Gone are the days when we could only send a hundred text messages every month. Millennials may not remember it but their parents do! While the first banner ad achieved a 44% click rate in 1994, the click rate of current banner ad, falls below 0.1%.
“Brands must engage in conversation and make eCommerce conversational: conversations are the richest, most sincere and natural experience. They can multiply conversion rate by ten, reaching a 20% conversion rate and, above all, conversations turn out to be the most powerful lever for loyalty and word of mouth. A visitor who buys an item for the first time on an eCommerce website will buy 2.5 times more in the 3 following months if they have an interaction with a representative of the brand.” Julien Hervouët, CEO and co-founder of iAdvize
We interact with everyone, at all times on all types of platforms
Between WhatsApp, Messenger, WeChat or QQ and Telegram combined, messaging apps have about 5 billion monthly active users! And today, these apps allow us to interact with our friends and family from anywhere (on public transportation, queuing for a coffee or from the comfort of our own homes) at any time but that’s not all.
Messaging apps have also become touchpoints between brands and their customers, allowing brands and their customers to communicate via messages, call each other, and read pieces of content. Customers can buy products or services and even book plane tickets!
Messaging Apps for Brands
All these technological advances have users hooked on apps, which results in brands seeing a higher percentage of returning visitors with increasing retention rates. Messaging apps allow brands to initiate the conversation with users (just like when they talk to their friends and family) via engaging tools for marketers and customer service agents, including notifications for order confirmations, emojis to add a personal touch, chatbots to answer queries more quickly or product pages to steer customers more easily, etc.
There are different types of messaging apps and marketers need to know how to utilise them:
- WhatsApp: where marketers are just like any other users
- Messenger: where human agents can team up with chatbots
- WeChat: the innovating app buzzing in China
- Line and Slack: two apps marketers should use for a more segmented regional audience
- iMessage: Apple’s messaging app which will establish Apple in the age of conversational marketing in 2018 with its new feature called Business Chat
Let’s find out how brands can use messaging apps to proactively engage their customers and prospects and transform customer experience into a marketing lever with the white paper entitled “Messaging Apps, a new marketing lever for businesses”.