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Estimates in studies such as the “GlobalWebIndex Flagship Report 2020” They show how important the conversation with customers is.
In the face of inflation and reserved consumer spending, strategic communication will be essential.
There are cases of how brands have had to close due to a bad strategy of how to talk to the consumer.
A specialist in marketing warns that channels like WhatsApp and instagram will be total to generate sales in inflation during 2023so that to talk to the consumer It will be toral to consolidate sales and consolidate brands.
There are studies like the “GlobalWebIndex Flagship Report 2020” where it is recognized that among the main international reasons in the world to buy online, 14 percent of consumers surveyed do so because they can enter chat rooms and talk with the company.
There is a unique value today more than ever for the communication of brands and to the extent that they manage to adapt it to the consumer, in that proportion will be the success in sales that they achieve.
Talk to the consumer in 2023
WhatsApp,Instagram Y Google Business Messages They will be the channels through which you will have to communicate with the consumer to increase your sales, at least that is the forecast of Andres SnitcofskyCEO of cliengo.
The manager points out that in the midst of inflation, automation will be key in sales, because the consumer has more expectations of interacting with botscausing areas such as Artificial Intelligence to determine the needle of businesses from red numbers to a balance in favor with profits.
“In general, consumers want the highest level of service, and in the case of e-commerce and digital contact channels, they expect an immediate response, regardless of the time or type of query they make. Hence the importance that conversational marketing tools and the use of chatbots are taking on”, explains Snitcofsky when talking about the importance they have WhatsApp,Instagram Y Google Business Messages.
Communication with the consumer through digital tools has brought about the value of the interaction between brands with consumers. When successful, investment in AIthe marketing conversational, the chatbot and automation are a safe path, but when they are not, a mistake leads to brands even offering their business in sacrifice, just like It occurred with the mark vocamxwhen your community manager verbally assaulted a consumer who was asking for information about a garment that the store sold, for which the store offered to close.
We reported the case in May 2021, when the CM of Vocamx, a store specializing in the sale of designer t-shirts, was unable to answer the questions about size that a consumer asked him before making his purchase, so he ended up attacking her with profanity.
When the fact was revealed on social networks, the brand issued a statement in which it regretted that the poor service got out of its control due to the lack of follow-up to the project, for which reason they announced actions against the person in charge of social networks at that time and With this, they announced the closure of their operations, arguing that they did not have the quality products and services that customers deserve.
Investment in marketing will be key in 2023 to face inflation and consumer discouragement in spending. There is money, but only intelligent strategies will manage to co-opt it.
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