Page 307 - Social Media Marketing for Dummies

IN THIS CHAPTER
» Determining what messaging app
users want

» Using messaging to provide
conversations with chatbot
» Understanding the use of WhatsApp

Chapter 20

Utilizing Messaging Apps

s a communications technology, online messaging is overtaking social
media as the preferred way of connecting with brands. One reason for this
Ais that messaging is a private targeted communication between a customer
and the brand with no interference — and it’s immediate. People also embrace
messaging as a better way to communicate with friends and family. In fact, over
87 percent of the worldwide Internet population uses a chat or messaging app
(Global Web Index Messaging App Report 2018).

In this chapter, we look at two major messaging platforms: Facebook Messenger
(Messenger) and WhatsApp from Facebook. We also see how your business can
use chatbots to increase your reach, provide better customer service, and engage
customers.

Looking at Messenger

In this frenetic Internet environment where developing customer relationships is
crucial, direct messaging is a welcome addition. It’s like email only better because
it’s faster and as of this writing, it’s still somewhat of a novelty. Users find it
intriguing. According to Hootsuite in 2018, 98 percent of mobile messages are
read, and 90 percent get opened within three seconds of being delivered.

CHAPTER 20 Utilizing Messaging Apps 291