mobile devices

Sending a Message Through Messaging

Content marketing and social media get the headlines, but increasingly direct messaging apps are getting the users because of their speed, convenience and personal connections. Businesses have noticed.

Content marketing and social media get the headlines, but increasingly direct messaging apps are getting the users because of their speed, convenience and personal connections. Businesses have noticed.

Direct messaging is rapidly emerging as a valuable channel to address service issues, support peer-to-peer communications and create stronger relationships with brands.

Often overshadowed by social media, messaging and chat have the benefit of establishing a direct digital contact between consumer and company, whether to deal with a cable outage, modify an overseas travel itinerary, notify someone a package arrived or pass along timely information to a colleague.

Email has most of the same virtues, but users associate messaging with immediacy. While people periodically check their email, they tend to respond more quickly to messaging apps. That explains why Facebook Messenger and WhatsApp both boast 1.3 billion monthly active users and Slack is used by 3 million people daily.

The evolution of messaging, including as a business channel, is evidenced by Facebook’s growing investment in Messenger, which is now host for 65 million businesses.

Dylan Sellberg of Hubspot in a blog post on Medium wrote, “2018 is the year for businesses to engage with customers through messaging. Because it’s not about what your business wants – it’s about what your customers want.” Sellberg shared examples of how companies are leveraging Messenger:

  • Sephora uses Facebook Messenger to streamline their booking process and secure more bookings.
  • Soul Space Media generated 11,000 Facebook Messenger subscribers for 13 cents each.
  • 1–800-Flowers found that 70 percent of its chatbot orders were from first-time customers.
  • Electro house DJ Hardwell teases new songs, livestreams events and engage with fans through Facebook Messenger, which is his brand’s top traffic driver.
  • Love Your Melon announced its new line of caps via sponsored posts on Messenger, and saw a 14X return on investment.
  • Hur Nusrat, a Bangladeshi fashion retailer running its business exclusively through Facebook, used Messenger to triple monthly sales in the course of a year.

The four assets Sellberg sees in messaging include speed, familiarity, convenience and industry forces, which he says are pushing consumers away from traditional channels such as disruptive technology, social media algorithms and concerns about false-flag players. Tine Thygesen, writing for Forbes, added that in addition to convenient, messaging is “inexpensive, personal and instant.” For businesses, it is also cost-effective.

“Offering messaging in service situations enables a customer service representative to answer questions pertinent to the purchase decision and give personal and timely response to time-critical questions,” according to Thygesen. “As the nature of messaging communication is to-the-point, it is much less time consuming than phone calls, also because they are able to communicate with multiple customers at the same time.” Increasing numbers of consumers regard direct messaging as an important service for brands to offer.

The immediacy of messaging matches well with mobile devices, which increasingly is the platform consumers use to engage with brands. Marketers can take some heart that messaging relies on direct contact, not fresh content.

“Messaging has arrived,” Sellberg advises brands, “and it’s time to determine how to leverage it to your business’ advantage.”

 

The Face of News Media Keeps Changing

Newspapers continue to decline while more readers get their news via mobile devices, which has pulled advertisers into new platforms and still-emerging forms of advertising content.

Newspapers continue to decline while more readers get their news via mobile devices, which has pulled advertisers into new platforms and still-emerging forms of advertising content.

We may be trading dominance by communications conglomerates for dominance by a handful of gargantuan technology companies that are emerging as prime arbiters of our news feeds.

Given the recent flap over Facebook’s censorship of certain trending news, that could be a growing concern, rivaling worries over the likes of Rupert Murdoch’s influence over what is considered news.

It is no secret that newspaper circulation has continued to dive as many print publications have struggled to cash in on their digital siblings. But it has gone relatively unnoticed that eyeballs tracking the news have shifted so dramatically to Google, Facebook, Yahoo, Microsoft and Twitter – with $40 billion in digital advertising trailing along.

Microsoft’s $26 billion purchase of LinkedIn puts it alongside Google, Facebook and Apple as digital platforms intent on creating bubbles that users never have to leave to do their work, share information, network with friends or potential employers, be entertained and view the news.

According to the Pew Research Center's 2016 State of the News Media report, 2015 was the worst year for newspapers since the Great Recession. Circulation dropped 7 percent, advertising fell 8 percent and newsroom staffing shrunk 10 percent.

Michael Barthel, a Pew research associate focusing on journalism research, speculated, “Coming amid a wave of consolidation, this accelerating decline suggests the industry may be past its point of no return."

Meanwhile, TV and cable news operations held their own, thanks in part to a long and lively presidential primary season with lots of candidates and SuperPacs. News podcasting and live streaming are experiencing audience growth, but not revenue growth. If there is good news, they also are not cannibalizing traditional radio listenership and revenues, Barthel says.

Mobile devices are gobbling up audience attention and attracting more ad bucks -- and Google and Facebook are raking in the lion's share. The transition is more rapid than some may realize, with mobile advertising now outpacing advertising geared for desktop devices.

The question begged by the mounds of data in the Pew media report is “So, what does it all mean?” For one, it’s clear people appear more, not less interested in the news. They are shifting where they get their news, which is pulling advertising to new places and creating a demand for different types of advertising. But there is no promise current trends will persist. They may just be dog legs to the left on a course that is inexorably going into a water hazard on the right.

It seems obvious there is increased channel segmentation and a sharp divide in the news viewing habits of younger and older adults. But where does that lead? In an age of videos and visuals, why are audio-only communications picking up steam?  Will cable TV news retains its appeal after the November election? Would TV networks and stations have benefited as much by a more traditional contest such as Hillary Clinton versus a candidate like John Kasich?

Local TV stations have been buoyed by the buzz and business bump of morning TV shows, which feed into national news TV shows. Even evening TV news shows, which have been stretched over a range of “getting home” times, are prospering or at least holding their own. But how is this sustainable when younger adults no longer tune into traditional TV?

Media trends have a remarkable ability to mirror general societal trends. They show, as Pew reports, that people still thirst for news, but are willing to gravitate to different platforms and non-traditional sources to find it. Apple and Yahoo aren’t permanent emplacements. They can be as temporary as yesteryear must-sees, such as “Laugh In” and “Dallas.”

One thing is clear. In times past, all people could do is complain about the faults of their local newspaper or the bias of TV networks. But there is a lot more to fret about today when it comes to the news.

Getting into the Swing of Social Networking

Need a reason to be on social networks? Look at a 2-year-old manipulate an iPad.

My grandson, Hudson, who just turned two, looks as if he were born with a tablet in his hands. He knows how to use the screen to scroll and shift pages. He understands how to activate a program or game. He intuitively realizes the iPad is his electronic gateway to a world of interesting stuff.

If you think this is just idle child's play, consider that 5-year-old grandson Hunter is using an iPad app to draw up plays for his midget flag football team. Or 6-year-old Ava who creates her own characters and stories on an iPad.

These kids aren't closeted away. They run, play and scream all day long. They go to school or pre-school. The iPad isn't their life. It is just a life tool they use as if by second nature.

I'm old enough to remember the kvetching that occurred when television overtook radio as THE medium for news, entertainment and family circles. TV wasn't the same. Maybe, in retrospect and in light of some of today's offerings, it wasn't even better. But the transition was real. People with radios started watching television.

Interestingly, the introduction of television forced a rethinking of radio, which remains strong today, just in different, segmented forms. The advent of the worldwide web is causing the same disruption of television as it caused radio. Adjustments were necessary. That's why late adopters need to get over their qualms and plunge into social networking.