Less than half feel they know how to use these tools to engage with customers
Recent research reveals that brands remain somewhat puzzled about the best way to use two-way conversation tools other than email. In fact, 48% of brand marketers surveyed felt that social media, chatbots and messaging apps were solid tools to engage with customers, deliver personalized messages and start individual conversations.
Or, in other words, more than half of marketers don't feel that way.
Marketers have so far used messaging apps, in particular, for customer service—55% of respondents said so. Fewer respondents (43%) used them for marketing purposes, and even fewer (27%) did so to put a shine on the customer experience.
Meanwhile, just 14% of marketers had used messaging apps for sales, an interesting outcome given how successful email has been in helping to drive conversions.
Research also found that Facebook Messenger ranked highest among marketers, while China's favorite messaging platform, WeChat, was a distant second place.
For many marketers, messaging apps don't provide a clear enough utility to warrant an investment. Some 58% of respondents said messaging apps simply weren't a priority for their organization. But a lack of in-house expertise in using them was also named as an inhibitor by a majority of those polled.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.