Q&A: Mr Green's Heather Cooper talks mobile messenger marketing
The operatorâs head of strategic marketing discusses the opportunities of WhatsApp, Facebook Messenger and Snapchat
EGR Digital Marketing (EGR DM): What trends are you currently seeing with regards to marketing on mobile messenger apps?
Heather Cooper (HC): We’re witnessing the evolution of a new customer support channel. Customers are increasingly turning to using mobile messaging as a way of getting a solution to a problem – whether by sending a tweet or a message on Facebook directly to the company. Quick responses are expected; Facebook, for example, is judging and publicising a businessâs ability to do this by adding “Typically replies with XX hours/days” to businesses pages. Thus, it’s time for organisations to ponder how can we provide a superior, near real-time experience through replies on mobile messenger apps?
EGR DM: What are some of the current difficulties and do you see this changing at all?
HC: The initial challenges are in finding solutions for integrating these new channels into existing customer communication structures, from assigning the right resources to monitor and respond, to integrating with CRM tools. As these channels continue to evolve and constitute increased percentages of overall inbound contacts, I see them becoming seamlessly aligned with more traditional customer support channels.
EGR DM: Will WhatsApp ever provide a marketing opportunity if it remains ad-free?
HC: Definitely. Since the start, WhatsApp’s founders vowed to keep advertising off of its platform, so it’s no surprise that this was emphasised by the CEO at the DLD conference in Munich Germany this month. However, the value in these messaging apps is not in display-type ads, but in having the ability to genuinely connect and engage with customers on a one-to-one basis. WhatsApp is taking similar steps to Messenger by introducing business accounts and B2C services that will allow customers to easily connect with brands through the platform. After that initial contact is made by the customer, an approach that bridges support and marketing will prove to be key for marketers.
EGRDM: Which apps do you think currently offer the biggest potential to egaming marketers and why?
HC: Facebook’s Messenger App is an opportunity to start exploring this mixed realm of customer support and one-to-one marketing. Also, adding Snapchat to the marketing mix is a potentially more relevant way to reach the younger generations, especially the 18-24 age group.
EGR DM: Are there any non-gaming companies which youâve seen do particularly well in marketing via mobile messenger apps?
HC: A great example of that highlights the real potential of these apps is how Disney used the Facebook Messenger account of Miss Piggy to promote “The Muppets” TV series. Working with the Israeli company, Imperson, they scripted over 6,000 responses that were input into a chat-bot engine to provide real-time replies to fans from a sort-of AI-version of Miss Piggy herself, with some of the chats lasting up to 20 minutes.
With customers flocking to mobile messaging apps, itâs going to be important to consider infrastructure for handling these messages so that businesses can provide users with the same experience that they get from their friends on the platforms – real-time feedback. Knowing that challenge, automation and AI become integral to the future of support and marketing.
EGR DM: Given the demographics of messenger apps, do you think these products have the potential to overtake social media in the future?
HC: I see them as an extension of social media. The social newsfeeds provide messaging ranked by algorithms of time, engagement and relevance – a dose of information and updates likened to reading the morning paper. Whereas, the messenger apps provide the advantage of one-to-one, real-time interaction, where positive experiences can become big wins for businesses.