Is your team ready for the next wave of customer marketing? For the first time, data indicates messaging has eclipsed global social network active users*. A shift is happening. Right now. That’s because unlike traditional social networking, which is (broadly) public & forever, chat is trusted, private & in the moment. This movement is predominantly led by millennials. Compared to traditional social networks, 87% of them prefer chat as their primary communication service.
So, as people migrate towards chat, shouldn’t brands too?
A few years ago, my team and I sold Buddy Media to Salesforce. At Buddy Media, we were the first to help brands realize the power of Facebook Pages. Clients would commonly say, “I have a website, why do I need a Facebook page, too?” The answer was because that’s where their customers were hanging out. And for the same reason that Facebook Pages enabled brands to be more authentic, transparent, and grow their customer base, messaging will be 100X more impactful. Here are four of the tools you can use as a marketer to get ahead in messaging:
In some other parts of the world, chat platforms are the primary access point to the internet. For example, on the app WeChat in China, you can already book airline tickets, order a car, and shop for just about anything.
We’re going to see that happen in the US as well.
In February, of 2014, Facebook acquired Whatsapp, and in November they made Messenger it’s own platform (they drove installs by forcing it’s users to download a standalone app). We will begin to use these platforms, and others like Kik, Viber, and Tango for more services every day.
Last year, I met the team at Snaps and soon after, invested. They’re building an incredible platform for any brand to manage all of these experiences in one place. There are so many parallels to what Snaps is building in the messaging space, to what we built at Buddy in the social space.
I’m excited for what messaging can bring. It will simplify the life of your customer, and power intimate commerce and post-commerce experiences actually making customer service feel good.
In the future, it will become mandatory for every brand to have a messaging strategy.
My only question is what is yours?
*BI Intelligence – Messaging Apps are bigger than Social Networks
Cross-posted from LinkedIn
Photo by d26b73