Share
Facebook
YouTube
Tweet
Twitter
LinkedIn
Authored by Gautam Rajesh Shelley, CEO & Founder, AiSensy
As digital marketing is seeing a tectonic shift in engaging audiences on platforms that they frequently use, new-age businesses are continuously seeking the most effective channels to reach their target audience. In recent years, WhatsApp has increasingly been brands’ go-to channel over traditional channels, i.e. SMS and email marketing.
Let’s understand what WhatsApp does differently for businesses to help them maximize their audience engagement prospects.
Better Engagement Rates: The key reason why brands are turning towards WhatsApp as the preferred marketing channel in the current times is the noteworthy higher engagement rate on WhatsApp. Reportedly a whopping 72% of new users are likely to engage with marketing communications sent via WhatsApp as compared to emails and SMS. The precursor for this shift has been due to the declining open rates by users to content on traditional channels. In recent times, although email marketing remains relevant, it has sunk to an alarming 20%. SMS marketing has been faring on similar lines. What led to the downfall of the two traditional marketing channels is the impersonal and highly promotional nature of the messages/ emails, which often leads the audience to ignore/ delete them.
Customization and Versatility: WhatsApp stands out due to its worldwide presence, intuitive UX, and end-to-end encryption. These features make it ideal for personal communication among peers and family and have gained momentum with time to increase interactions between businesses and customers. Businesses can seamlessly tailor their communications on WhatsApp, personalized and relevant experiences to the audience.
Advanced Marketing Features: WhatsApp offers a range of cutting-edge features through WhatsApp Business API that is well suited to help businesses market their communications effectively to the targeted audience. With the help of WhatsApp Business API, businesses can broadcast to unlimited users, use automation, and also integrate their chatbot.
Varied Messaging Capabilities: Enabling businesses to send a wide range of message types, including media messages, carousel messages, time-bound offers, and security authentication messages. To enhance a customer’s journey from a prospective lead to a repeat buyer, a business can send the lead an attractive carousel of products, followed by a customized offer.
Round-the-clock Customer Support with Chatbots: WhatsApp’s ability to help brands craft their chatbots gives it an added edge in two-way conversation which is unlikely in SMS and Email marketing. These chatbots are available round the clock, providing instant responses to customer queries and hence uplifting the overall user experience. WhatsApp forms and webviews further make the conversation immersive, enabling businesses to garner customer data and offer customized content directly on the chat interface.
Safe Payment Integration: WhatsApp Payments enables businesses to provide customers with seamless and safe payment gateways within the app via various methods including UPI, credit cards, debit cards, and net banking, irrespective of whether the customer is registered on WhatsApp Pay or not. This capability is very powerful wherein even organizations like DMRC and DTC have enabled ticket booking via WhatsApp chatbots, allowing users to seamlessly book metro and bus tickets through the app directly.
WhatsApp as a Super App: The range of wholesome functionalities of WhatsApp is paving its app to transition into a super app. Businesses can seamlessly manage the complete customer journey with the brand right from acquisition to engagement, onboarding, and retention capabilities all within the app. This integration streamlines processes and uplifts customer experience, making it a highly attractive marketing platform for businesses.
Edge over Traditional Marketing Channels
WhatsApp when compared with traditional email and SMS marketing, offers a variety of advantages that it offers, making it a preferred pick by brands.
● Higher Deliverability: Messages sent via WhatsApp don’t get lost in spam folders as is seen in email marketing, hence translating to increased deliverability.
● Increased Engagement: WhatsApp enjoys a 45-60% click-through rate, which is significantly higher than the 2-10% CTR seen with emails and SMS.
● Strong Ad Support: The unique “Click to WhatsApp” ads on platforms like Instagram and Facebook are not seen in the case of email and SMS.
● Efficient Tracking: Businesses can seamlessly track message delivery and read receipts, which is not a feature offered by other marketing channels.
● Hassle-free Payments: WhatsApp’s ability to collect payments directly within the app is not provided by email or SMS channels.
● Verified Accounts: Businesses can obtain a verified green tick on WhatsApp, building trust and credibility, a feature not available with emails or SMS channels.
WhatsApp has left a significant mark in aiding brands to communicate with their customers effectively. Its superior engagement rates, customization features, advanced possibilities with WhatsApp Business API, and provision of secure payments, etc., make it a much-needed tool for businesses to manage their customer’s comprehensive journey. As WhatsApp paves its way to evolve further, it will continue to remain ahead of the curve in offering unmatched advantages for businesses globally.
DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.
News in the domain of Advertising, Marketing, Media and Business of Entertainment
Marketing
News in the domain of Advertising, Marketing, Media and Business of Entertainment
Terms & Conditions
Privacy Policy
About Us
Contact Us
Copyright © 2016 – Adgully.com   | Contactus

source