Messaging apps have never been as significant as they are today. With the likes of Facebook Messenger, WhatsApp, Skype, Google Duo and Viber allowing us to converse with each other anytime, anywhere. As mobile users we now spend more time on mobile messaging apps than any other type of mobile app, and have many options available to feed our appetite for instant communication.
What makes messaging apps so significant is the impact that they’re having on consumer habits and expectations. As well as messaging friends and family we’re also becoming increasingly accustomed to messaging our favourite brands and retailers too. We’re a switched-on consumption driven society permanently looking for new ways to interact with businesses (and vice-versa) with mobile apps, to get what we want easier and quicker. However for mobile app marketing to be considered a success, it’s vital that all businesses establish that final connection with consumers in order to achieve a solid ROI.
63% of consumers want all businesses to be available and contactable via messaging applications
Consumers today crave better communication with businesses, as the 2016 Mobile Messaging Report suggests. This recent study has shown that 63.9% of consumers want all businesses to be available and contactable via messaging applications. Making sure tasks such as checking stock on a pair of shoes, scheduling a food delivery or arranging a meeting with an estate agent is quick and seamless.
Although the benefits are great for consumers, essentially the real benefits will be experienced by businesses who decide to adopt the technology. Here’s why you should take note:
The same report as above shows the extent of how in demand businesses really are from a consumer perspective. Did you know that 51.6% of consumers believe a business should respond to them 24 hours a day, 7 days a week? Although it’s unrealistic that every business will have the employee capacity to respond to queries 24/7, it’s possible to have someone present during the busiest times of the working day (which you can determine through your app’s analytics). For times when employees aren’t available, messages can be left and acted upon when the next available employee is free.
No matter the industry focus of your business you’ll undoubtedly face competition, and this is where messaging apps will assist. A lot of the time what separates yourselves from your competitors is the ability to be there at the right time, in the right place. If you can be there first for that enquiry on the pair of shoes or estate agent booking, you’ll significantly increase your chances of being the selected vendor and achieve your marketing goals.
Messaging apps provide a nice personalised touch for consumers during a time where there’s so much choice available to them. As consumers search for your website through search engines and browse App Stores for your mobile app, it’s important to differentiate yourselves from the crowd. Adding a human element to your app will also make you appear more reactive and willing to cater to their needs.
Although a large amount of consumers already use messaging apps to communicate with brands, a Facebook Insights report has shown that consumers expect to be communicating a great deal more in the foreseeable future. It’s been reported that 67% of consumers expect to message more over the next two years, meaning that businesses need to future proof their organisations by adopting messaging apps now.
For all marketers reading this blog post it’s important to realise the incredible potential of deploying a messaging app. Your consumers are just like you! Just as eager to communicate instantly with their favourite brands, to easily get what they want, when they want it. Businesses in all industries are already deploying messaging apps including a few of our clients in their upcoming app projects, so stay tuned! We also developed an internal chat platform for our employees here at Sonin to use on a daily basis.
If you’d like some more information on how we can successfully create your business a messaging app, then we’d like to hear from you. For a real-time messaging experience feel free to get in touch with us via the LiveChat portal on the bottom right hand side of your screen.