Consumers prefer private messaging with brands

Someone texting with a smartphone.
Consumers prefer private messaging with brands
Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

60% of EU customers and 51% of US customers prefer messaging over email or phone calls as they believe it is faster and more convenient.

This is according to a study by Spectrm, a marketing platform businesses use to automate one-to-one conversations with consumers on messaging channels.

The State of Social Conversational Commerce report surveyed 1,726 consumers: 780 from the EU and 946 from the U.S. with the purpose of better understanding their experiences messaging with brands, if messaging led to them purchasing a product, their thoughts on privacy and data collection, and more.

Max Koziolek, CEO of Spectrm, said, “We found private messaging has a profound impact on brand affinity and sales, more than most marketers may be aware. While conversational commerce has been growing in popularity for a few years, many brands limit their conversations only to chatbots on their websites. Our report’s findings shed light on why this is the wrong way to think about conversational commerce. Instead, consumers want to engage with your brand in the same way they’re already communicating with their friends: through private messaging on Messenger, Instagram DMs or WhatsApp.”

Other key Findings include:

  • 81% of EU respondents and 78% of US respondents said they would be comfortable giving preferences to a brand in a private and safe way, to receive a more personalised experience.
  • 67% of EU respondents and 52% of US respondents have messaged with a company on Facebook, Instagram or WhatsApp.
  • 53% of EU respondents and 43% of US respondents have clicked on a Click to Messenger ad.

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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