WhatsApp marketing - Emergence of new media provides new opportunities for marketing

01/05/2023Copyright 2016 | Dinesh Babu Pugalenthi | www.dineshbabu.asia 1

WHATSAPP MARKETING

EMERGENCE OF NEW MEDIA PROVIDES NEW OPPORTUNITIES FOR MARKETING

The power of B2C


ABOUT MEA DIGITAL MARKETING STRATEGIST AND IN-BOUND MARKETING SPECIALIST WITH OVER 6 YEARS OF EXPERIENCE WORKING ACROSS A WIDE VARIETY OF INDUSTRIES WITH A SEARCH MARKETING, BRANDING, DIGITAL ANALYTICS AND SOCIAL MEDIA MARKETING BACKGROUND. I LOVE HELPING BUSINESSES GROW AND EXPAND. I ENJOY NETWORKING, MEETING NEW PEOPLE AND CONNECTING THEM WITH EACH OTHER.


WHY WHATSAPP MARKETING ?• IN THE ERA OF HIGH SPEED DATA NETWORK SUCH AS 4G, PEOPLE

USE MOBILE INSTANT MESSAGING TO COMMUNICATE WITH OTHERS IN EVERY-DAY LIFE.• CELL PHONE OWNERSHIP INCREASED DRAMATICALLY• MOBILE DEVICES PROVIDE HIGHER FLEXIBILITY IN SPACE AND TIME• EASIEST & QUICKEST WAY OF COMMUNICATION• USERS ARE SHARING MORE THAN 700 MILLION PHOTOS AND 100 MILLION

VIDEOS EVERY SINGLE DAY• WHATSAPP HAS PLAYED A BIG PART IN GETTING USERS TO BUY DATA PLANS

AND CHANGE THEIR BEHAVIOUR FROM USING SMS TO INTERNET-BASED MESSAGING.


WHAT MESSAGE YOU CHOOSE ?EVERY WHATSAPP USER CAN HAVE THREE OPTIONS TO SEND IMAGE, SHORT VIDEO, AUDIO OR TEXT MESSAGES:• PERSONAL: HIGHLY TIME-CONSUMING FOR BRANDS AND THUS NOT OVERLY

SCALABLE. HOWEVER, IF YOU HAVE THE RESOURCES, IT CAN BE EFFECTIVE FOR PERSONAL SELLING OR CUSTOMER SERVICE.

• GROUP CHAT: ALL MESSAGES ARE SHARED TO ALL GROUP MEMBERS INCLUDING THE FULL LIST OF PARTICIPANTS. AS EACH CAN SEE THE OTHER’S REPLIES, IT IS NOT HIGHLY USED FOR MARKETING PURPOSES, ALTHOUGH SOME COMPANIES HAVE HAD SUCCESS AS A DIGITAL FOCUS GROUP TOOL.

• BROADCAST LISTS: YOU SEND THE SAME MESSAGE TO EVERYONE, BUT EACH LIST MEMBER DOES NOT SEE IF SOMEONE ELSE GOT THE SAME MESSAGE OR ANY REPLIES. THIS IS THE MOST COMMON SCALABLE MARKETING USE CASE.


HOW CAN I USE WHATSAPP FOR BUSINESS?

• 1) USING WHATSAPP FOR INTERNAL TEAM COMMUNICATION

• 2) USING WHATSAPP FOR CUSTOMER COMMUNICATION

• 3) USING WHATSAPP FOR CUSTOMER SUPPORT

• 4) USING WHATSAPP FOR MARKETING & PROMOTION

• 5) USING WHATSAPP FOR BUSINESS OPERATIONS


USING WHATSAPP FOR INTERNAL TEAM COMMUNICATIONMANY COMPANIES HAVE ALREADY

USED WHATSAPP AS AN IMPORTANT TOOL TO SUPPORT EMPLOYEE MANAGEMENT. THEY

CREATE A GROUP IN WHICH EXCHANGING ALL INFORMATION

(MESSAGES, PHOTOS AND VIDEOS) WITH COLLEAGUES CAN BE DONE,

SAVING A GREAT AMOUNT OF TIME. WELL, IT IS CERTAINLY A GREAT EVOLUTION, BUT WHEN THE COMPANY’S STRUCTURE IS

MORE COMPLEX WHATSAPP ALONE WON’T BE ENOUGH TO

ACCOMPLISH THE GOAL.


USING WHATSAPP FOR CUSTOMER COMMUNICATION

BUSINESS TODAY IMPLEMENTING WHATSAPP INSTEAD OF DIRECT PHONE CALLS AND FOUND A POSITIVE RESPONSE

( AROUND 40% MORE ). NO ONE APPRECIATES PHONE CALLS FROM UNKNOWN NUMBERS BUT WE ARE MORE

LIKELY TO RESPOND TO PERSONAL MESSAGES. WHEN WE START USING WHATSAPP FOR CUSTOMER

COMMUNICATION, WE NOTICED BETTER RESPONSE AND ENGAGEMENT.

