In times where digital communication has become the backbone of business interactions, companies are allocating a significant portion of their resources to conversational marketing. What is the reason behind this investment strategy? Data revealed by recent studies provide us with a clear perspective on this phenomenon.
According to NTT Data’s “Digital Marketing in Latin America 2024” study, the business landscape is undergoing a marked transformation:
67% of companies are allocating between 10% and 20% of their budget to tools that strengthen their conversational marketing. This increase in digital investment is reflected in a significant growth of 31% to 40% in investment in digital strategies from 2023 to 2024.
What is most notable is the diversification of the industries that are leading this shift. The consumer and banking sectors are at the forefront, with a determined commitment to digital marketing, allocating up to 60% of their budget to this crucial area.
However, despite the growth in investment, the study highlights that many companies are still at a nascent stage in terms of digital maturity. Only 28% of companies have clear strategies and defined KPIs. This underlines the urgent need for a wider adoption and effective implementation of these strategies, but above all, the need for the support of suitable suppliers to carry out the best practices of the conversational marketplace.
Tecnológico de Monterrey’s analysis highlights the fundamental role that conversational marketing plays in generating revenue for companies. 68% of the companies surveyed considered it a very relevant tool in 2023. This positive perception is largely due to the ability of conversational marketing to improve the customer experience and strengthen the company-customer interaction.
WhatsApp: why should companies adopt conversational marketing strategies?
The answer lies in the very nature of conversational marketing: it facilitates agile, real-time, two-way communication. Today, customer experience is the cornerstone of business success, and conversational marketing provides a platform for resolving queries, providing information about products and services, and improving the overall customer experience.
WhatsApp is, in this context, the dominant platform in the implementation of conversational marketing strategies, followed by other not so widely used services such as Messenger and SMS. Chatbots, meanwhile, are gaining relevance as an essential complement in fast and effective interaction with customers.
The benefits of conversational marketing are evident in several key areas: from sales conversion to customer loyalty. 67% of companies are allocating between 10% and 20% of their budget to tools that reinforce this strategy, demonstrating their commitment to continuously improving the customer experience and driving business operations.
Conversational marketing is consolidating its position as an indispensable tool for companies. Its ability to improve customer interaction, drive sales and strengthen the brand makes it an essential element in the toolkit of any company seeking to stand out in a competitive, customer-centric market.
How much is your company investing in conversational marketing? Are you really taking advantage of the potential of WhatsApp Business? Just click here now for those who need help to take the first step or browse our blog to know the cases of implementations we are already doing for companies that want to grow through the most valuable and used conversational tool in the world.
