Although WhatsApp has become the most widely used instant messaging platform in the country, it has also begun to gain relevant engagement in conversational marketingthe one that aims to improve the conversation between customers and brands, both on social networks and on multi-channel platforms.
(Buy ‘live’, the new trend in digital commerce).
This was evidenced by the most recent report from B2Chat, a sales and customer service channel platform. Among the points made by the report, it stands out that more than 90% of the Colombian companies consulted stated that they communicated with their clients through the WhatsApp application, and that 86% of these conversations were initiated by users.
Likewise, other of the platforms used, the report specified, were Facebook (7%) and Instagram (1%)although with a slight participation.
(My Store, the Rappi channel that supports and gives visibility to SMEs).
As for the sectors that are beginning to use WhatsApp chat, both to communicate with users and to make sales, it is foundl health sector and the hotel sector.
Faced with this, Pamela Richter, CRO of B2Chat, stated that there are currently hotel chains that have more than 360 chats a day, of which 97% are through WhatsApp, “only surpassed by the health sector, which of its 120 chats a day 99% use this application”.
A new Trend
Now, among the reasons that are beginning to drive the trend of starting conversations and sales via WhatsApp, the first thing that stands out is the reception that this platform has among Colombians. And it is that according to a report by We Are Social, 75% of WhatsApp users say that they prefer to communicate with companies in the same way that they do with their family and friends. What has undoubtedly led brands to find in this channel a way to connect with their potential customers.
The second factor is attributed to the change in sales strategy “focused on immediate conversation,” the B2Chat report noted.
“This achieves spontaneous interaction with users and responses and negotiations in real time, with digital resources such as chatbots and voice interfaces, which while keeping the user in a one-to-one experience, standardizes processes for companies,” he added.
(Technological regulation, among the needs of the digital age).
Finally, the report pointed out that conversational marketing allows companies to integrate more organically into the daily lives of their customersmonitor and quantify their interactions and digital sales, in addition to saving time and personnel, “since a single agent can handle several profiles, and allows a potential buyer a more personalized experience.”
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