FOR EXAMPLE, YOU HAVE SENT A QUOTATION TO YOUR POTENTIAL CUSTOMER BUT HAVEN’T HEARD FROM HIM,

WHAT DO YOU DO? YOU EITHER CALL HIM OR SEND A FOLLOW-UP MAIL USING FORMAL LANGUAGE. INSTEAD OF

DOING THIS, IF YOU JUST SEND A SHORT MESSAGE ON WHATSAPP ASKING ABOUT THE STATUS, YOU MIGHT GET A

QUICK RESPONSE.I’VE STARTED SEEING MORE AND MORE SMALL BUSINESSES

USING WHATSAPP TO ANNOUNCE NEW OFFERS OR SEND FESTIVAL WISHES TO THEIR CUSTOMERS.


USING WHATSAPP FOR CUSTOMER SUPPORTCUSTOMER SATISFACTION IS ONE OF THE KEY

POINT FOR ANY COMPANY FOR REFERRAL SALES. BUSINESSES HAVE DEDICATED WHATSAPP

NUMBERS WHERE USERS CAN MESSAGE TO GET ANSWERS TO THEIR QUERIES. YOUR CUSTOMERS

WOULD ALWAYS PREFER TO SEND YOU A MESSAGE OVER WHATSAPP RATHER THAN CALLING A HELPDESK NUMBER OR RAISING A TICKET.


USING WHATSAPP FOR MARKETING & PROMOTION

• WHATSAPP CAN BE USED TO SEND BRAND IMAGES, AUDIO FILES, SHORT VIDEO CLIPS OF YOUR PRODUCTS AND TEXT MESSAGES USERS ACROSS THE WORLD. UNLIKE SMS OR EMAIL, THERE ARE LESS RESTRICTION ON THE FORMAT AND DELIVERY CHANCES ARE HIGHER.

• THIS DOESN’T MEAN THAT YOU SHOULD SPAM YOUR CUSTOMERS WITH WHATSAPP MESSAGES. IDEALLY YOU SHOULD USE WHATSAPP TO CONNECT WITH EXISTING LOYAL CUSTOMERS RATHER THAN TRYING TO REACH NEW USERS.

CREATIVITY HELPS YOU TO GET GOOD RESPONSEFOR EXAMPLE, COLGATE INVITED PEOPLE TO SEND SELFIES OF THEIR SMILE VIA WHATSAPP, TO A PHONE NUMBER DISPLAYED ON THE TOOTHPASTE PACK.


USING WHATSAPP FOR BUSINESS OPERATIONSWHATSAPP BECOME AN INTEGRAL PART OF BUSINESS PROCESS. MANY LOCAL BUSINESSES HAVE BUILT THEIR OPERATION STRATEGY USING WHATSAPP AS A COMMUNICATION PLATFORM AND MOST PEOPLE ACHIEVED SUCCESS IN A COST EFFECTIVE MANNER. LETS LOOK AT FEW OF THE BUSINESS.FOOD ORDERING USING WHATSAPPLOT OF LOCAL RESTAURANTS ARE NOW OFFERING THEIR USERS AN OPTION TO ORDER FOOD USING A WHATSAPP MESSAGE.

MEDICAL CONSULTATIONFAMILY DOCTORS HAVE NOW STARTED OFFERING CONSULTATION ON WHATSAPP. OF COURSE, IT CAN’T REPLACE AN IN-PERSON VISIT BUT YOU CAN ALWAYS TEXT YOUR DOCTOR AND ASK ABOUT COMMON MEDICAL QUERIES.


WHATSAPP IS CHANGING THE WAY BUSINESSES WORK


RECENT WHATSAPP CAMPAIGNS

• THE DELHI POLICE LAST YEAR LAUNCHED A DEDICATED HELPLINE POWERED BY WHATSAPP: 9910641064. ON THE LAUNCH DAY, THEY RECEIVED MORE THAN 23,000 MESSAGES AND COMPLAINTS VIA ON THIS NUMBER.

• THE GUJARAT STATE ROAD TRANSPORT CORPORATION (GSRTC) IS PROVIDING VOLVO BUS HELPLINE SERVICE THROUGH WHATSAPP. THE SERVICE IS AVAILABLE FOR COMPLAINTS AND SUGGESTIONS FROM VOLVO BUS PASSENGERS AND INFORMATION RELATED TO THE BUSES (91 992 546 6996).

WhatsApp marketing - Emergence of new media provides new opportunities for marketing

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