These days, an email is simply not enough. Between the mass amounts of spam, newsletters, and weekly updates from the sites you were forced to make an account on, it’s hard to feel like these companies are really catering to you specifically or whether you are just another name on their list.
This sentiment has carried through, as consumers are increasingly willing to directly interact with the brands they enjoy. And what’s more direct than through a text? Messaging apps such as WhatsApp have increased in popularity, enabling companies to personally engage with their customers. Such apps have expanded marketing in the digital age, as companies can create campaigns where they instantly reach users.
[clickToTweet tweet=”Marketers are starting to take notice and brand in a unique and interactive way.” quote=”With this direct link, marketers are starting to take notice and brand in a unique and interactive way.”]
A creative approach
In an effort to reach a younger demographic, Clark’s used Whatsapp to live chat with customers about their new Desert Boot. The entire campaign was crafted as an experience complete with characters, history and journeys to other time periods and settings. Clark’s targeted millennials by engaging them with their product, which is a more effective approach than one-sided marketing.
Some companies use WhatsApp for educational purposes while selling their products.
For instance, Hellman’s Mayo launched a campaign where consumers can send a photo of what’s in their fridge and receive recipe ideas from chefs. BBC used the app as a way to communicate about health crises in Africa. Many news sources can benefit from the messenger app, which gives them the opportunity to answer questions in real time.
Many of the marketing trends we predicted for 2017 revolved around the consumer.
[clickToTweet tweet=”Customers prefer being treated like individuals, and messaging is the ideal platform for that.” quote=”Campaigns need to treat customers like individuals, and messaging is the ideal platform to do so.”]
The British lingerie company, Agent Provocateur, has found a way to engage couples in a personal shopping experience. Their three-way conversations involve a personal shopper that will offer suggestions based on personality traits. Online retailer Buyagift informs their customers of deals via text, opening the door for immediate response.
WhatsApp teeters on the line of invasive and engaging, but it all depends on your target audience. With consumers demanding a unique experience, it is essential that marketing campaigns incorporate instant communication and a personal touch.