December 22, 2021
Quick, what is your most-used mobile app? What app do you think your customers engage with most? No surprise, they’re the same.
I’m talking, of course, about popular messaging/chat apps. You know, the one you check every hour even while driving. (Please, don’t do that!) For me, personally, my most-used mobile app is a tie between iPhone Messages and WhatsApp. The visual and audio indicators showing new messages are like Christmas presents in the stocking — I really want to know what it is.
The same goes true for your customers. They want to open messages as soon as they get them, too. What better way to connect with and communicate important messages to them? At the CMO Council, we believe chat is the marketing channel of the future.
But don’t take our word for it. Here are some stats on the market opportunity for Chat Commerce that will make your mouth water:
I know what you’re thinking. Ugh, another channel to invest dwindling resources in. But getting into Chat Commerce is a lot easier than marketers might think. Brands won’t have to build an app, get it on people’s smartphones, and convince customers to use it. Messaging apps such as WhatsApp have already done the heavy lifting, and consumers are already in a comfort zone with them. All marketers have to do is create the awareness.
Then there’s the truly big idea behind Chat Commerce: It’s a global and local game changer. Chat Commerce is a grassroots movement started by local contractors around the world who are trying to sell a service, product or knowledge to make ends meet.
Think of, say, a one-person cleaning service or travel guide communicating with customers via a popular mobile chat app. They’re marketing services, scheduling deliverables, providing customer service and collecting payment.
How many of these independent business people are out there? Turns out, quite a few. WhatsApp reported that over 175 million people globally use the service daily to message a WhatsApp business account. WhatsApp is piloting a business directory in São Paulo, Brazil, that lets customers search for local shops and services.
As customers get more and more comfortable using popular messaging apps to interact with local businesses, they’ll want to use this channel when dealing with bigger brands. It’s just more convenient and simpler. After all, marketers should know by now that customers don’t want to clutter their phones with a bunch of brand-specific apps. Consumers want to use what’s already on their phone.
There’s no question this channel is poised to take off. Marketers should take a close look at Chat Commerce to see if it’s appropriate for their brand. If you want to know more, check out CMO Council’s new Chat Commerce Resource Center.
Tom Kaneshige is the Chief Content Officer at the CMO Council. He creates all forms of digital thought leadership content that helps growth and revenue officers, line of business leaders, and chief marketers succeed in their rapidly evolving roles. You can reach him at firstname.lastname@example.org.
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