Ever think why Facebook would spend 19 billion to buy Whatsapp? And how about the effort making its messenger apps to have payment function? By reading this Adage article, I found the trends and reasons.
According to the F8 conference, Facebook’s Messenger app has 600 million users, growing 50% last year, faster than its main app. And to think about all the other popular messenger app like Whatsapp and Wechat, there are approximately 3 billion accounts out there. The reason that Facebook bought Whatsapp may be because of the users that it generated. But according to this article, it is also because brands are dipping their toes into the messaging world to nurture a closer relationship with customers.
Think about when customers need to change a reservation, pay a phone bills, they need to either open the browser and pick up the phone. If all this can be done via the messaging apps, it would save a lot of troubles. Brands have been thinking to more effectively communicate with customers through advertising and apps, the next step might be entering a more intimate space—messaging.
This article also gave 5 strategies for brands to enter the messaging era:
1. Tailor interaction to context—Integrating customers’ needs and wants with the right message and the right timing.
2. Exist across marketing, sales and service—This service should be offered to the customers for their entire journey with the company and the company should deliver cohesive experience across departments.
3. Leverage human-assisted artificial intelligence—Customers will disconnect if they cannot get response for a long time. Using AI would be helpful, but some issues such as complaints and payment should better be handled by real human.
4.Extend engagement through personalized content—Got to be careful to not being perceived as annoyed or robotic.
5. Bring messaging functionality to many touchpoints (platforms)
Questions to consider：
I personally like the chat feature some company offers. Time Warner Cable’s chatting service is much better than its phone services, for some cases. Can you see this trend is fostering? What might be some problems you foresee? What kind of services you would like to use messaging to obtain?