4 ways marketers can use IP messaging platforms to boost engagement

The global enterprise messaging industry accounted for 2.7 trillion messages In 2020. It’s no surprise that companies are turning to messaging. After all, messaging is a great way to get involved. It is instantaneous, and users tend to be more responsive to messages compared to other mediums. They also tend to use messaging apps multiple times a day.

Therefore, brands that are messaging right will experience a much higher frequency and intensity of engagement than other mediums.

Most messages delivered today Use old-fashioned SMS messages. However, a new form of technology has emerged that greatly enhances the degree of personalization and interaction that conversational marketing – marketing that enhances one-to-one conversation with a customer – can achieve: Internet Protocol (IP) messaging.

Unlike SMS, which uses network communications, IP messages – According to the proposed name – The Internet is used to deliver messages. Examples of IP-based messaging channels include WhatsApp, Facebook Messenger, Signal, and Telegram. Andhile sms content is limited to 160 characters of plain text, IP messaging allows for richer interactions with images and buttons and conversations.

To take advantage of Conversational Marketing SuccessIt is essential to understand the latest developments that are changing this space. Here are some of the ways marketers can use IP messaging for better engagement.

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1. Take advantage of interactive multimedia formats

Rich media is one of the main components of IP messages, which includes images, audio, and video. For example, an e-commerce company can send a custom IP message, based on the consumers previous shopping history, about a related product with photos and videos.

IP messages also include interactive, clickable buttons that enable users to reply with a single click. For example, pay an invoicefrom him Alert with Pay Now button, Bank Alert with Report Fraud button, Trip confirmation with Upgrade button, etc.

To maximize the engagement of customer interactions, marketers must incorporate these interactive multimedia capabilities into their IP messages.

2. Personalization, personalization, personalization

IP messages allow for a higher degree of sharing and personalization than SMS messages because they allow companies to develop a custom user profile, which they can then use to personalize interactions.

To develop a user profile, IP Messaging enables messaging workflows to be deeply integrated into a companys Customer Relationship Management (CRM). By taking advantage of data-driven insights about consumers’ preferences, companies can personalize IP messages as if they were personalizing email communications.

Through deep CRM integrations, IP messaging allows the user to communicate from a human perspective with the brand, potentially leading to user recoverys preferences (common food orders, for example), making it a personal user experience. For example, the user should be able to order pizza, or something else, just by sending a “normal” text message, after the user has had some history with the brand.

By taking advantage of IP message personalization features, marketers can create conversational experiences that better suit the individual needs of each consumer.

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3. Put the customer under control

With SMS, consumers have little control over the messages they receive. With IP messaging, more control is with the user who leads the conversation with the brand.

Enable IP messages a twoConversational route between consumer and business. To deal with the high volume of messages, companies can automate the sending and receiving of chat messages through programs called chatbots. Chatbots are programmed to intelligently respond to user inquiries.

In addition to providing options for users to indicate when a message is not relevant, chat bots can come to a similar conclusion from data based on a lack of response. On some messaging systems, bots will not be allowed to initiate user conversations – only the user will.

Therefore, brands will have to create an engaging effect to engage users. To do this, responses can be customized based on many criteria: what stage of the persuasion cycle the user is going through, the user’s geographic location, previous history of conversations, voting history, and social connections, to name a few.

Since users control the flow of the conversation based on personal preferences, they are inherently involved throughout the conversation. They can focus only on the issues they care about without being distracted by information they don’t care about. Also, their conversation history influences future conversations that become more connected and engaging over time.

4. Aim to support, not just sell

Marketing isn’t just about image, awareness, and lead generation – it’s about all the touch points that customers have with your brand. Brand bots can help users find the right product from their portfolio. For example, cosmetics sellers like Sephora, L’Oreal, Estee Lauder Use chatbots to help customers find the right cosmetic product.

The bot should be able to query the user’s requirements and suggest the best matching product for that user, along with the option to get detailed product information. This bot is like a local bookseller whose advice customers rely on to buy the right book. For brands, this can be a great opportunity to further sell and sell products.

Branding bots must be able to handle customer complaints and issues from existing customers. A robot that sells but doesn’t support will disappoint customers. A bot that says “This is not my oath” will make a bad impression. robots Must Enabling brands to reduce or eliminate waiting times over the phone for their customers.

Therefore, to provide the best possible customer experience, IP messaging must go beyond sales and become the right hand Person For customers in their quest to find the right product or service.

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