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Introduction to messenger marketing

By October 29, 2021No Comments

What Messenger Marketing Is?

Messenger Marketing is the marketing process for your customers using a messaging app.

You can create a list by attracting new leads, nurturing them with content and answering their questions, and finally converting them into new paying customers.

Conceptually, it’s much like email marketing. In practice, however, Messenger Marketing works a lot different from email. It’s much more conversational — people looking for a conversation with Messenger Marketing that feels 1 – 1, where emails from most companies are impersonal and dull In contrast to email (where open and click-through rates continue to decline year after year), Messenger Marketing is growing.

Some reasons for it are:

High Engagement Rates

A 2016 report from Statista compared the open and click-through rates for different types of emails. Their research found the average email open rates were 5.9%-18.8%, and the average click-through rates were 0.4%-2.1%.

Compare that to Messenger Marketing—where marketers are currently seeing open rates of 80% or more and click-through rates greater than 30%—and you’ll start to get an idea of the potential of this new marketing medium.

People are more likely to open a message app than they do with an email. And this is good news for every company that hopes to engage its leads and prospects online.

Messenger Apps Have Less Friction Than Email

One of the great things about messenger applications is that they offer very little friction to a seamless user experience.

By comparison, think of all the friction from email:

First of all, a look at your inbox is probably enough to be anxious. If you are like most people, your box contains some unread messages from a few tens to several thousand. It is painful to see all these ” open loops, ” especially if you know that it could take hours to sort and organize all these unread messages.

Scary?

Secondly, email is constantly threatened by spam and viruses. Every day we are flooded with unwanted emails and we all know someone who has accidentally downloaded a virus from an innocent email. The confidence factor in email marketing is therefore continuing to decline.

Finally, think about how much more work to open, read and engage with an email. Emails tend to have a lot of text and may or may not be correctly formatted for your device, depending on the email and device you use.

Have you ever attempted to read an email on your phone that is not mobile optimized?

It’s painful… and big firms like FedEx make this mistake. The text is not only likely to be small, but in some cases you have to scroll back and forth if the text is not wrapped.

Messaging applications have none of these integrated friction. They are safe places and familiar to us. Using them is comfortable. The messages we receive in messenger apps are usually short and easy to read and they are formatted to look great automatically.

Speaking of which…

Messenger Apps Are More Marketer-Friendly Than SMS

All right, so e – mail as a marketing channel keeps getting saturated more and more. However, why not turn to SMS marketing instead of messenger applications?

Because SMS is decidedly not marketer-friendly.

If you’ve ever subscribed to an SMS list, you know that SMS messaging is very bare-bones. Your options for inserting images or videos are limited. You can’t hyperlink text, which means any URLs you include are going to be long and ugly. And you can’t include buttons or other customized calls-to-action.

To put it straight, SMS marketing is ugly.

And it can be expensive to top it off. Particularly if you have users who can pay up to 10 cents per message.

This is why SMS marketing has never really started and why Messenger Marketing offers marketers a much better opportunity.

Messenger Apps Are More Personal

Another big thing about messaging apps is that they are much more personal and interactive than traditional advertising.

Approximately every other traditional advertising channel— TV, direct mail, email, print, radio, etc. — is one way. The company communicates AT to you, and you can’t do much to personalize it.

But Messenger Marketing changes it.

Chatbot marketing allows you to easily customize the messages you receive based on the links you click as you progress through the message flow. And you can always type a message to the company at any time and receive a personal answer from a live customer service representative.

This makes communication on messaging apps more personal. It’s a two-way road, just like communication should be. And most importantly, this is the kind of communication people are growing to expect from the companies they do business with.

Messenger Apps Are Growing Rapidly

The most commonly used app is a messaging app in just about every country in the world. Everybody uses them. And that’s been the case for some time. Messaging apps in early 2015 outperformed social networks in terms of active monthly users:

The specific app that people use now varies from country to country — Facebook Messenger is the most widely used app in North America, while WhatsApp (also owned by Facebook) is the supreme app in Europe. In China, WeChat is the winner. However, regardless of the specific app, it is clear that messengers are the choice channel for people worldwide when they communicate with friends and family.

