Instant Messaging Applications: A Valuable Opportunity For Digital Marketing?

The instant messaging applications or instant messaging apps offer a vast field of exploration from the perspective of digital marketing. Despite its undeniable penetration with users and an exploding usage following the quarantine caused by COVID-19 , many brands are still seeking the approach with which to approach communication through this channel. Instant messaging applications, a channel that is reinventing itself with the crisis Instant Lithuania WhatsApp Number List messaging apps form a very dynamic ecosystem that is distinguished by the huge volume of users who handle them and by the high retention and use rate compared to other types of applications.

According to Business Insider’s The Messaging Apps Report , in 2015 the monthly number of active users of the four most popular instant messaging apps exceeded the four major social networks. Currently, globally, the podium for instant messaging apps is occupied by WhatsApp (2 billion monthly users), Facebook Messenger (1.3 billion) and the Chinese app WeChat (1.165 billion), according to data. by Statista . Statistic: Most popular global mobile messenger apps as of October 2019, based on number of monthly active users (in millions) | Statista As with the consumption of audiovisual content , according to Statista , the quarantine gave new impetus to instant messaging apps and 45% of users used them more to shorten the imposed physical distance.

As A Response To This New Demand, These Applications

have adapted to the unprecedented situation . For example, WhatsApp has limited mass message distribution to mitigate misinformation about COVID-19, and Facebook launched Messenger Rooms to encourage group video calls. What opportunities do instant messaging apps offer to brands? It is possible to apply several strategies in the effective management of this channel: 1. Instant messaging apps as a customer service channel Many brands are activating customer service channels through these apps. Typically, users turn to brands for two reasons: To ask quick questions about the product or service : delivery times, physical characteristics, information on terms of service or a promotion, etc.

To request something from the company , such as an exchange or return, or to report an incident. This is why the main instant messaging applications have features that facilitate this interaction. As an example, we can mention WhatsApp which allows companies to create their own profile using the WhatsApp Business API , which furthermore allows programming bots by integrating the most frequent questions of users to save time and provide a quick response. In this sense, for many retailers it is very likely that instant messaging applications will gain more importance during deconfinement , as the decision to return to physical stores will be more considered than in the past and the user will seek to obtain prior information.

Moreover, Countries Like Spain Require That, During

the first phases of de-escalation, access to establishments is by appointment, a task in which these applications can make the difference. the uso de las apps de mensajería instantánea se ha incrementado durante el confinamiento 2. Innovative and constantly evolving advertising formats The advertising via instant messaging applications has been long used in Chinese app WeChat and implants itself increasingly in the rest. According to a Facebook study , already 44% of American millennials are in favor of receiving promotions and offers on Facebook Messenger. In addition, these apps keep innovating in the ad formats they offer , making more and more creative options available to brands.

Snapchat is a good example of this : while in 2019, it successfully launched its Dynamic Ads , its revenue from Story Ads doubled in one year, and in the case of Commercials, it even tripled. 3. Instant messaging in B2B marketing environments Some B2C retailers have used these applications as tools to build loyalty and boost online communities around the brand. This strategy can also be applied in B2B environments by creating private groups intended for professionals. In this sense, an international survey by Microsoft has highlighted the marked preference for messaging in the world of work on the part of generations Y and Z, a fact that reinforces the role that this type of application can have in marketing.

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