With great power comes great opportunity. But up to now, marketers have tended to forget about the messaging powerhouse that is lying underused in Facebook’s back pocket.
That’s all set to change as trends indicate messaging has become THE preferred platform for customer service, eclipsing Twitter, Facebook et al – you know, all the usual suspects.
So if customers prefer to communicate with brands via WhatsApp, how can digital marketing capitalise on this?
Well, handily enough Facebook (who owns WhatsApp) finally realised the platform’s potential for brands and released the WhatsApp Business app (for small businesses) and is currently rolling out the WhatsApp Business API for larger brands this year.
For customers, it means they can have a one-on-one communication with a brand that feels personal and immediate – no longer having to email (too formal), no more calling on a phone then waiting on hold listening to an endless loop of Coldplay. And because WhatsApp delivers a direct, encrypted message, you can share things like account details and delivery addresses that you wouldn’t be able to voice on a public social media platform.
Doesn’t take a genius to see why all that is a far preferable customer experience than the alternatives.