According to the report "Digital 2024: Brazil", 93.3% of Brazilians between the ages of 16 and 64 spend an average of 24h14min per month on WhatsApp. We are talking about quite an audience that communicates daily with people and companies, exchanging information and conducting business.

Organizations, in turn, upon realizing the power of WhatsApp, have started to enhance interactions with customers on this platform, but are they truly harnessing the full potential that the app offers?

Marketing campaigns through the app are still very generic, and for this reason, they end up not receiving the due attention from consumers, in a movement very similar to what has already happened with direct mail (who remembers that era?), marketing emails, and SMS messages.

Also read: How to engage customers and measure results with WhatsApp Business

In this article, we will explore the possibilities that WhatsApp offers its users and discover how it is possible to count on AI to achieve even better results.

Personalization of campaigns via WhatsApp

In a scenario where the market is becoming more niche and consumers are more demanding, disseminating information, services, and products that do not resonate with the needs and lifestyles of these people is a pure waste of time.

Companies that promote the same campaign to their entire customer base and that still use the same language and appeal for everyone not only fail to generate leads but risk receiving an “opt-out” from these potential buyers.

This highlights the importance of knowing the mailing list and the behavior of this audience well. With a unified view of customers, it is possible to personalize content for each profile and send it via WhatsApp, according to the stage in which the contact is in the buying journey.

More efficient interactions generate engagement, increase consumer satisfaction, enhance the experience with the company, and strengthen the relationship so that the customer is always receptive to future interactions.

Also read: How WhatsApp data reveals insights into consumer behavior

WhatsApp Monitoring to Generate Business Intelligence

Proximity, practicality, and accessibility make WhatsApp the main communication channel between companies and customers; it is necessary, however, to understand how to transform message interactions into real sales.

A consistent marketing strategy presupposes an omnichannel approach, where virtual and physical environments are utilized to collect customer data, while WhatsApp initiates conversations based on this information.

Personalized communication promotes a positive approach to the lead, but if there is no monitoring of this interaction, important data may go unnoticed. It is through conversations with the consumer that we can better understand their behavior, their perception of brands, products, and services, identify the best moments for interactions, and also recognize areas for improvement, among others.

Also read: WhatsApp for retargeting in e-commerce

Today, this supervision of conversations with customers on WhatsApp is already a reality, thanks to machine learning resources and artificial intelligence used by Zapper, the first solution in Latin America for the intelligent monitoring of corporate messages.

The platform monitors WhatsApp accounts and devices used by the company simultaneously and identifies among the registered keywords conversations that require greater attention or review. When these dialogues are detected, a notification is issued to the manager who can intervene immediately if necessary.

All content, whether in the format of text, image, audio, or video, is stored in cloud for an indefinite period for future consultations and also to minimize the risk of leakage of sensitive information, as required by the General Data Protection Law (LGPD).

After this stage, the platform can also generate reports with personalized analyses to direct the corporation's marketing strategies or contribute data to other departments.

Also read: Turn data into decisions with the help of WhatsApp

By leveraging intelligent solutions to explore the opportunities for interaction, relationships, and business that WhatsApp offers, companies can delight customers with tailored service for different personas. It’s Zapper’s technology contributing to the prosperity of businesses!

Click here to schedule a demonstration of the tool.