More individuals are unhappy with the old ways of communicating and getting things done as global e-commerce grows. E-commerce that is social and easier ways to talk to people make them more likely to be accepted.
Jerry Zhang, business director of Meta Greater China, says e-commerce is no more a one-time affair for first-time online shoppers who want to keep in touch with online merchants. Online merchants also want to keep in touch with customers. Convenience is a must-have tool, and user behavior is changing in a big way at the same time.
Live shopping events in the U.S. will generate $25 billion in sales by 2023, and more people are shopping on mobile devices, which let them virtually try on clothes and see what a house will look like. You can also talk to merchants one-on-one from home to find out more about their products.
Exploratory e-commerce is based mostly on meta. Most of the time, Meta technology is used to help people find new brands or products online. More than 74% of US users polled said that Meta will help them find new brands and products.
First, Meta’s ability to send messages can help more customers move from the “discovery” stage to the “purchase” stage.
Globally, 68% of adults are more willing to do business with a company that offers messaging services.
Also, most people are unhappy with traditional ways of communicating with businesses. 54% of foreign adults stated traditional business communication (phone, email, face-to-face) is bothersome. 72% of poll respondents say waiting on the phone for a business employee is a waste of time.
More users prefer to talk to merchants privately, therefore texting is becoming more crucial.
75% of adults around the world want to message businesses like they do friends and relatives. This shows that consumers are very willing to build relationships with businesses.
Conversational marketing is very popular in the Asia-Pacific region, where two-thirds of users are used to talking to brands.
Jerry says that the best thing about conversational marketing is that it makes the unreachable accessible anytime, anywhere. People use different ways to get to the website. When choosing a product, they can either leave or wait for the merchant to respond. Using quick communication capabilities, the merchant can answer queries and try to sell the order.
Second, conversational marketing can help every step of the way when a customer is shopping.
In addition to the customer service help mentioned above, it can also help shoppers before, during, and after shopping. It can entice users with adverts, offer product information, and help customers place orders using shopping guides. Or, through the system that is linked to CM, users can get special deals and increase their loyalty.
68% of respondents sent a message to the seller when researching items or services, and 60% asked about purchase concerns.
From 2021 to 2022, e-commerce customers in 15 Greater China regions took part in a test that shows Messenger direct advertising can not only encourage customers to make a purchase, but also help them throughout the whole customer journey.
75% of the tests show that users who have seen direct Messenger ads will watch more content. 80% of the tests show that users who have seen direct Messenger ads will add to their shopping carts. 73% of the tests show that users who have seen direct Messenger ads will return more often, and 82% of the tests show that users who have seen direct Messenger ads will buy more. In the end, the rate of return on advertising went up by as much as 2.43 times.
Meta has three of the world’s most popular messaging apps.
With 1.3 billion Messenger users, 1 billion monthly active Instagram users, and more than 2 billion monthly active Whatsapp users in 180 countries, each app can help users keep in touch instantly and share their thoughts and ideas, and each has its own benefits.
Messenger can make the process more personal, and users can start conversational marketing directly from the Facebook backend or work with platform development partners to add CRA for a more customized experience.
Whatsapp’s goal is to let anyone talk to and do business with any business. It will start with an app and then add APIs to build a more complete shopping experience.
People use Instagram to connect with people, brands, and things they like. This can be set up from the Facebook backend, or you can use Instagram’s API to provide a complete solution.
It is also possible to use the features of the three apps in different ways to make spreading messages a better experience.
For example, you can use Messenger or Instagram print ads to remarket directly to users who have seen a product but haven’t bought it yet. You can encourage them to start a conversation with the brand and use chatbots to automatically ask questions to figure out why consumers haven’t finished their purchases and make personalized suggestions, like other colors, styles, etc., to get them to buy.
Creating a personalized Messenger or Instagram Direct experience for customers can help brands increase sales and may also help them spend less on advertising than other channels.
Before a customer shops, you can recommend products to them using the product catalog, discount information ads, and CRM, or answer their questions.
In the later stages of shopping, information advertising can be directly linked to the order system and CRM, and the live shopping feature can also be used to encourage consumers to buy.
After a customer buys something, the company knows more about them and can send more personalized messages, such as ads for discounts, and skip regular notifications. This can encourage customers to buy more and buy the same brand more often.