Conversational Marketing is not a new concept. A simple google search and you are on your way. But how we have those conversations has certainly changed since it was first posited in the 1940’s. Fast forward to 2018 and text messaging has become the globally preferred channel of communication. Which one could even assume is accepted as common knowledge. But what very few of those infographics and blog posts will rarely identify or pay close attention to is that those are personal conversations.
Messaging for businesses is generally treated as an afterthought. It is not part of an advertising budget or a marketing plan in most cases. Even the most progressive brands and agencies who strategically budget and plan for the mobile experience do not include messaging as part of the budget or plan. Some marketers even bifurcate “mobile subscribers” and conversational as totally separate initiatives or channels for opportunity.
Certainly there has been growth and adoption of business texting in the last 3 years. And, with it, an overwhelming choice of vendors, products, & solutions such that consumers are experiencing varying levels of satisfaction when messaging with a brand; which could be text, chat, messenger, WhatsApp, or even Instagram.
Where is the paradox? As mobile took over the majority of our screen time it became increasingly more difficult to instantly start a text conversation or subscribe to text notifications from that very same mobile device. Browsers default any phone number that is clicked to launch the Phone App (yes, there is an app for that). The more we used mobile the greater the friction became for a user to text with a brand in a seamless “one-click” experience.
Connections developed a patent-pending process that solves this. By eliminating the friction messaging is now a powerful tool that, when integrated across an entire digital advertising strategy, is capable of building private audience networks, meaningful customer experiences, and revenue generating events for any company or brand.