If there is one piece of advice I could give brands ahead of 2019, it would be to really consider how the business operates on Messenger and other private platforms as part of its overall content marketing strategy. Here’s why…
Social media is moving away from the public forum and is rapidly moving towards private platforms such as Facebook Messenger, WhatsApp and other chat based platforms. This shift has been noticeable for four years now yet as marketers we have only just begun to consider the importance of having a messenger strategy.
Social networks are responding to this trend too. Facebook recently tested changing the ‘share’ button to ‘message’ which shows a real indication that they are considering how their platform might work as a potential facilitator for more private based conversations between users.
It’s plain to see. Sharp growth with messaging apps over the past 6 years has taken usage past that of the top four social media platforms. And that’s not all, WhatsApp and Facebook Messenger can only be topped in terms of usage by YouTube and Facebook.
So what are the opportunities for marketing?
It feels to me that social media is set to change significantly over the next 12 months for all the reasons that have been detailed above. This change should be embraced however as the three opportunities detailed below can unlock exciting opportunities to better engage with audiences in a more personalised way….
Let’s start with the obvious one. Facebook’s Messenger advertising capability is fairly new still but has huge potential for delivering personalised communication with an audience. To understand its merits, I’d ask you to remember the early days of e-mail when you pretty much opened every single item in your inbox, because you felt it would be valuable/important. Don’t try to deny it. Well Messenger is in exactly the same space now. On average, you can achieve 90% open rates on Messenger advertising, what other platform can offer you that to speak directly to a member of your audience?
Currently, chatbots deliver up to 80% better engagement than channels like Facebook posts and email marketing. They’ve been growing more and more sophisticated in 2018 and I predict that in 2019, that’s where we will see chatbots emerge in much more innovative ways. Whether it’s to streamline your customer service function, provide a more tailored experience for your customers by feeding them content they prefer or even simply entertaining your audience through gameification or character building like Dominoes’ Dom bot (check it out). The opportunities here though are limitless and it’s only a matter of time before this tool is used to create more personable experiences for customers.
A Tailored Experience
The more you are able to personalise the experience of your communications to an individual the better and Messenger Advertising is simply the best way to do this. Being able to enter a one-to-one conversation with your audience and personalising the experience to their preferences is extremely powerful and if managed correctly, could prove a powerful means of driving further sales for a business. For any business looking to acquire sales leads both in B2C and B2B marketing, this should be a must-do in 2019. After all, human to human communication is where you as a brand should be looking to add real value.