Rereading Alliance Digitale's latest Drive to Store barometer, it occurred to me to ask this simple question: why isn't messaging already being used on a massive scale for drive to store?
In fact, the statistics clearly show several pain points in current marketing approaches, which are crucial for brands:
- The marketing levers proposed to hope to reach people are immutably the same as in previous years
- The results are just about right
- The proportion of digital investment devoted to a drive-to-store approach is enormous: over 50%.
- The underlying objectives are scattered: recruiting new customers, increasing the average basket, publicizing an ongoing operation, etc.
So why use traditional social networking and single-function emailing formats again and again? Particularly the latter, whose ineffectiveness in terms of transformation is well known?
Probably because of a lack of diversity in what media agencies have to offer, but also because, as is too often the case, campaigns are approached in a vertical manner: one promo, one campaign, one product, one contact, rather than through the logic of establishing the brand in people's lives.
By switching to a conversational mode, however, it's much easier to multiply the reasons for branded messages, relevant pushes and follow-ups, and to initiate a before/during/after-purchase process that is highly rewarding for the customer and beneficial for the brand.
For example, the SMS format is often overused for a push message. However, a customer who has been informed of a promotion or a nearby store expects to continue this successful conversation in a rich, visual format to which they are accustomed.
The good news is that everything is available today on messaging channels to offer such an approach:
- Click to Whatsapp format from social media posts
- Turnkey functional bricks that can be mixed and matched to create an efficient pathway
- Standardized loading system
- Use case type by business vertical (available from us)
So, if you want to generate real lead gen for a catchment area, or support your customer's in-store purchase, even in a highly targeted way, messaging must be part of your media activation mix. In particular, it makes it easy to onboard local teams who are still too little in charge of the subject (35% only in project management vs. 65% for central teams), even though they know better than anyone else their different audience basins or the tone expected in exchanges with their customers.
With the help of Messaging Me, it's easy to roll out a promotional operation in just a few days that REALLY drives in-store traffic. Qualified traffic that can last longer than the time it takes to make a single purchase!
