In a recent study conducted by Infobip, which analyzed over 470.000 billion interactions on its platform, shocking global trends in business messaging were revealed. This study highlighted that 90% of companies already opt for chat apps to send their support messages, with WhatsApp consolidating as the dominant digital channel for communication between brands and users.
The research from this mobile messaging study emphasizes significant growth in conversational messaging channels, driven by the demand from customers for greater connection with brands. Messages through mobile apps have increased by 137%, social media by 73%, and chat by 63%, marking the dominance of conversational experiences in the customer journey through marketing, distribution, and customer care.
WhatsApp remains at the forefront as the essential digital channel for conversational marketing, benefiting from new features that allow for completing purchases directly from the app. However, RCS (Rich Communication Services) is emerging as a strong competitor in the marketing realm.
The study also highlights the effectiveness and efficiency of conversational customer care, with brands diversifying their channels to include Messenger, Viber, and Line, registering considerable increases in their usage. Conversational Artificial Intelligence (AI) is beginning to personalize customer support and service, with examples like Megi Health Platform and the insurance company LAQO, using virtual assistants and Azure OpenAI, respectively, to offer fast and personalized services 24/7.
Ivan Ostojić, CBO of Infobip, states that we are witnessing a rapid expansion of conversational experiences in areas such as marketing, sales, and support. The future seems to lean towards widespread adoption of interactive AI, with companies integrating different chatbots and AI algorithms to optimize the customer journey.
Although SMS continues to be a priority channel in corporate communication, it is now used in combination with chat apps, demonstrating a shift in companies’ communication preferences.
The report highlights regional differences, with Europe leading in RCS adoption, Africa and Asia Pacific showing strong growth in conversation channels, and Latin America and North America experiencing significant increases in Viber usage and enriched messaging, respectively.
This shift in customer experience towards conversational messaging and generative AI is transforming how people and brands interact, offering a promising landscape for innovation and personalization in business communication.
via: Infobip (https://www.infobip.com/messaging-trends-report)