The applications for instant messaging or instant messaging apps provide ample ground for exploration from the point of view of digital available cell phone numbers canada Despite its undeniable penetration among users and a usage that has skyrocketed as a result of the quarantine caused by COVID-19 , many brands are still looking for the approach with which to approach communication on this channel.Instant messaging apps, a channel that reinvents itself with the crisisInstant messaging apps form a very dynamic ecosystem that stands out for the huge volume of users who handle them and for the high retention and use rate compared to other types of applications. According to the report The Messaging Apps Report by Business Insider , already in 2015 the monthly number of active users of the four most popular instant messaging apps exceeded that of the four main social networks. Currently, globally, the podium of instant messaging applications is occupied by WhatsApp (2 billion monthly users), Facebook Messenger (1.3 billion) and China’s WeChat ( 1.15 million), according to Statista data .
Statistic: Most popular global mobile messenger apps as of October 2019, based on number of monthly active users (in millions) | Statista
As has happened with the consumption of audiovisual content , according to Statista , the quarantine has given a new impetus to instant messaging apps and 45% of users have used them more to bridge the imposed physical distancing. In response to this new demand, these apps have adapted to the new situation . For example, WhatsApp limited the mass dissemination of messages to quell misinformation around COVID-19 and Facebook launched Messenger Rooms to boost group video calls. What opportunities do instant messaging apps offer to brands?
It is possible to apply different strategies in the effective management of this channel:. Instant messaging apps as a way of customer service
Many brands enable customer service channels through these applications. Users generally target brands for two reasons: To make questions fast about the product or service : delivery, physical characteristics, information on the conditions of service or a promotion …, among others.
To request something from the company, such as an exchange or refund, or report an incident.
For this reason, the main instant messaging apps have functionalities that gulf email list facilitate this interaction. An example of this is WhatsApp , where companies can create their own profile through the WhatsApp Business API , which also makes it possible to program bots incorporating the most frequent questions from users to save time and offer an agile response. In this sense, for many retailers it is to be expected that instant messaging apps will increase their relevance in the lack of refinement , since the decision to return to physical stores will be more thoughtful than in the past and the user will seek information in advance. In fact, in countries like Spain, the first phases of de-escalation require a prior appointment to access the establishments, a task in which these applications can make a difference.
he use of instant messaging apps has increased during confinement
2. Breakthrough advertising formats and in continuous evolution
The advertising through instant messaging applications has a long history in the Chinese application WeChat and is increasingly established in the rest. According to a Facebook study , already 44% of American millennials feel comfortable receiving promotions and offers on their Facebook Messenger appn addition, these applications do not stop innovating in terms of the ad formats they offer , making more and more creative options available to brands. Snapchat is a clear example of this : while in 2019 it launched its Dynamic Ads successfully, its revenue from Story Ads doubled in one year and, in the case of Commercials, they even tripled.. Instant messaging in B2B marketing environments
Some B2C retailers have used these apps as tools for loyalty and dynamization of online communities around the brand. This strategy can also be applied in B2B environments by creating private groups for professionals . In this sense, an international survey by Microsoft highlighted the prominent preference for messaging in the workplace by generation Z and millennials, a fact that reinforces the role that these types of apps can play in B2B marketingPreferred forms of communication in the workplace
Preferred forms of communication in the workplace
With traditional trade fairs parked and close physical contacts restricted for a time, B2B brands can rely on instant messaging applications to stay in the orbit of their target audience and communicate their expertise in a direct and accessible way . Instant messaging apps, keys in postcovid-19 digital marketing
In businesses, instant messaging apps are often located in an area with blurred boundaries between digital marketing, sales, and customer service teams . Regardless of the type of strategy chosen for its management, it is a channel that will emerge stronger from the coronavirus crisis and that raises interesting communication possibilities that brands should consider in their digital marketing strategy.