Conversational commerce has been vital in nurturing relationships with the end consumer, in the absence of being able to go to your physical stores. Whether at the introductory and awareness phase of informing your target market of your features, advantages and benefits, or towards the end of funnel, when you're already giving them payment options.
Ads on Facebook can be optimized to reach audiences who are most likely to engage with you , based on their online behavior (pages they follow and interact with, and even websites they visit). Imagine your target market seeing a product oriented ad for the first time, and they visit your site to seek more information. The minute they hit that close button and go back to social, they immediately see an ad on their feed that encourages them to have conversations with you. And this necessitates having automated responses with Facebook's built in chat bot, or even third party services to answer basic queries, or human community managers for more personal and actionable responses. This is lead generation turned social.
Remember that in this age of instant gratification, being able to address your target markets' concerns in a timely, knowledgeable and sincere manner is crucial, most especially in saturated industries.
