The Missing Connection Between Consumers And Brands
ADWEEK|October 1, 2018

Messaging may be the key.

Jackie Pimentel

When was the last time you woke up saying, “I’d love to chat with my insurance company?” That probably hasn’t happened.

Messaging with a business is not the same as messaging with a friend. You’re not reaching out to your cable provider to send them the latest meme or tell them about that funny thing that happened last night on the train. You have a problem or a question, and you want it taken care of. So, how do businesses use messaging to be conversational but not intrusive? How do they provide utility for people while also driving results for their brand?

This shouldn’t come as a surprise, but the answer lies with your customers. When thinking about your messaging strategy, it really comes down to digging into why people are messaging your business in the first place and how to maximize the personal connection you make with your customer.

So, why do people want to message your business?

USE IT AS A SALES CHANNEL

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