The interviewer asks this question to learn if you're familiar with chatbots, their use, and impact in marketing. You can talk about a few points of advantage when using messaging in digital marketing. First explain what the benefit is, then what the impact is to the company, the customer, or both.
When answering, do not go in depth with specific examples, but instead provide high-level responses.
"Messaging should be used in marketing because it allows customers to interact with ads or product listings instantly. In the past, if an online shopper saw an item they liked, they would need to click around on the company's website or even revert to search engines to find more information before deciding whether or not to make a purchase. With messaging, an online shopper viewing a product can ask questions and have them answered immediately through chat. This prevents the shopper from leaving the page the item is on and lowers the risk of them losing interest in it. It becomes convenient for them to get the information they need and complete their purchase all in the same place. In turn, customer satisfaction increases and so do conversions."
"Companies should use bots and messaging in marketing because it's a preferred method of communication for many consumers. They get to avoid sitting on hold while waiting to speak with someone, and the company saves money on call center staff. With chat, questions are answered instantly, and that makes it easy to buy. The convenience factor makes customers want to shop with the company again; that loyalty results in repeat purchases and word-of-mouth referrals. Ultimately, all of this will result in lower overhead and increased revenue."