So what exactly is Messenger Marketing and what’s the big fuss about it?
At first glance, this could might look like just a fancy tool that helps to give automated replies. Sounds like the familiar call sequence when we try to contact an Internet Service Provider or a bank, right?
“To speak to a representative press 5”
Well … Yes and no. Yes, because the format is similar, but no, because it brings way more to the table.
A New Internet?
Social media created an arena for people to broadcast themselves and interact on a massive scale.
This was Web 2.0 – user generated content. Everyone participated. And businesses loved that; because where there are people, there are buyers. The exponential growth of social media saw the rise of giants like Facebook, with millions of advertisers vying for spots on users’ news feeds.
But marketers began to understand that to ultimately sell something well, things had to be personal. Advertising had to be targeted. We began creating Lookalike audiences and focusing our efforts to get laser-targeted campaigns while optimizing our campaign budgets.
But now we are left with the age-old question – What’s next?
Web 3.0 will be an Internet that is conversational. It is no longer about having campaigns on a large scale, but instead about tailored one-on-one communication but on a massive scale.
Chatbots may give the impression that things are impersonal and automated, but that completely depends on how things are executed. Messenger marketing technology is advancing by leaps and bounds because of all the investment that is going into the industry. With tech startups and industry giants scrambling to get on this new wave of advertising, the technology that can be leveraged is revolutionary.
Chatbots, combined with Artificial Intelligence, can sense the intent in language, and select the perfect message sequence that addresses a pain point, helps the customer, and markets the perfect offer. This is the power of messenger marketing – customer support, marketing and data analytics. All in one tool.
There is a reason why message campaigns can see open and Click Through Rates that crush the numbers we see in email marketing.
Because it’s no longer about audiences.
It’s direct. It’s human. It’s personal.
The Numbers Game
Just like how everyone is on Facebook, everyone is on at least one messenger platform, with a few platforms dominating the scene – Facebook Messenger, WhatsApp and Telegram worldwide, and WeChat in Asia.
And if we look closer, a few trends start to become more apparent. With the sheer number of interactions on these platforms, the tech giants that host these platforms are starting to move payment instruments onboard. They are recognizing the power of messenger platforms not just as a tool for communication, but as a means of commerce.
China is quite a bit ahead of the curve in this aspect of mobile payments, with AliPay and WeChat Pay seeing mass adoption in the everyday lives of almost every citizen.
Even beggars are collecting money using these instruments!
While Facebook is releasing its version of Messenger payments – Libra, they have yet to match the sheer volume of mobile payments in China.
Those familiar with funnels would see the connection here – chatbots create an interactive funnel.
A funnel is a series of pages on a website that direct you to the next step. Unlike a common website with all sorts of buttons and menus, a funnel has only a few clear Call-To-Actions that bring you to the next page along the funnel. It makes things simple, and directs visitors naturally to your goal – the purchase.
A chatbot can literally replicate this, sending responsive messages as shown based on the user’s choices.
“I saw that you were interested in Product A. Would you like to try it out?”
– link to sales page
[Visitor clicks to your sales page]
“Thanks for your order! Your order should arrive in the next 3 days. In the meantime, we have a Facebook group so do join the community if you’re interested in learning more about xxx!”
In fact, recent advances in the messenger marketing space has even allowed purchases and payment to be made directly from within the chat window. This means you can literally run your entire sales process on an interactive chat platform. We still recommend that you have a website and a proper sales funnel, but having an additional sales channel is definitely powerful.
What This Means For Us
While some may see this as a threat to email marketing and other forms of marketing, I believe that this presents us with another tool that has the potential for unprecedented growth. Email marketing will survive, as it has for decades, but Messenger marketing will be another frontier for us to establish an omni-channel presence. And before the market settles in a new equilibrium, it is time for us to claim our spot.
Messenger Marketing is complex. But as a registered Agency Partner with Manychat, we can give you special access and direct support. Just hit the link and arrange a free strategy appointment with us.