What You Need To Know About Messaging
Messaging is an entrenched part of modern life and savvy businesses are using these flourishing consumer channels to remarkable effect. However, the majority of marketers are yet to ride the wave. Here’s a nifty explainer about how to get on board.
If you’re not using some form of messaging service daily, then you’re very much in the minority. That’s the clear message from Sal Burns, Facebook’s head of global business brand marketing for Messenger.
“Right now, 80 per cent of adults and 91 per cent of teens are messaging every single day,” Burns says.
“Messaging apps have turned into hubs of communication, and in the Asia-Pacific region, those numbers are even higher.”
Yes, everybody’s doing it
Messaging is not only ubiquitous nowadays, it’s become a key channel for businesses to communicate with their customers. And it’s people, not the businesses, that are driving the trend.
An eMarketer Updated Forecast, Leaderboard and Behavioral Analysis study revealed that by the end of 2018, 78 per cent of the world’s smartphone users will message once a month at least. Similar eMarketer research also predicts that by 2021, the global user base of messaging apps will have risen by 23 per cent on the current level.
And according to Facebook data released in September 2018, there are already some 10 billion messages exchanged on Messenger between people and businesses each month.
“When we’ve asked people across the globe whether they message businesses, we found by and large, they are doing so,” Burns says.
“And in emerging markets, which I like to think of as those that have grown up with mobile phones, they’re almost two and a half more times likely to want to message your business.
Give the people what they want
What do people want more than anything when speaking to a business these days? Personalised service and convenience. Ours is a world where instant gratification is becoming the expectation and direct business-to-customer messaging is one way to provide it.
Research by Sentient Decision Science that surveyed people who used a messaging app daily in four key markets (India, Brazil, the US and UK) found that over 64 per cent of all respondents message businesses “because they’re messaging all the time already”.
In other words, they have become accustomed to efficient communication and now expect the same when dealing with businesses.
The same survey also revealed that 61 per cent of respondents felt messaging was “the easiest, most convenient way to contact a business”.
“What people are telling us is that if they can message you, they will feel more confident in your business,” Burns explains.
“And that, to me, is something that will lead to ROI. So, you’re taking someone who maybe wasn’t planning on buying or was uncertain about buying, and moving them closer to the end of the funnel.”
Aussie businesses are thriving on the back of clever messaging strategies
Australian teeth whitening start-up HiSmile is one example of a local success story.
From September to October last year, the company used Sponsored messages to reconnect with existing customers in a novel way. These were short, sharp, and utilised accessible imagery to get customers’ attention fast, sent to people who had initiated a conversation with HiSmile on Messenger.
The messages were personalised with its customers’ names to help build a direct connection with its audience, while accompanying images of teeth-whitening kits alongside graphics highlighting the special offers outlined the limited time frame they were available.
The results of the promotion spoke for themselves. The outlay was considerably smaller, with 11 times lower cost per purchase achieved compared to other channels. It also saw 9.92 times return on ad spend and a 21 times higher click-through rate compared to other platforms.
Big overseas businesses are making hay too, actually
A two-week bespoke Messenger campaign by Lego saw 3.4 times the return on ad spend for click-to-Messenger ads compared to ads that linked to the Lego website. There was also a 71 per cent lower cost per purchase when clicking through to the Messenger experience when compared to ads optimised by clicks. Perhaps most striking, website purchases made via ads that click to Messenger were 1.9 times higher than via other sources.
I’m not aboard the messaging train. Surely it’s too late?
Not in the slightest, Burns says. “Whenever you have a massive shift in how people communicate, the businesses that win are the ones that follow. What we’ve found when we’ve surveyed people is that people now want to message more and more.
“It’s important to remember that there will be obstacles – things that get in the way. There will be technical integrations that will be challenging, but you can take those on, and jump right over them.”
That’s a relief. So, what do I really need to know about the messaging phenomenon?
Be creative, says Burns. “People are having better conversations because they are able to express themselves visually. Messaging is visual – and remember, that not just between people and people, but between people and businesses.”
Also, consider where conversation fits into your business.
“Conversations are happening all over the place, but if you try and design for that whole customer funnel, it’s going to be a lot,” Burns says.
“So, decide where that business opportunity is and solve that.”
Burns advises setting conversations up for success.
“Don’t just build a bot to build a bot. Many clients I have spoken to build something interesting but don’t connect it to the rest of their marketing,” she explains.
“So, they have an effective bot floating out there, but no-one can find it. Make sure that doesn’t happen.”
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.