You have to speak to your customers and your prospects – and, in an increasingly cacophonous world, it can be difficult to be heard. Mobile messaging is the latest addition to the marketing toolbox and it’s aimed at helping you stay ahead of the competition.
Postcard marketing and email marketing are both great and we don’t suggest that you abandon either, but messaging has some advantages. Think of it as a way to deal with customer service enquiries, make sales and manage bookings and deliveries. A message goes straight to the customer’s cell phone and doesn’t risk getting lost in a full email inbox or – even worse – being treated as spam.
While messaging is still an innovation in the West, in the Far East it’s always had the edge. The Chinese never really took to email as a business to business or business to consumer channel and have always preferred Chat or messaging apps.
Infographic Source: http://www.demacmedia.com/infographic/mobile-messaging/
In the Western world, Facebook leads the way with two apps: WhatsApp and Messenger. They paid $19 billion for WhatsApp but grew Messenger themselves and the two applications are different.We might call WhatsApp a “barebones” app – in fact, that’s exactly what we would call it – while Messenger is rich in features. In the beginning, if you wanted to use Messenger you had to have a Facebook account but Facebook realized that that was not the way to get the market penetration they wanted and all you need now is a phone.
In a sign of how things are going, KLM announced at the end of last year that in 2016 they would offer booking confirmation and boarding passes on Messenger. US retailers likeEverlane and Zulily were signed up in time to be introduced to the world at Facebook’s F8 conference last March.
Proponents of mobile messaging say that it’s easier to use than email. Online shopping by email involves separate threads for opening an account, placing an order and notifying delivery whereas on a messaging app the whole of a customer’s order and contact history is on one screen.
As with any aspect of marketing, it’s important not to lose sight of the fact that customers are people and the way we deal with them needs to be both human and humane. There doesn’t seem much doubt, though, that people like messaging. Facebook Messenger has teamed up with iTunes and Uber, among other apps, and it’s going great guns on both.
There are other fully-featured mobile messenger apps, so don’t think you have to go with Messenger for lack of an alternative. Sumotext, eztexting and Trumpla all have something to say that is worth listening to and that is by no means an exhaustive list. Contact us and let’s talk about how your market works and which option is best for you.