Here’s an interesting finding from the consumer marketing world that promises to have implications for the B2B arena as well: brands are rushing to establish a presence on mobile messaging apps such as WhatsApp by developing chatbots that will engage customers.
A survey from Facebook IQ and Nielsen shows that 53 percent of consumers say they are more likely to shop with a business they can message with. How are they using messaging apps to talk to brands?
“Having this understanding can help marketers and businesses better inform how to reach consumers where they are spending their time, and to better meet their expectations for personalized experiences,” said Asher Rapkin, lead for product marketing communications at Facebook.
The survey showed that Millennials and Gen Xers lead the way in preferring to message over calling or emailing, but not by much. Whereas 65 percent of millennials and 65 percent of Gen Xers favor messaging, 63 percent of Baby Boomers would also choose to do the same.
