Market leaders of the digital sector are now integrating messaging apps at the core of their business strategy. Easy-to-use, instantaneous, conversational and personalized—these apps are changing the face of marketing strategies.
Mobile messaging apps are set to change the way consumers interact with brands. It is becoming more common for people to use messaging platforms. They use them not just for customer service enquiries but also to make purchases, manage bookings and check on orders.
Why are business messaging system is here to stay?
With the average user spending more time on tech and media than sleeping, it only marks how messaging will soon surge ahead of social networking. Based on certain reports, by 2018, messaging platforms will acquire 1 billion additional users that will add up to the existing 2.2 billion current users. Consumer technology and media industry will grow by over $500 billion. Retailers would undergo a loss of $9.5 billion by not investing in the mobile. It’s no surprise brands like Facebook are moving beyond their ‘social network’ profile to invest in chat bots and AI.
Needs for brands to go mobile
It’s not just about brands being mobile-compatible. Being able to be optimized for usage is equally important. Mobile now represents an impressive amount of online traffic and in 2015 it surpassed Google searches from desktops. Companies need to devise strategies to nurture leads, increase the conversion rates of leads, and plan how to keep customer engaged with them. In comes messaging apps. These can help customers and organizations. Customers and customer support teams can share a common inbox, can save conversation history, and most importantly, it is not limited to desk job of customer support.
Marketing through messaging apps
The transition from public social media to chat apps can mark the biggest change in internet culture and marketing since social media. Most online retail sales happen through mobile as per reports and there is still a huge potential to grow. To acquire a truly perfect experience on mobile, websites need to be made mobile-friendly. Native apps can obstruct the growth potential of mobile sites. This is one of the challenges the brand must meet in order to grow. Instant Messaging and conversational experience can help brands overcome this challenge.
The messaging services would urge businesses to have conversations with customers via their platforms. Messaging platforms may become the new browser. Customers instead of being on a web browser, remain more available on a messaging app. From a business perspective, customers aren’t on web browsers any more unless something interests them to open a web page. Businesses can use their availability on mobile to reach out to customers through these apps and be available for them as well.
What marketers need to keep in mind
Content delivered through messaging apps will need to be relevant and more personalized than a post on social media that is intended for a larger audience. Personalized messages and easy interactions will give users with a reason to open up a conversation.
What organizations also need to keep in mind are the permissions associated with such interventions. Since messaging services are an opt-in service, permission given by customers comes with a higher set of expectations. Companies need to re-invent their pitching strategies and their calls-to-action to keep their customers engaged.