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5 Statistics you need to know about Conversational Marketing on WhatsApp

5 Statistics you need to know about Conversational Marketing on WhatsApp

By

Aakaansha Kavidayal

February 28, 2022

Over the last few years, shopping has changed dramatically. From what used to be all about wanting discounts and deals, consumers today seek personalized experiences from the brands they want to interact with. 

They don’t just want to know how much they get to save on a product. They want to know how that product can add value to them, and which of them is the best suited for their needs. But doing so on an online storefront, may seem next to impossible. 

That’s where WhatsApp for  conversational commerce comes in.

What is conversational marketing on WhatsApp?

Conversational marketing is a customer-centric and dialogue-driven method to approach customers in real-time. It's one of the emerging strategies to increase engagement, improve user experience, attract users, generate revenue, and meet your growth goals. 

Unlike intrusive advertisements, which focus on selling the products, conversational marketing aims at building meaningful relationships with the customers, educating them, and helping them at every stage of the buyer's journey. 

As the name suggests, conversational marketing is based on one-on-one interactions over a common platform like messaging apps. In this case, WhatsApp. 

Around 2 billion people like to use WhatsApp on a day-to-day basis to exchange messages with their friends and family. Since the messaging app intuitively enables faster replies, consumers today expect businesses to leverage its features to do the same. 

Many big brands like Domino's Pizza and Sephora actively use conversational marketing strategies to simplify the user journey and do more effective marketing. With the WhatsApp Business API open to businesses, and solution providers like Interakt, you can too. 


Examples of WhatsApp conversational marketing 


Unilever 

When Unilever launched its new fabric softener brand, 'Comfort' in Brazil, it took a different approach to market the new product. 

They launched a WhatsApp marketing campaign, 'I'll bring back your beloved clothes,' which helped increase sales up to 14 times. 

Unilever put up more than 10,000 billboards around São Paulo with a teaser message and a WhatsApp business number during this campaign. Whenever any customer contacted the number, a chatbot called 'MadameBot' gave advice on how to take care of your clothes and presented the new product through memes and audio messages. Later, customers were given a 50% discount and free shipping to buy the new product. 


Carigar tools 

Carigar Tools is an online store for leading power tools and machinery for the Karigars. But their target audience comes with varied needs and requirements that tend to change or evolve over a period of time. 

They leveraged conversational marketing on WhatsApp to engage the leads they generated from their storefront. With the help of smart automations, the brand was able to strike proactive conversations to understand the lead’s individual needs, guiding them towards the right product on their store. 

By bringing support into the sales cycle with conversational marketing on WhatsApp, the brand was able to nudge 20-50 orders per day!

There are other brands like HustleMad, Shumee, Perfora and many more that are leveraging conversational marketing on WhatsApp to get more sales. Read about their strategies here.  

But that’s not all, we have some statistics to convince you too. 


Conversational marketing statistics you need to know


Conversational marketing enables brands to respond faster with personalization

Reports state that around 50.7% of companies using conversational marketing are able to answer customer queries faster. And 36.2% of companies mentioned that it allowed them to offer a more authentic and human experience to their customers, leading to higher conversions. 


Conversational marketing enables instant gratification to the new-age consumer 

The same report also states that customers expect brands to give an immediate answer to their questions today. From being willing to receive a response in 24 hours, consumers today expect instant gratification - answers in minutes. Every minute’s delay in responding to a customer has resulted in businesses seeing a drop in conversions. 


Conversational marketing enables proactive assistance and boosts retention 

Conversational marketing improves the user experience, bringing leads and driving sales. 

The statistics from Kayako 2021 mention that around 8 in 10 companies experienced some increase in revenue, customer loyalty, and sales when offering proactive support or assistance. It was also found that 38% of customers will buy again from a brand that offers conversational support channels to help them make informed purchases. 


Conversational marketing combats poor live chat experiences 

It's a good thing that you're offering live-chat support to your customers, but it's also essential to make it right. 

Companies that don't provide good customer service often lose their buyers. 

The report by Kayako 2021 states that around 38% of customers stopped making any purchases from the brand because of their poor live-chat support system. 

Hence, it's essential to offer the best service to your customers, save their time and remove any roadblocks that can arise while using your products or services. That’s exactly what conversational marketing intends on solving. 


Conversational marketing saves you time 

Invesp 2021 report shows that using chatbots and AI can help you solve customer queries much faster and also save a lot of time. When you’re setting up conversational marketing on WhatsApp, you get to leverage the official WhatsApp Business API. Adding to that a solution provider like Interakt, you can set up smart automations and templates to answer almost 70% of consumer queries. 


Do you need conversational marketing? 

Giving personalized experiences to consumers is a surefire way to increase sales, boost engagement, and build strong customer relationships. 

Now that consumers are making more purchases online as compared to in physical stores, it’s important for businesses to offer a personalized shopping experience. 

With WhatsApp, businesses have a chance to replace the in-store physical salesperson and engage their customers and subscribers in active conversations. So we’d say, yes, you do need conversational marketing to keep consumers engaged and help them make the right purchase. 


Ready to get started with conversational marketing? Get started with Interakt today.

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