Why Facebook Messenger?
Why should you focus on Facebook Messenger as your go- to app for Messenger Marketing with all the messaging apps out there?

There are many reasons.

First of all, if you live in the U.S. or Canada, Facebook Messenger is the clear winner in terms of users. With over 1.3 billion active users each month, Facebook Messenger has an enormous reach.

Secondly, Facebook tested and expanded the capabilities of its Messenger application precisely for this purpose. Thus, unlike WhatsApp, which is still a pretty limited app (more like SMS), Messenger offers the ability to build automated chatbots with images, videos, galleries, call – to – action buttons and more, making it the app of choice for marketers and business owners who want to grow their business with messaging.

Conclusion

In a business world, where things keeps changing, the only way to keep up with the market is constant adoption to changes.

You should jump-start messager marketing for your business to maintain your pace with the competition.

If you are like us and prefer to save money on trial and error by working with a marketing partner to manage of your messenger marketing, you can book your DISCOVERY CALL with one of our strategists here: https://salesgenomics.co.uk/booking-page/

References:

https://blog.manychat.com/ultimate-guide-messenger-marketing-and-facebook-chatbots/

P.S. We are recognized as a top Paid Media & Pay Per Click Company on DesignRush

C2M (Consumer-To-Manufacturing). That’s the name of the business model that’s been revolutionizing the e-commerce stage in China the last few years by prioritizing consumers’ needs. ​

This new, disruptive business model connects manufacturers and consumers via different platforms to produce customized products at lower prices. ​ ​

Compared to traditional B2C or D2C models, the biggest difference is that in C2M, product design and demand are driven by consumers rather than by brands and manufacturers.​

All thanks to the power of AI-driven data analytics. Thanks to AI, online retailers, consumer brands, and AI companies are now making mass customization possible for buyers in China.​

Platforms such as Pinduoduo, with 536.3 million active buyers and 7 billion products sold in the first half of 2019, are the best examples of what’s sometimes called the “fourth technology revolution” (the first three being steam engine, electricity, and automation).​

How Does C2M Work?​

Probably the biggest benefit of the C2M model is that it produces on demand. Unlike traditional B2C or D2C, the user places an order first, and then the factory produces the item. This eliminates potential inventory problems. ​

How do products get customized? ​

In C2M, a manufacturer uses large amounts of social media data and consumer digital activity (e.g. from website and app cookies) to precisely identify consumer desires and needs. Based on those insights, manufacturers tailor new product design and production quantity.​

C2M vs Standard Product Customization​

C2M is distinct from typical product customization, where, for example, a consumer can specify a unique color, length, or trim of a garment. ​ ​

In C2M, big data is responsible for identifying and capturing clients’ preferences. ​ ​

This means that the same product design is manufactured in repeatable batches, but is now catered to a much narrower niche. ​

In this way, C2M manufacturers can keep prices and margins higher and produce products more quickly to capture a demand that might only be temporary. ​

This is important, because in the standard product design process, it typically takes more than 18 months to develop a new product. ​

How Does Data Get Collected?

Top Chinese marketplaces like tmall.com, jd.com and Pinduoduo have vast quantities of customer data. ​

They know who their avatars are, where they live, what they buy, where and how they travel, brands they like, and so on. ​

Manufacturers get access to this data by participating in innovation programs that enable them to deliver C2M processes and products.​

The Advantages Of C2M​

The C2M model streamlines the functioning of all intermediate links, such as inventory, logistics, general sales, and distribution. As a result, unnecessary costs are reduced or removed. And consequently, users can buy good quality products at super low prices.​

For manufacturers, the switch to C2M will also benefit them in the long run.​

On one hand, it makes them more flexible in crises by pivoting online and selling directly to users. On the other hand, factories can also save an average of 20-30% in production costs. Therefore CPA also goes down.​

Youth Are Taking the Scene ​

C2M has gained momentum over the last two years due to two significant shifts. ​

First, customization options for consumers were previously costly and limited to luxury product categories. ​ ​

Second, the younger generation that typically celebrates their individuality wants more personalized products to meet more sophisticated demands. This has largely accelerated the rise of C2M, which from this point onward can only grow. With that said, the future of e-commerce seems to be really interesting.