The Power of messaging

We’re living in the midst of a digital revolution, meaning businesses and their customers are spoilt for choice when it comes to the tools they use to connect and interact. The rise of messaging apps is a chat application or platform that enables users to instant message and connect with each other through their computers or mobile devices. Think Facebook Messenger, WhatsApp, WeChat, or Slack.

You would think this investment should result in higher customer engagement, however, a case of too many cooks spoil the broth can often be the reality. If the multiple channels used by businesses operate in isolation and are not connected to each other, it can result in a disjointed customer journey. A decade ago, social media sites were promotion channels that served as a path between users and the poster’s site. The borders between different sites were fluid people would discover content on Facebook, Twitter, and LinkedIn, then click through to the content.

Over the past decade, the popularity of messaging channels such as Facebook Messenger, WhatsApp, and Telegram has accelerated massively, and this uptake continues to grow. Indeed, users on mobile messaging apps increased by approximately six percent in 2021 compared to 2020. Interestingly though, this is projected to slow to 2.6 percent in 2025. At the same time, business use of SMS is going up and, in the UK, there has been consistent year-on-year growth for this method of communication of between 10 and 15 percent. Read more