Using Whatsapp as a marketing tool is the most discussed topic among many a marketing professional today. Whatsapp, whose main objective is to connect people from around the world does not sound commercial in any way.
Costs you almost nothing
With just $1 a year, Whatsapp costs you absolutely nothing for your marketing efforts and instantly boosts customer conversations around the brand.
With SMS becoming expensive, the wider audience have moved on to Whatsapp business api for messaging purposes which had already resulted in a huge blow to the telecom service providers.
Whatsapp Marketing has proved to be a boon for small businesses who aim at cutting costs at every step and adopt frugal practices. To run a marketing campaign on Whatsapp, all you have to do is allocate a person exclusively to manage the campaign and respond to the messages promptly just like what the Israeli Chocolate brand Klik did on Whatsapp.
With the shift in power from the producer to the consumer and with the rise of social media, consumers are habituated to voice their concerns about a brand quite easily. Whatsapp is yet another tool for them.
Be where your customers are: Smartphones have enabled easy access to your customers. To get in touch with your customers, you just need to have their numbers saved in your mobile phone and you will now be able to Whatsapp them. Communication with the customer is not time bound and is open 24/7.
To give you a valid example, in Kazakhstan a rumour had spread that 3 of its top banks are on the verge of bankruptcy and the situation was tensed with customers running around to withdraw money. Whatsapp came in real handy to inform their customers that all is fine. Such is the power of Whatsapp in spreading a message at the right time.
With much more personalized interaction, you would know what your customer wants from you and hence will be able to position your marketing communications based on that. Your customers will be delighted that all their queries are answered in real time by real people. As a brand, you can very well show your customers, how much you care.
Homeshop 18 used Whatsapp to change customer’s perception about the brand as a TV shopping network. The campaign, “shopping makes me Happy”, positioned the brand as an all rounder for the consumer’s shopping needs not limiting itself to the television. To add the fun element to its messages, the brand used Billy and Sunny, the father and son duo as the brand’s voice.
Marketing communications through Whatsapp
Whatsapp can be used for a variety of marketing activities. It is the best place to showcase a product’s image, a video explaining the product’s features, discount coupons and festive offers. Whatsapp makes it easy to invite customer feedback and for grievance redressal. One-on-one interaction is helpful in conducting surveys and a Whatsapp group can be used as a focus group to discuss about the brand.