WhatsApp marketing is evolving into content marketing 

The still very recent implementation of a ban on the newsletter function on WhatsApp requires a complete change in the previous concept of messenger marketing. From now on, communication must change from a one-sided to a dialogical model, contact must be established 1: 1 or alternative messengers must be used to send the newsletter. Precisely because users want to be informed about product information, innovations and more via WhatsApp, you should keep using WhatsApp as an advertising and retargeting channel. How exactly – we explain that to you here!

WhatsApp marketing – using the messenger service as a content marketing instrument

The messenger service WhatsApp was recently used very successfully for marketing and especially for retargeting customers. With around 2 billion users, no coincidence. The regular sending of newsletters and company news in particular is a worthwhile option for companies, as this is a free, yet efficient way to meet and convince potential buyers on a very personal level. So far so good. The massive sending of news recently also led to increased production and distribution of fake news, which even influenced political decisions such as voting behavior. WhatsApp is therefore now stopping sending newsletters – from now on, retargeting will only take place in the form of 1: 1 communication. But no worries!

WhatsApp Marketing – Alternatives for Newsletters

On the one hand, you can still reach your customers via newsletters – just no longer via WhatsApp. Alternatively, however, the classic e-mailing of newsletters is still an attractive way to keep customers up to date and thus maintain their loyalty and interest in buying. You can also use other messenger services to send newsletters:

• Telegram: This provider was able to establish itself as the safe and independent alternative after Facebook took over WhatsApp. With over 200 million users, Telegram offers access to a large target group and the business function means that newsletters are still available.
• Apple Business Chat: The pre-installed messenger service works for all Apple devices – i.e. iPhone, MacBook, tablet and Apple Watch. The functions here go beyond simply sending newsletters. Even when searching in the Safari browser, Spotlight, Siri or Apple Maps, registered companies can be notified directly via a button via business chat. Even payments with Apple Pay can be made through this channel. The only requirement for use is the provision of customer services in addition to the one-sided sending of news and product information.
• Facebook Messenger: Alongside WhatsApp, Facebook’s messenger service is the most popular across Germany. The dispatch of newsletters is still possible here, but changes are also planned here from January 2020. The sending of push notifications, i.e. the mass sending of newsletters, will then only be reserved for News Page Index (NPI) registered media companies.

A general turning away from the usual push marketing towards a more individualized pull marketing or conversational marketing is in sight. In addition to alternative providers, we would like to explain other interesting strategies and potentials for retargeting with WhatsApp.

Alternative use of WhatsApp: push to pull

Direct conversation between just two parties is the new mantra of WhatsApp retargeting. For this it is of course important that you know your target group very well and address them to a high degree individually. It is also advisable to strongly filter a target group in order to only reach customers who are actually interested. Involvement and commitment are the key words here.

The timing of the time and day of the week, the tonality and number of messages, the form of the content, the format and the length of a text are also decisive for the success of your retargeting measures. 

Dark Social Strategies for WhatsApp Retargeting

So-called dark social content strategies are ideally suited for display and retargeting using WhatsApp. Dark social stands for exchange processes or channels that are difficult to track or analyze based on data. Therefore, the potential of these channels is often undetected and unused.

With the right use, however, a wide range of users can be reached. Brands therefore have the opportunity to establish and consolidate themselves extensively and sustainably with the help of dark social content.

However, brands must be placed implicitly, messengers are not sales channels, so product advertising is not accepted here. Rather, you need a clever strategy to fill the communication between users with your content bits. It can be very useful to use existing communities, to identify and specifically address interest groups or to found new communities that could be the target group for your product. It is particularly important to adapt the content to a high degree individually, to convey it in a dialog and to pay attention to the private space of the users when addressing them.

You should also be aware that tracking your activities is impossible or difficult and therefore you have to wait patiently for results or changes in terms of leads, conversions, etc.

Finally, it can definitely be stated that with the end of WhatsApp newsletters, a new era of messenger marketing begins – be among the first to take advantage of this development and establish yourself against the competition!