Conversation Media Marketing - Sweet Spot For Brand Marketers
Updated: Jun 30
Communication has always gone hand in hand with technology
From smoke signals to mails and then to emoji’s we have come a long way.
There have been many significant revolutions when it comes to communication like telegrams or telephones. But the Internet followed by Social media has changed things forever.
There is no doubt that the rise of social media brought one of the biggest changes in the way we express ourselves. It brought the person to people approach to the common man that was earlier limited to actors, politicians, and traditional media.
Currently, there are more than 4.33 billion social media users. Advertisers are obviously impressed by the sheer number of social media users and see this as a bright opportunity.
But at the same time brands are getting lost amidst the never-ending data floods that the internet sees today. Even if users follow their favourite brand they are most likely to skip over their post if users don’t explicitly search for them.
350 million photos are posted per day on Facebook alone. 50 billion photos have been uploaded on Instagram so far.
There is no doubt that social media has been instrumental for brand marketing and raising brand awareness especially for the proverbial “early birds”. And it still brings conversions.
But social media platforms are poured with an unfathomable amount of data.
Marketers find it harder to reach the audience. Even when they do reach the audience converting them is difficult because of our short attention span and audience getting frustrated due to the sheer numbers of ads they see in a day.
And some of these advertisements follow them around the internet which has made users paranoid and sceptical of social media platforms as well.
As a result of this scepticism, marketers are trying to reach users without spooking them off. One way to do this is by becoming a part of their conversation without being intrusive.
This has given rise to a marketing Platform that marketers are calling Conversation Media Marketing - where users are the brand ambassadors.
Did you know that 70% of people drink the same tea as their parents? Why is this fact relevant? We trust the brands endorsed by our loved ones and the people we know. The oldest trick in marketing was the person to person marketing after all.
And like other things in life, the future of Marketing will also come full circle with the new concept of Conversation Media (emojis, stickers, memes, gifs) with organizations like Holler, Snapchat, and Bobble AI as the pioneers.
Brands that are known for their marketing like Nike and Disney have also been incorporating Conversation Media Marketing as a new content marketing strategy.
Snapchat has successfully allowed brands to become a part of users online journey for quite some years now. Ralph Lauren a luxury fashion brands introduced a clothing line on Snapchat allowing users to dress up their BitMoji avatar in Ralph Lauren merchandise for free.
Although conversation media marketing is not a new thing it is still uncharted territory for a lot of brands.
Why Conversation Media is the way to go?
52% of people discuss shopping in messaging. Imagine your brand popping up as they do so.
People are still selective with who sees their posts and content. And about 60% of the content is shared via messaging.
69% of people share humorous content online. When your brand becomes their way of communication it will make its place in the back of their minds. Considering how viral meme culture is, it will be a great opportunity for marketers to increase brand awareness.
Reasons why Conversation Media Marketing should be a part of your marketing strategy
Right now there is a massive surge of brands on social media platforms like Instagram and Facebook, conversation media platforms don't have that right now.
So your brand can get the "early bird" benefit. And will not have much competition.
Almost all conversation media platforms like Snapchat, GIPHY, Holler, and Bobble AI understand consumer emotion using AI algorithms.
These platforms provide users with fun, sharable, branded content that doesn't disrupt their time online but rather enhances their conversations.
As mentioned earlier, you will be a part of conversations shared with users by their loved ones, giving an automatic sense of trust to your brand.
Being a part of this digital era can be overwhelming for both brands and users. But in this era of overflooding posts, Conversation Media Marketing can help brands develop the personal connection that users long for.