WhatsApp, it turns out, may be the key for Malaysian businesses to really level up their marketing game. After all, over 13.8 million Malaysians use WhatsApp as their go-to social messaging platform – and in fact, Infobip found a 29.3% increase
in mobile app messaging for marketing use cases in 2023 alone. By leveraging these two important insights, businesses utilising WhatsApp’s latest business arsenal can boost their operations to a whole new level.
In the age of customers demanding personalised, conversational, and instant communication with brands, Click-to-WhatsApp ads have become imperative for business success. In a nutshell, Click-to-WhatsApp ads are promotions on social media platforms like Facebook and Instagram that direct customers to chat conversations over WhatsApp. This call-to-action button then immediately prompts a conversation with the brand’s official WhatsApp Business account.
While this may seem as just a simple tactic to engage customers, Click-to-WhatsApp is one of the most sought after advertising innovations of 2024, and here’s why:
Customers Are Always Right (At Our Fingertips)
One of the standout advantages of Click-to-WhatsApp ads for all businesses is the ability to engage with customers instantly and directly. Gone are the days of waiting ages for email responses or being on hold for a customer service call. Now, almost all conversations between customers happen online instantaneously via chatbots or social media messages. In fact, Click-to-WhatsApp ads enable brands to reach billions of users on these social media platforms. With the ability to just message the business directly, customers can enquire about almost anything through a single link. At the same time, businesses can then respond in real-time personally.
With that in mind, Click-to-WhatsApp is one of the most effective ways to actually have authentic conversations with customers. By using an everyday tool like WhatsApp, businesses can connect with customers on an interpersonal level. Additionally, with the help of artificial intelligence (AI), businesses can adapt AI-driven chatbots to handle initial queries and tasks, freeing up employees to focus on more complex issues whilst ensuring that customers can get prompt responses 24/7.
Information Is Power
Having a thorough understanding of their customers is one of the most crucial elements all businesses strive for. After all, getting to know their customer base helps businesses refine their marketing strategies and improve customer engagement. On that note, some digital platforms work seamlessly with Click-to-WhatsApp ads to deliver comprehensive analytics and reports to track the performance of your ads as well as analyse customer interactions. On top of that, performance metrics can boost a brand to optimise their operations and enhance overall performance.
On a budgetary level, it may not be as feasible for small and medium-sized enterprises (SMEs) to allocate a huge chunk of their budget towards conventional marketing and advertising projects. This is where Click-to-WhatsApp ads offer a cost-effective solution. Compared to traditional advertising channels like print or TV, business owners can get more of their money’s worth with WhatsApp. With its higher engagement and conversion rates, Click-to-WhatsApp ads are more likely to generate better and faster returns. Additionally, businesses can spend less on customer acquisition and instead, focus on other critical areas.
Securing Your Future Online
Now, an argument could be made to say that Click-to-WhatsApp ads have the potential to be invasive, as this allows brands to have direct communication with customers via their phone number. However, it is important to remember that all data transmitted through WhatsApp is encrypted, which means businesses can alleviate customer worries about the protection of user data, with this robust security measure in place.
Overall, Click-to-Whatsapp ads provide business owners and customers a new form of interaction that benefits both parties in the long run due to its accessibility and ease of use. For business owners who are interested in dipping their toes into the territory – but may not know where to start – consulting communications specialists like Infobip can accurately set your trajectory on this endeavour.
So, without a doubt, businesses should embrace this new and exciting marketing arsenal and take their brand to the next level. After all, the customers are just one click away.
Article is attributed to Dara Deng, Regional Manager of OTT Partnerships Development, APAC at Infobip
