Brand Marketing Leaders Invest in Messaging Apps to Build Lasting Customer Relationships

Nov 09, 2017

LiveWorld, Inc. released the findings of a study in its new whitepaper Messaging Apps and Chatbots for Brand Marketing. The report examines the advantages of branded conversations, the challenges companies face within messaging apps, and how conversational marketing will impact the future of brand engagement. LiveWorld partnered with Brand Innovators to conduct the survey of more than 200 Fortune 500 marketers across business-to-consumer industries in 2017.

  • The study revealed 79% of marketers believe an expansion of the digital marketing category is needed to include two-way conversations between brands and consumers.
  • The survey respondents expressed enthusiasm for meaningful two-way conversations, with more than half (52%) of those brand marketers expressed confidence in the ability of existing two-way communications platforms and tools, such as chatbots, social media networks, and messaging apps, to effectively meet their needs.

Conversational marketing, supported by messaging apps, chatbots, and dialogue interfaces are shifting the way brand marketers are engaging consumers. As marketers incorporate messaging channels into campaigns, private and more meaningful conversations are taking place during the customer’s journey.

  • LiveWorld’s report discovered more than half (55%) of marketers cited customer service as their primary objective for deploying messaging apps.
  • Less than one-third (27%) of the marketers are utilizing the messaging channels to have a positive impact on the customer experience.
  • 43% of marketers have deployed messaging apps to address marketing programs.

The study reveals that chatbot usage is on the rise.

  • Two in five marketers (40%) responded they believe chatbot usage will increase for their company in 2017.
  • Respondents with 15 or more years of experience were identified as “veteran/encyclopedic” marketers, noted the need for chatbots with nearly half (49%) stating they will be increasing their use of chatbots.