facebook Ad to a large audience is challenging.
Traditionally, the best approach for educational organisations on Facebook is an explanatory video. However, this format faces challenges as it is not personalised and the content may not apply to all users.
When marketing a new and unknown product, it is difficult to capture the questions that users may have in a single video or ad. As such, utilising a chatbot with contextual responses based on user input allows for personalised offers and information—a key factor for enabling automated lead generation.