Penetrating in every gadget or the trend of conversational commerce

    Pessimistic forecasts and surprises in 2014, according to the purchase of  WatsApp by Facebook, did not materialize. Today, using messengers is the right way to bring success to your business, because chat rooms are one of the most effective and selling channels of communication with consumers.

    Taking several facts from history and getting into this topic, it is should to know that for the first time the term of conversational commerce was used by one of the developers of the world-famous Uber application - Chris Messin in 2015. The outgoing hashtag - #ConyCommon, by the way, belongs to him.

    Thus, conversational commerce is a technology that raises sales. Its environment is the digital sphere: the penetration of marketing tools into the already loosened field of communication with the client - messengers and chats.

Disadvantages and advantages

    The interest of both parties in m-commerce technologies is absolutely not groundless, in particular, in conversational communication.

    Well, firstly - it's a very budget option. In the framework of relativity, of course. After all, comparing the costs that other types of advertising require (for example: external, internal, printed, TV, radio, etc.), informing and contacting the consumer in a chat room is much cheaper. Well, or by drawing a more contiguous parallel, how much would have to be paid according to the operator's tariffs for each SMS?

    Secondly - multifunctionality. The evolution of messengers can be easily traced in the example of WeChat: before, users could be satisfied with only free text messages, and now - with a whole set of options (calling a taxi, buying, booking, etc.).

    Thirdly, it is an opportunity to abstract. It's about individual information filtration. Choosing this or that chat, the user narrows the information flow, thereby, leaving for itself the most interesting and useful, unlike, for example, news line of a social network.

    Well, the so-called - advantage in the perspective. Messengers are a huge resource for the development of communication as all. Not just conversational. After all, with such pressure and pace of introducing new technologies, already now, there are a lot of forecasts about the loss of the relevance of the operator’s mobile networks and their services. Will they be in demand if the consumer, having access to the Internet, will have the same opportunities? Will there be such a thing as roaming in the future? Soon, the answers to these questions will become rhetorical.

    Whatever one may say, chats are a virtual space. And this means that there is no need to lay a new foundation or repair the roof  in order to "complete" the new functionality. Therefore, it is possible to make very large bets on the development of this sphere, as resources and opportunities are enormous.

    And now, the reverse side of the coin. Here, at least, two nuances: the issue of security and the lack of universality.

    To date, the developers of messengers still have much to improve on the issue of reliability. For example, Viber, launched the encryption of chat rooms only in 2017. And the fact of the possibility of access to confidential information by special services, too, is not particularly encouraging.

    And as for universality, this problem is extremely clear and concise: a client that uses Viber conventionally can not communicate using the application with the one used by WatsApp, alas.

Statistics and forecasts

    The Econsultancy report tells us that by 2020, 59 percent of companies plan to use colloquial commerce.

    And also, the figures for the increase in users over the past year, which joined the social networks: the Ukrainian audience Facebook grew by 67%, and Instagram - twice.

    By the way, AmoCredit is actively developing another tool for the arsenal of content generation, namely, the Telegram channel. Evaluating the positive aspects of the whole range of functionality that are peculiar to this type of promotion - our team will gladly provide customers with an additional view of obtaining useful information, content and feedback.

    Summing up, it becomes quite clear what purpose the developers for investing such amounts for the development of their media child. Therefore, already now, it is worthwhile to be introduced and developed together the m-commerce. And it does not matter which side you are on, and why you use messengers: to increase revenue or simplify the use of services. Conversational commerce is a compromise technology that satisfies both sides of the communication process.

Back to news list