Five Insights on Conversational Marketing
How to speak to your audience.
I came across a really interesting report from a company called App Annie. They’re a business insight company who provide analytic services and market insights to app developers.
Now, I know you’re probably thinking… app developers?! What’s that got to do with me sitting here trying to spruce up my mobile marketing?
Bear with me – it does relate to you and your business, in a round-about but very important way.
You can get a copy of the report. ubisend isn’t affiliated in any way, we just like to share good content when we see it.
Before we dig in, a bit of critical analysis:
- The report is based on US consumers, so behaviour may differ slightly for your target market, and
- the research is split into three age groups: 13-24, 25-44, 45+. The splits are wide, be wary if your segmentation is more precise.
If you’re still here let’s see what we can learn.
Insight one
Younger users (13-24) are using messaging applications (FB Messenger, WhatsApp, WeChat etc) more frequently than email.
What this means for your business
Take some time to think whether you’re using the correct communication channel to engage your audience. Is slogging away trying to get an extra 0.5% on your email open rate the right use of your time? Is your audience desperate to talk with you via Facebook Messenger or WeChat? Messaging applications, social networks or something completely different might be what your younger audience want to use to communicate.
Make the move and benchmark the success of your messaging efforts on the results you used to have with email. Which one wins?
Insight two
That same younger audience think, move and react fast. They seem to dip in and out and make frequent, short visits, to applications.
What this means for your business
When communicating with a younger audience via messaging applications don’t send them War and Peace. Be succinct and refer them to more information with a link to a website.
Make sure they ALL understand your message, but for those that are willing to engage further, send them off to read more.
You have less time to make an impact with this audience but over time they will have a greater exposure to your business.
Insight three
25-44 year olds are tech-savvy and have spending power. The report shows they are increasing their use of retail applications and they’re not afraid to purchase using their mobile device.
What this means for your business
As long as the third-party messaging service allows you to send direct prompts to purchase (FYI as of May 2016, FB Messenger does not… you have been warned!) don’t be afraid to link this age group to direct e-commerce experiences.
Any good marketer will do plenty of pre-selling before going for the conversion – but we’re sure you’ve got that covered… If not here’s a clue…
Sell the benefits, not the service. Get them curious and excited about the idea of using your product. Use your messaging to persuade, let your sales page do the actual selling.
Insight four
The 45+ age range visit messaging applications least frequent of all, but spend the longest amount of time inside them.
What this means for your business
Expect a much lower adoption rate for this age of customers when communicating with you via third-party messaging applications.
This age range are the least app-friendly. They’re learning, not habitually using. Don’t dazzle them with amazing stickers, emoticons or anything else that my teenage niece would love. Equally, when linking them to web applications be wary of UX and content. You know the score… streamlined and effective.
On the plus side it does seem these lot enjoy a good read, they spend time in applications learning and understanding. A savvy marketer might want to take a more inbound-orientated, content marketing approach to this age range. A well placed link to some well researched, informative content might go down well… just don’t expect them to share it on Twitter once they’ve read it!
Insight five
This insight is cheating a little – it doesn’t come from the report, only my personal thoughts after reading it…
As smartphone diffusion and messaging applications continue to grow among all age groups (but particularly the 45+), many users will be first-timers.
What this means for your business
If you’re planning to use these new technologies you need to be open, flexible and ready to learn best practises as they’re researched.
Right now, in May 2016…
No one on the planet knows the best way to deliver a content marketing strategy via FB Messenger.
No one knows how best to keep your blog subscribers up-to-date via WhatsApp.
Few companies have enough data to confidently say how best to sell a product via WeChat messaging.
Thankfully you’ve found the best place to stay up-to-date, as the metrics we gather from our platform and the research we do is top notch (even if we do say so ourselves…).
For now
But in the meantime, all we can do is to be ready for the shift that’s coming…
Technology has shrunk and gone mobile, consumers’ demand for content has grown, screens are getting smaller and more redundant. All those beautiful mobile websites and phone apps will be made superfluous. Soon we’ll be communicating with brands and business in natural spoken or written language from our phones or wearables on our wrists.
Why would anyone visit a website or open an app to find a shop opening time or product availability when they can just ask them directly?
What about you?
Have you explored mobile messaging yet? Do you think your business would benefit from it?
