The way consumers want to engage with brands is rapidly changing. Running ad campaigns you hope your audience will see, using third-party data to target potential customers, or shooting out emails may have worked once. Those days are over. Not only are your ads impersonal static and noise to those you’re trying to reach, but reaching the right people at the right time is getting harder and harder as digital privacy changes are locking marketers out of third party audiences and limiting the signals they can share to improve their marketing efficiency.
But what do consumers engage with all day, every day? Their phones. And what are they doing on their phones? They’re messaging with friends, families, and coworkers. Why shouldn’t they be messaging with brands, too?
Conversational commerce has been growing in popularity for a few years, but many brands are limiting their conversations only to chatbots on their websites — meaning that most brands are waiting for customers to visit their website before they engage in a conversation with them.
At Spectrm, we believe this is the wrong way to think about conversational commerce. Consumers don’t want to have to visit your website at all. Instead, they want to engage with your brand in the same way they’re already communicating with their friends: through private messaging on Messenger, Instagram DMs, or WhatsApp. They want in app messaging experiences that are highly engaging, assistive, interactive, and relevant. Not text-only customer service chatbots just asking “How can I help?”
While many forward-looking brands have already jumped on this emerging channel, we wanted to learn more from consumers about their experiences messaging with brands today, and put some data behind the trend. In January 2022, we surveyed 1726 consumers — 780 from the EU and 946 from the US — about their experiences messaging with brands, if messaging led to them purchasing a product, their thoughts on privacy and data collection, and more. What we found is that messaging has more of an impact on brand affinity and sales than most marketers may be aware of.
We hope you find these findings helpful as you build your marketing strategy for 2022.