I’ve just started to receive emails from an organisation that develops WhattsApp
marketing campaigns for data controllers. They’re so keen to explain that it's
the latest “cost-effective
way to drive more business. With 96% open rate and 10 times response rate than
emails, WhatsApp marketing appears as the new game changer. WhatsApp is
the best mode for text messaging because: WhatsApp is free, runs on any mobility
platform, is used by
millions worldwide, and supports
text, audio and video.”
The
blurb breathlessly continues: “Our WhatsApp marketing campaigns are customized
as per your business needs. You can now broadcast your business text message to
your targeted customer base wherever they are. Direct and efficient messaging
like never before. Whether you want to increase your business or willing to
attract new prospects, our WhatsApp marketing plan will help you to do so.
Let's develop a professional brand identity with WhatsApp.”
The
blurb almost mentions the privacy issue: “Our WhatsApp bulk messaging plans are
meant to communicate your business message to highly targeted group who are
interested in your business. Our bulk messaging plans are backed with range
tools to track and manage your message campaigns.”
But,
given the extremely low cost of sending WhattsApp messages, I wonder how long
it will be before the less privacy-minded organisations embark on direct and
intrusive marketing campaigns that will make me question the utility of the WhattsApp platform for messaging in
general.
Given
the wide range of other communication platforms in current use, our WhattsApp
chums are going to need to monitor these WhattsApp marketing initiatives pretty
carefully, in case they irreparably tarnish WhattsApp’s (current) great image.
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