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Powered by Vonage and Cue, the Customer Engagement Mixer in Cape Town explored the reasons behind WhatsApp's success in customer engagement.
In South Africa, meeting customers where they are means embracing WhatsApp, the preferred channel for communication. By 2020, approximately 96% of internet users in South Africa had adopted WhatsApp, making it the second-highest country in terms of WhatsApp adoption, just behind Kenya at 97%.
WhatsApp’s dominance is underscored by its remarkable 98-99% open rate, far surpassing traditional email, which has an open rate of 5-25%. This isn’t just about impressive numbers; it reflects a fundamental shift in engagement strategies. WhatsApp delivers up to 10 times more effectiveness and boasts an extraordinary 40-60% click-through rate.
Brands are increasingly leveraging WhatsApp to share digital catalogues, launch referral campaigns, and harness the potential of Click to WhatsApp Ads. Integrating WhatsApp into marketing strategies allows for personalised, timely, and impactful interactions that can significantly boost revenue.
Globally, 72% of consumers prefer engaging with personalised WhatsApp marketing messages, and 85% are keen on timely, proactive communications from brands. Engaged customers generate 51% more revenue compared to inactive ones.
By combining WhatsApp with advanced customer engagement platforms, businesses can achieve a comprehensive view of their customers. This strategy not only enhances retention and loyalty but also drives meaningful customer engagement.
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