Messaging Apps Disrupt Consumer Purchasing Decision & Customer Service
Today’s consumers are looking for brands to be responsive 24/7 for everything from purchasing decisions to customer service options. According to Marketing Profs, marketers need to develop messaging strategies that will make it easier for consumers to connect with brands by delivering regular, one-to-one content to them.
In 2017, the best way for brands to fulfill their customers’ desires for 24/7 communications is through messaging apps. Companies who fail to adopt the use of messaging apps run the risk of letting their competitors take their customers. A messaging app program can be used with or without chatbots, and is the most ideal way to stay consistent in communication with customers.
A messaging app program has the added benefit of making your brand seem more human through conversation. The lead messaging apps, according to Ad Week, are Facebook Messenger, WhatsApp, TextNow, Line and Viber. These apps have been downloaded by 80 percent of mobile users around the world, giving brands the opportunity to be conversational with their customers, which is crucial in today’s digital landscape.
When companies adopt messaging apps into their marketing portfolio, they give themselves the ability to create a deeper relationship with each customer, making their experience with the brand more personal. The notion of messaging is truly the most powerful form of marketing: a two-way dialogue between consumer and brand. It’s scalable and gives everyone immediate access, according to Marketing Profs. Digital connectivity and real-world relationships are combined through messaging, and brands are given the opportunity to outperform their competitors.
In today’s digital age, customers’ needs and questions don’t end at 5 p.m. Since consumers have the ability to access the brands they love every minute of the day, they should also be able to have access to customer service round the clock. According to a recent Mobile Messaging Report, 51 percent of people say a business should be available 24/7.
Chatbots make the idea of starting a messaging program less overwhelming for brands. This is because chatbots are autoresponders, which means brands don’t have to hire staff to work all hours of the day and night. Chatbots do have limits, however, and when they reach their limits, the system can roll-over to a human employee.
Today several brands are successfully using chatbots to bolster their business, including Spotify. Take a look at their programs and try implementing a program as a beta test to get your team’s feet wet. The next frontier of artificial intelligence is here and marketers must embrace it.