WhatsApp is one of the most preferred platforms for communication. I mean, who isn't on WhatsApp? It's like the unofficial rule of the internet—you gotta have WhatsApp or you're missing out on all the fun.
But, just because everyone's on WhatsApp doesn't necessarily mean it's the right move for your business. I mean, sure, you could jump on the bandwagon and start blasting out messages left and right, but is that really gonna get you the results you're looking for?
See, the thing about WhatsApp is that it's not just a marketing platform—it's a place for personal communication. It's where people go to chat with their friends and family, not to be bombarded with ads and promotions.
So, if you're gonna use WhatsApp for marketing, you have to do it right. You gotta be respectful of people's space and their time. You need to give them something worth paying attention to, something that adds value to their lives.
So, is WhatsApp marketing the right move in 2024? Stay tuned to find out!
The Pros of WhatsApp Marketing
Direct CommunicationÂ
Today, customers are all about personalization. They want brands to know what they like, what they need, and what they care about.Â
With WhatsApp, businesses can chat with customers one-on-one. Using gathered data, they can send them messages that are spot on—like recommending products customers might actually want or offering deals based on their interests.
For example: You get a message from your favorite coffee shop on WhatsApp, and it says something like, "Hey [Your Name]! We noticed you love our caramel lattes. How about trying our new hazelnut flavor? We think you'll love it!"Â
That’s the kind of message that feels personal, right? It's like the coffee shop knows you and cares about your preferences.
Plus, WhatsApp lets businesses respond to you right away. So if you have a question or need help, they're there to chat in real-time.Â
In a world where we're bombarded with ads and emails all the time, getting a personalized message on WhatsApp feels refreshing. It's like a breath of fresh air in a sea of generic marketing.Â
High Engagement
When you see a notification pop up on your screen, what do you do? Chances are, you check it pretty much right away, right? That's because we're all a bit addicted to our phones these days. And WhatsApp messages are no exception—they're like little nuggets of information that we just can't resist clicking on.
So, what does this mean for your marketing messages? Well, it means they're more likely to get seen and noticed. See, when you send out an email blast or post on social media, there's a good chance it'll get lost in the sea of other messages and updates. But with WhatsApp, it's different. Your message pops up right there on their screen, front and center, begging to be opened.
Let's say you run a small bakery, and you want to promote your new chocolate chip cookies. You could send out an email to your mailing list, but who knows if anyone will actually read it? But if you send a WhatsApp message instead, you’re sending a personal invitation straight to their phone.
Imagine this: It's a random afternoon, and someone's scrolling on their phone. Suddenly, they see a notification from your bakery that says, "Hey there! Craving something sweet? Swing by for a freshly baked batch of our famous chocolate chip cookies!" Now, tell me they're not going to click on that!
Cost-Effective
We all know that big billboards or flashy TV commercials cost a ton of money. Like, we're talking thousands or even millions of dollars just to get your message out there. And even then, there's no guarantee that anyone will pay attention.
Now, compare that to WhatsApp marketing. With WhatsApp, you can send messages to your customers for free or at a really low cost.Â
If you're running a small clothing store, and you want to let your customers know about a big sale you're having.Â
Here's how it might go down: "Hey there! We're having a huge sale this weekend—50% off everything in store! Swing by and treat yourself to some new threads. See you there!"
And just like that, you've reached your customers directly, without blowing off your entire marketing budget. Plus, since WhatsApp messages are so personal and attention-grabbing, you're more likely to get a response than you would with a boring old billboard.
The Cons of WhatsApp Marketing
Overuse Can Lead to Spam
So, you’ve signed up for updates from your favorite clothing brand on WhatsApp because you wanted to be one of the first few people to hear about their sales and new arrivals. But instead of sending you relevant content, they start spamming you with messages every hour, talking about random things that have nothing to do with what you signed up for.
It might go something like this: "Hey there! Did you know it's National Pancake Day? Come celebrate with us and get 10% off your next purchase!"Â
And then five minutes later: "Oops, we forgot to mention it's also National Puppy Day! Here's a cute dog pic to brighten your day!"
At first, it might seem harmless, but after a while, it starts to get annoying. You didn't sign up for updates about pancakes or puppies—you signed up for updates about clothes! So eventually, you might get fed up and block the number or report the business as spam, just to make the messages stop.
That's why businesses must strike the right balance with their WhatsApp messages. Instead of bombarding people with irrelevant messages, they need to provide value with every interaction.
So, the next time you're tempted to send out another round of messages on WhatsApp, stop and think: Is this something my customers really want to hear about? If the answer is yes, go ahead and hit send. But if not, it's probably best to save it for another time.Â
Dependency on Phone Numbers
Now, here's the thing: not everyone is comfortable sharing their phone number with businesses. Some people are worried about privacy—they don't want companies blowing up their phones with messages or sharing their info with third parties. And who can blame them?
So, if you're a business trying to reach customers on WhatsApp, this can be a bit of a challenge. You might have an amazing marketing campaign all set up and ready to go, but if people aren't willing to give you their phone numbers, you're out of luck.
That's why businesses need to be mindful of the fact that not everyone is comfortable sharing their phone numbers. Instead of relying solely on WhatsApp to reach customers, it's a good idea to have other ways for people to connect with you—like social media, email, or even SMS.
When you offer multiple channels for communication, you give people the freedom to choose how they want to engage with your business. And that's what it's all about—making it easy for customers to connect with you on their own terms, whether they're cool with sharing their phone number or not.
Limited Features for Businesses
Okay, so imagine you have this new tool, like a Swiss Army knife. It's got all these gadgets—scissors, a screwdriver, a bottle opener, you name it. It's versatile, and you can use it for all kinds of stuff, from fixing things around the house to opening a cold drink on a hot day.
Now, let's say you want to use that Swiss Army knife to, I don't know, build a house. Sure, it's got some useful tools, but it's not exactly designed for heavy-duty construction, right? You might be able to hammer in a few nails or tighten a screw here and there, but you're probably going to need some more specialized equipment to get the job done right.
Well, that's kind of how it is with WhatsApp and businesses. See, WhatsApp started out as a simple messaging app for chatting with friends and family. It's great for sending texts, sharing photos, and making video calls, but it's not exactly built for businesses to use as a marketing tool.
Sure, WhatsApp does offer Business and Business API accounts with some additional features for businesses, like automated messages, business profiles, and the ability to create chatbots. But compared to other marketing platforms, like Facebook or Instagram, WhatsApp's toolkit is a bit more limited.
That's not to say WhatsApp isn't a valuable tool for businesses—it absolutely is. However, it's important to understand its limitations and use it in conjunction with other marketing channels to get the best results. After all, just like you wouldn't use a Swiss Army knife to build a skyscraper, you shouldn't rely solely on WhatsApp for all your marketing needs.
Is WhatsApp Marketing Right for You?
Ultimately, whether WhatsApp marketing is the right move for your business depends on your specific goals, target audience, and resources. If you're looking to build personal connections with your customers, engage in conversations, and have the capacity to manage direct communication effectively, then WhatsApp could be a valuable addition to your marketing strategy.
However, it's essential to approach WhatsApp marketing with care, respecting user privacy, delivering relevant content, and monitoring your efforts closely to ensure they align with your overall business objectives.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.