Consumers especially millennial are showing an increasingly clear preference for private messaging as opposed to mass broadcasting tools like Facebook and Twitter. For users, the special flexibility of messaging apps is interesting. Within a single app, such as WhatsApp, Facebook Messenger, Wire, or even Instagram Messages, a user can switch between group chats, game bot, and brand messages.

Already in 2018, 84 percent of all online content and links were shared via Messenger. The trend continues to move away from sharing with the masses towards exclusive sharing of personally relevant topics and content with selected groups of people – one-to-one and one-to-many, respectively. Links and product recommendations as messages are usually only shared when asked by friends or when their intention to buy is known and the shared link is considered helpful. Regarding the Roffing Companies Marketing you can expect the best deal now.

  • It is therefore obvious for marketing and sales executives to expand messaging and social apps as a channel for recommendations and to connect them to their recommendation platforms. These platforms are in turn gladly used by the users for the exchange of experiences and opinions.

The balance act

Word of mouth has gained a real boost in recent years through social shares and digital platforms. However, at the same time, consumers have become more critical and, above all, more sensitive as far as the actual sources of recommendations are concerned. Although people like to buy these products, which are rated as positive by others. However, they strongly differentiate whether the recommendation of friends and acquaintances comes from their own network. Because as soon as they see a one-to-many direction, skepticism about the actual authenticity and relevance of the recommendation grows. Therefore, for the success of a referral campaign, it is crucial that the referrers channel into one-to-one or one-to-few.

Best Marketing Excuting

For marketing executives, this has not only begun the search for the right digital marketing tactics, but also the appropriate tools to measure this effectiveness of different channels. Because social commerce requires more effort than the companies thought. The mere inclusion of a like or share button is not enough for satisfactory results. If you want to use social media elements, you should also have the resources you need to engage in dialogue with customers. The paths of the customers must be evaluated; groups moderated and responded to comments.

With the right tracking the shares on the track

In 2018, more than 80 percent of all mobile shares were shared via Messenger alone. Interestingly, as many as 52 percent of mobile referrals (depending on the industry) are made via What Sapp. With the use of intelligent tracking tools, shares (in the sense of recommendations) and click backs on the links can be tracked. The tracking gives insights about which links users have come to their own site. These can then be divided into visitors and buyers. Companies can then use this data to determine which pages are particularly beneficial.

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