A recent survey of the global cloud communication platform Infobip reveals the growing trend of conversational experiences in customer communication, the so-called Conversational Marketing. Data obtained from the analysis of 449 billion interactions on the Infobip platform in 2022 show the rapid increase in preference for conversation apps, such as WhatsApp Business and social media channels, such as Instagram, for the diverse needs of customers.
According to data collected by the platform, in 2022 there was a 73% increase in business interactions via WhatsApp, 51% in interactions via email and even a 30-fold increase in interactions via Instagram, highlighting the importance of these channels. For Vivian Jones, Vice President of Infobip in Latin America, this demonstrates the desire of customers to connect with companies in the channels they already use, that is, an incorporation of brands in people’s routine.
Chatbots with conversational experience for customer queries
The data also shows how customers increasingly prefer to seek answers to their questions through chatbots in channels they use daily and that have advanced features. For example, WhatsApp Business Platform interactions on Infobip’s chatbot increased by 69% in 2022, while Telegram and SMS interactions increased seven times and five times, respectively.
Conversational marketing is the key to more engagement
For customer engagement, the numbers confirm the effectiveness of this strategy. According to Infobip data, the WhatsApp Business platform, mobile chat apps and messages via Voice (Infobip’s solution for voice customer communications) recorded the highest growth in 2022. Since the introduction of marketing messages on the WhatsApp Business platform, customer engagement and promotional usage increased interactions on the channel by 2.5 times. Meanwhile, voice messaging and mobile apps increased by 191% and 92% respectively, demonstrating how customers now prefer instant, rich, human experiences with a business or brand.
As Vivian Jones explains, when we talk about Conversational Marketing we are referring to the use of chatbots and other messaging platforms to engage customers in personalized, one-on-one conversations. Jones comments:
“The main objective is to reduce friction in the buying process and provide the right help, at the right time and through the right channel, that is, doing business in the most traditional way possible, which is by talking.”
This approach becomes even more relevant in today’s context, when customers have access to more different channels and devices than ever before. Even so, Vivian stresses that traditional channels like SMS still play an important role for messages that depend on time, such as Two-Factor Authentication (2FA) or sending one-time passwords.
Guide for brands
With that in mind, Infobip launched the Guide to a 360º Conversational Experience, an ebook produced especially to help brands respond to changing customer preferences and the growing popularity of messaging apps.
The Guide shows how organizations can embed conversational experiences across all customer touchpoints, from marketing to sales and support, and across industries. According to the Infobip executive, for customers, the benefits are clear: a richer, more convenient and personalized experience. Meanwhile, companies benefit from greater customer loyalty and, ultimately, more sales. Vivian Jones ends:
“We are going through a moment of transition in telecommunications, so having experienced global communications providers that have a wide range, whether in available channels or customer reach, can be a decisive factor in determining which brands remain in the customers’ routine. , or not.”
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