A Richer Customer Experience: The New Frontier of Mobile Messaging
)
The landscape of customer communication is undergoing a profound transformation, and at the heart of this evolution is the rise of rich messaging channels. Rew Golding, Senior Director of Product and Product Marketing at Upland Software, took centre stage at the recent Technology for Marketing session to delve into the intricacies of this fascinating shift. The session underscored the paradigm shift from mere automated and personalised messages towards a more immersive and engaging experience for customers.
🎙Listen to the Full Session:
Key Takeaways:
1. The Evolution of SMS as a Marketing Tool
Rew Golding commenced the session by providing a succinct overview of the historical trajectory of Short Message Service (SMS). From its humble beginnings, SMS has evolved into a powerful marketing tool, witnessing an impressive 50% increase in adoption by businesses in the past year alone. Currently, 86% of businesses utilise SMS for marketing purposes.
2. The Rise of Rich Messaging Channels
The discussion swiftly pivoted towards the emergence of richer audience engagement facilitated by messaging applications like WhatsApp, Messenger, and RCS (Rich Communication Services). Golding emphasised that consumer expectations have evolved beyond mere automated responses, with an increasing desire to 'chat' rather than just 'talk' to brands.
3. WhatsApp's Dominance in the Messaging Arena
Golding shed light on WhatsApp's unparalleled adoption rate in the UK, standing at an impressive 100%. This global messaging giant has successfully penetrated various markets, demonstrating the universal appeal of its platform. Insightful comparisons between WhatsApp and RCS adoption rates across different countries provided a comprehensive understanding of the global messaging landscape.
4. Messaging Apps as Utilities
A noteworthy observation from Golding was the transformation of messaging apps into utilities. The assertion that WhatsApp aims to replace traditional apps by offering a more integrated experience within the Meta ecosystem hints at the platform's ambitious vision for the future.
5. Unlocking the Potential of WhatsApp for Brands
Rew Golding elucidated the myriad opportunities that messaging apps, particularly WhatsApp, present for brands. Beyond marketing, these platforms can be utilised for customer service, surveys, and transactional messages. The potential for brands to engage customers in a multifaceted manner on WhatsApp was exemplified through real-world use cases.
6. Audience Queries: WhatsApp Penetration and Customer Expectations
The session concluded with an engaging Q&A session. The audience's queries spanned topics such as WhatsApp penetration in diverse countries and the nuanced challenge of managing customer expectations, especially concerning responses outside regular business hours.
Conclusion:
In the realm of customer engagement, rich messaging channels are proving to be the catalyst for a more profound and meaningful interaction between brands and consumers. Rew Golding's insightful session underscored the imperative for businesses to adapt to this evolving landscape, where the integration of personalisation, automation, and AI is no longer an option but a necessity. As rich messaging channels grow by 17% year-over-year, brands must embrace this new frontier to forge deeper connections, foster loyalty, and unlock greater returns on investment. The era of 'chatting' with brands has dawned, and those who embrace this shift stand poised to deliver a richer customer experience.
Latest News
-
)
In this interview, Luka Matutinovic discusses how LELO is staying ahead of industry trends with a focus on innovation and consumer-driven strategies. He reflects on his career journey and the key insi ... -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Meet Carolyn Tang Kmet, a seasoned expert in eCommerce and digital marketing turned educator at Northwestern University, as she shares insights on personalisation, data-driven marketing, and building ... -
)
Exhibiting at this year’s eCommerce Expo and Technology for Marketing was Greg Landon, Head of Marketing at lead conversion platform Leadoo, who we sat down with to discuss the most exciting trends he ... -
)
Sam Heaton, CEO and Co-founder of direct mail platform Stannp.com to find out what valuable insights he gained from the shows and the major challenges eCommerce retailers will face ahead of peak shopp ... -
)
Tjeerd Brenninkmeijer, Executive Vice President EMEA and Brand & Communications at eCommerce experience platform Bloomreach runs us through the best piece of advice he’d give newcomers in the industry ... -
)
Ben Barnes, Director at search marketing agency Neural Edge discusses the top challenges online retailers face today and the hottest things taking place in eCommerce and marketing right now. -
)
It sounds so simple, but the biggest reason most B2B companies don’t see results from their marketing efforts is that they aren’t working to a clear strategy with objectives, the right budget, and a s ... -
)
Meet Zaria Parvez, the mastermind behind Duolingo's viral social media success, who grew their TikTok from 50K to over 11M followers. Discover how she transformed Duolingo into a social-first brand, c ... -
)
Integrating AI into Your Marketing the Smarter Way -
)
Meet Jamie Crummie, co-founder of Too Good to Go, the app tackling food waste and now serving over 100 million users globally. In this interview, Jamie shares his journey, challenges, and vision for a ...
)
)
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
)
)
)
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
.svg){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
){kind=logo}
