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Latest 25 Sep 2020 | Messaging Channels | 4 min read

Messaging Channels are the Future of Marketing

I’m a marketer. I spend my career trying to get people like you — reading this article — to give me as much information about yourself so I can better market to you. Be it an email, a phone number, an IP address, a cookie, you name it. I want it all. Traditionally, I would achieve this by getting you to visit our website, fill in a form and land on a specific UTM. Simple. 

But there is a new way; a way that results in lower CPLs and CACs, better ROAs and higher engagement rates. A way that provides more contextual data to inform future marketing campaigns.

That way is...you guessed it...via messaging channels.

Why should marketers care about messaging channels?

If the above was not reason enough, the answer is simple really...your customers are there in droves. What’s more, the messaging apps that are now practically an extension of our hands, are committed to making messaging channels work for marketers.

“I can buy this over Messenger?”

Facebook Messenger has 1.3 billion monthly users, with 20 billion messages exchanged every month between consumers and businesses. 40 million businesses are using Messenger to communicate with their customers alone. These stats should entice marketers to take messaging seriously as a customer engagement channel. 

More than that, Facebook is committed in its product development for marketers. This was a commitment they made prior to Covid-19, but one that has only accelerated as a result of the shift to even more online shopping. Back in May, Facebook moved swiftly to help businesses meet this new(ish) consumer behavior by launching Facebook Shops, and committing to making it easier for people to buy and sell through their apps. Facebook Shops is a mobile-first shopping experience where businesses can easily create an online store on Facebook, helping them reach new customers, promote products and engage with customers. 

But Facebook has gone even further than just Shops. Businesses can now use ads that click to Messenger to start conversations at scale, leveraging Facebook targeting to find relevant customers. Whether the goal is to generate leads, raise awareness of brands or products, or drive sales, businesses can tailor all these conversations in Messenger to meet their specific needs — driving business outcomes one conversation at a time.

All this makes Messenger a marketer’s goldmine of customer engagement and potential revenue. This is before we even touch upon the commerce opportunities and product features on Instagram Direct and WhatsApp Business. 

“Make the appointment on Messenger!”

Since its launch in 2007, the iPhone has without a doubt revolutionized the way we connect. When Apple first released it, Blackberries were the height of mobile sophistication — and people were skeptical that a $500 device with a touch screen would ever catch on. (“It doesn’t appeal to business customers because it doesn’t have a keyboard,” chortled then-Microsoft CEO Steve Ballmer in a now infamous interview). Despite the naysayers, Apple’s propensity to “think different” led the smartphone revolution. Now Apple Business Chat is changing the way customers interact with brands. 

Today, nearly 60 percent of American smartphone users are running iOS with 1.5 billion monthly active Apple devices worldwide.

So how is this relevant to marketers? Built-in pickers are a core feature of Apple Business Chat — it is a widely used tool that allows customers to select options from a list, such as appointment times or various products. For service providers, it’s a game-changer. It’s never been easier for customers to book appointments and that reduction in friction results in more bookings and lower acquisition costs. It’s also a pretty good deal for businesses that sell physical products. Customers can make purchases in chat by choosing options from a list, and thanks to Apple’s AR capabilities, they can now even sample products without ever leaving their homes.

“Google it!”

There are more than 2.5 billion monthly active Android devices worldwide. Google Chrome has a 66% browser market share, and 2.49* billion searches happen on Google a day. Unquestionably, Google is a customer experience goliath. When customers are making a purchase decision, they "Google it."

Google’s Business Messages is a mobile conversational channel that combines entry points on Google Maps, Search, and brand websites to create rich, asynchronous messaging experiences.  As Google Business Messaging continues to open up for consumers, it’s clear that brands too must take it seriously. Google’s Business Messages also offers rich carousels, quick replies, and photos for convenient and memorable customer experiences that allow commerce to flow seamlessly. 

Google Business Messaging is the future of search. 

Still not convinced? Don’t take my word — and our platform partners word for it — the metrics speak for themselves also...

For one Conversocial brand partner, their CAC decreased by up 55% compared to traditional marketing acquisition channels.

Click to Messaging Ads are proven to reduce CPL by 30x-50x compared to public ad spend over social media channels. 

Email open rates average 1.5-3.0% engagement rate vs a private message re-engagement rate of 31% for one Conversocial partner. 

Messaging channels allow marketers to engage their customers all in one channel seamlessly. Allowing for data-rich engaging customer interactions that drive revenue. 

A marketers dream.

 

 

* comScore - July 2020  /   Mary Meeker, Bond Partners; Internet Trends- 2019

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