Brands have only scratched the surface of their marketing potential. Almost 70% of the digital exchange occurs outside of the social network, out of sight of most marketers. I call this area the messaging conversational space. It covers all digital messaging and represents a tremendous opportunity for understanding consumers better than ever before.
Consumer conversations moved to the messaging, and brands must follow. Although the concept of sharing during one-on-one conversation exists with the first clamshell, the increase in the number of modern apps for messaging has now solidified conversational space as a dynamically developing means of communication. Brands, using only the standard set of social channels, drawing on the influence of the space where the clients spend a small portion of their time.
Despite containing the most revealing insights on consumer thought and behavior, conversational space is invisible to marketers—but not anymore. The industry generally is moving toward more targeted and secure future with graphs of individual and aggregate data, eliminating the friction support. A new generation of digital technologies is to identify the relationship between the content, words, places and people for messaging, context Web, which helps marketers eliminate wasteful campaign and capture this vast audience with relevant branded content. After my time at sxsw this year, I am more convinced than ever that the industry is experiencing a major transformation, which will allow brands to join the conversation where and when it occurs, and ensure their message is valuable and timely.
Early adopters have experienced unprecedented success. Take, for example, kik messenger is the app which, in conjunction with teenagers to target brands using their popular chat and saw 15 to 20 times higher click-through rates compared to mass marketing tactics on Facebook. Inserting themselves contextually at the right time and place in the conversations of users, the company not only achieve recognition, but also to become useful content for consumers.
Here are three takeaways marketers need to consider participation in a new age of interactive marketing.
Understanding is the future ofthe industry as a whole is moving towards a more focused and reliable future with identity graphics and data aggregation, eliminating customer friction.
To attract customers, the company must show in the space where they live: messaging. Time U.S. adults spend on mobile messaging app continues to grow, increasing from eight minutes a day in 2016 to 11 minutes per day in 2018.
Understanding the link between location, gender and even time of day, allows brands to create the overall image of the underlying needs of their consumers and determine the best time to reach them with useful content, all without departing from the natural flow of conversation.
The pictures speak louder than words
It’s not enough to target consumers where they live; brands also need to talk to consumers. Only in 2017, 2.8 trillion Messages were sent with emojis, stickers and gifs. As people increasingly unaffordable for the words to Express their emotions, brands should create content that facilitates this means of discussion, and to serve him when needed.
Beautiful, visual content works on predictive technology is ready to dominate the modern marketing tactics. Through the use of natural language processing (NLP algorithms), brands can understand select aspects of conversation and predict future needs. This understanding provides the basis for developing the created content, and helps brands insert bold, branded images to the right users at the right time.
Branded content is the king
Commitment to the brand is key among consumers today. In fact, 50 percent of American consumers will choose the brand over the common smileys in Messages, when given the opportunity (I think, not only soda, but Coca-Cola or Pepsi).
This represents a huge potential for marketers. The McDonald’s McCafé brand recently put this theory into practice, using the methods of predictive technologies to identify relevant conversations as “coffee” and maintains custom animated stickers in those moments. As a result, consumers were 70 percent more likely to share content McCafé for unbranded content during the morning of the procedure of discussion of coffee. What started as a conversation about someone needing or wanting a Cup of coffee became a conversation about McCafé.
Successful brand marketing is becoming more about creating personal connections and delivery of Content in such a way that is directly related to the conversations consumers are already there.