Ping! Your notification to rethink messaging

Dan Monheit.

Messaging is now the dominant means of communication with billions of missives being sent across Australia on various platforms every day. In the latest episode of Connected by Meta, Dan Monheit find out why it’s so addictive and what it means for brands.

Can you count all the messages you send in a day?

I know I definitely can’t. From reaching my employees to deciding what to have for dinner, it’s safe to say that the number of messages I send in a day is probably in the hundreds.

I know that I am not alone in this case. As we find out in the latest episode of Connected by Meta, there’s a reason most of us default to messaging apps, and it’s the same reason our communication evolves every two decades. .

Simply put, people want to talk to each other, but don’t actually talk to each other. The convenience of messaging has relegated the telephone portion of our cell phones to the bottom of the list of features we use the most. .

Meg Coffey, a social media strategist who joins me on Connected, explains that the early days of messaging (the 80s and 90s) were really about bringing people together. It was a way for people to share ideas that could make the world a better place, and as beautiful as it sounds, it quickly took on a second life as younger generations and businesses began to grasp the potential power of platform.

Millennials and Generation Z have their own preferences for how they choose to use messaging, says social scientist Claire Madden. And it’s increasingly Gen Z who’s proving just how ubiquitous and important messaging can be.

As Claire explains, messaging is a less burdensome option for this generation, as they can choose when to send, view, and respond to messages. This is particularly appealing as opposed to phone calls, where the caller must wait for an answer and engage in a real-time conversation that depends on who answers. And I’m sure we’ve all seen the memes about Gen Z stressing about making a phone call – it’s rooted in what feels like losing control.

The high adoption of messaging by Gen Z again comes down to convenience and people being more comfortable with what they know. For younger generations, who typically get their first phone when they hit double digits, they know messaging better than phone calls.

But why are we talking about all this on a marketing podcast? Well, it turns out that it’s not just a huge business opportunity, but a must.

Traditionally, when you want to contact a business, it’s done over the phone, but we’re already seeing an increase in brands embracing messaging as their primary way of connecting with customers.

Oli Moore, Customer Partner at Meta, believes that customer service is the natural entry point for messaging in businesses. Rather than facing exorbitant and frustrating wait times on the phone, or sending emails hoping you’ll get a response in a few days, messaging can be immediate, convenient and reliable. He can create loyalty and value through dialogue and quick problem solving.

But for companies investing in messaging, it’s important to understand that it’s not the same as your call center, and certainly not another thing to offload on the social media team. It needs its own organization and planning.

We can also assume that we will soon see messaging step up when it comes to selling products and accelerating the customer journey, and testing and learning will be key for brands to determine their own journeys.

But for anyone still wondering about the value of messaging as a “nice to have” versus a “must have,” one thing from this episode immediately springs to mind. Oli revealed that Australians are actually one of the highest users per capita of Messenger in the world, and that the apps most used on most people’s phones are either for messaging or with a chat function. powerful messaging.

The movement is clearly there. You’d be hard-pressed to find anyone who doesn’t use some form of messaging app to communicate these days. So why shouldn’t consumers expect the businesses they spend time and money to meet them where it’s most convenient?

Brands are clearly capable of innovating – and as we’ll find out in the next episode of Connected, there’s no shortage of ways for them to pioneer the next wave of messaging communication.

Do you have anything to say about this? Share your opinions in the comments section below. Or if you have any news or tips, email us at [email protected]

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