WhatsApp is India’s favorite instant messaging app which many small & medium entrepreneurs use to keep their customers engaged is now will be used by industry giants.
Brian Acton and Jan Koum, with little more than 30 employees and no outside investments, are making millions of dollars annually. Their text messaging app, “WhatsApp” (the top most popular app in the world) has become the coolest thing for the younger generation.
About 19 billion messages were exchanged every day over these OTT ( over the top)apps like WhatsApp, iMessage, BBM, WeChat, etc. in 2012 compared to 17.6 billion texts that were shared per day and these numbers are expected to grow to 50 billion and 21 billion respectively by end 2013. The signs are imminent – with smartphone penetration growing exponentially,
This will be a good strategy for CASH RICH – TIME – POOR people
Let’s throw some light on the SWOT of Whatsapp marketing
Strength – Conversion rate in case of customers using Whatsapp is high as 80 %
Weakness – messages can be sent only after seeking permission from the clients else it can backfire. ( by prem deewaan retail head of Italian menswear brand corneliani )
Opportunity – It is being used by brands to both generate leads as well as manage customer service. (by apeksha harihar editor of social samosa )
India’s one of the fastest-growing markets for instant messaging app.600 million users 65 million are from India.
Threat – someone could take it up to legal if messaging happens without the consent of the customer.
How to use WhatsApp as a marketing tool
Sales WhatsApp in Sales
The no. shall be circulated through various activities & mediums. Offers, services, special schemes can be introduced to end-user.
For Eg Sony, DADC uses 3 groups to promote the offer first cum first service basis
Customer Engagement
The customer database can be formed into different groups & appropriate messages will be loaded to keep the customer engaged with the brands.
Eg – KEM hospital used WhatsApp to read ECG scanning to save heart patients.
Survey
we also can use WhatsApp for Internal & external surveys. Organizing surveys can help you improve your products or services. These surveys can be conducted through WhatsApp. You can get direct feedback from your customers which will improve transparency. Group discussions with customers, employees, suppliers, or target audiences can happen in real-time on WhatsApp. A lot of suggestions and feedback are generated through such activities.
For Eg FM channels use Whatsapp to promote the campaign, introduce new offer, feedback about the show / about any social issue & make more conversation with the end consumer
WhatsApp in Team Building
Your departments can create their own WhatsApp group for better communication. Task updates, new work, meeting timings, work deadlines can be discussed in this particular group. From a manager to an employee, everyone can easily communicate through the app. Team building activities, thoughts, new ideas, or problems can be shared by your employees. It helps your company grow.
Eg- Davita( Global Leaders in kidney care) India uses WhatsApp for team building, motivation.
Open for discussion, kindly share some examples/thoughts specific to WhatsApp’s marketing strategy.
By A Passionate Marketer – Kartik Sahoo
Source – google, brainpluse, nextbigwhat