Article

Kenneth Berthelsen
Kenneth Berthelsen 8 November 2018

Will cloud-based messaging be the future of customer engagement?

When it comes to marketing strategies, communications has always played an important part. In the modern world of technology tools and social media, marketing communications has never been more competitive or targeted.

There are a few channels beginning to stand out from the rest, taking marketing to an uncharted level of real-time engagement, Telegram and Reddit, to name a couple. 

Such cloud-based instant messaging services give users the choice to send direct or group messages to engage with customers and prospects. They’re particularly great for community management, allowing for regular interaction and engagement with target audiences. Furthermore, these cloud-based instant messaging services have proven to be secure and private, something that has helped drive its adoption.

Real-time benefits

In the continuously shifting world of multi-channel communications, businesses are always searching for quicker ways to engage with their customers and manage interactions within their communities of customers. Secure instant messaging services not only make it easier to communicate with target audiences, they also provide great opportunities for sharing content, like new promotional campaign launches.

Cloud-based messaging apps are easily downloadable onto devices and have web apps for desktop use. Once users have set up an account, they can search for friends to connect and chat with directly, enhancing the attraction of using the app for more than just keeping in touch with brands.

Messaging brands and services are constantly competing for community and customer trust, and it’s crucial that they demonstrate they can protect users’ information and views. Messaging apps and platforms allow any marketer to securely build and manage a community of engaged customers.

Keeping in touch 24/7

Modern businesses are no longer limited by geography and often have customers from all over the world. As a result, community management has become more difficult because social media channels and real-time engagement with target audiences have to be managed around the clock to ensure that queries are dealt with in a timely manner.

Slow responses can undermine months of effort in generating hype and interest around a new product or service. Consumers, and even entire communities, can be extremely unforgiving, so brands can’t let poor community management and communication harm the potential of growth. Building trust, confidence, and loyalty requires brands to be available, responsive and actively engaged with their customer base.

There’s a bot for that

There are two main challenges in real-time communications. Firstly, brands are expected to respond almost immediately, 24/7. There is no downtime for a globally active business. The second, and possibly the more difficult challenge, is giving an accurate response to a customer under time pressure. This is where the bots come in.

Bots are third-party software operated by applications that run inside chat channels. Bots can be set up to do a variety of things, from sending customised notifications and content, to responding to messages in group and private chats. This is especially useful for smaller businesses who have a worldwide reach and need a fast and affordable way to manage consumer engagement.

Bots can even accept payments for goods and services from customers. The actual chat platform does not have access to sensitive information or payment details – this is all handled directly and securely by payment providers. This makes instant messaging platforms an ideal tool to provide an extension to a business’ customer service.

Keeping up with messages

Of all the messaging platforms in popular use, Telegram in particular is being used heavily as a community management tool. It serves as a real-time engagement channel for customers and brands, building customer loyalty and improving brand awareness. Marketers who ignore the rise of such services would do well to begin taking an interest. They tick all the boxes – helping to build revenue for businesses, helping brands meet objectives, and facilitating improved community engagement for brands and products alike. As marketing continues to evolve, you can be sure that services such as Telegram will play a major role.

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