Selling and marketing in messaging platforms

In the era of digital communication, messaging platforms have revolutionized the way businesses connect with their customers. Gone are the days when there was only one or two ways of getting in touch with a merchant (or vice versa). While traditional means are still being used, there are now a myriad of ways of engaging and interacting with customers. More importantly, of course, is in the new ways of selling and marketing through digital communications, specifically in the use of messaging platforms.

In the Philippines, messaging platforms abound, however, we have the top two most used platforms where a lot of selling and buying are also happening. These days, messaging platforms are not just used to connect and stay in touch with family and friends but rather it is also an effective way of acquiring and retaining customers in the process. The best part is the customer need not leave the app which depends, of course, on the customer experience technology capabilities you embed in the marketing campaigns in the process.


Why is it important to consider this way of selling? The real-time response just cannot be ignored, and the instant communication it brings adds to the customer experience that fosters a sense of immediacy. This instant connection strengthens the customer-business relationship, enabling businesses to provide prompt support, answer inquiries and address concerns, all of which contribute to a positive customer experience. Secondly, enhanced engagement and personalization are two things that are not to be missed as well. One messaging platform even notifies you which contacts are celebrating birthdays today — essentially a very useful piece of information for your marketing campaigns. In this case, messaging platforms provide businesses with the ability to engage customers on a more personal level. Interactive features such as stickers, emojis and multimedia content allow for creative and engaging communication. By leveraging these features, businesses can capture the attention of their audience and create memorable experiences. Additionally, messaging platforms enable businesses to personalize their messages based on customer preferences, purchase history or demographics, resulting in higher engagement rates and a stronger connection with customers.


Today, many businesses use these platforms to acquire and reach customers. However, there are still opportunities to improve this to ensure that the customer experience becomes a two-way street. Here are some strategies that you may employ in selling and marketing on messaging platforms:

Building a strong brand presence. Establishing a strong brand presence on messaging platforms is essential for successful selling and marketing efforts. Businesses should optimize their profiles with relevant information, including company details, product descriptions and links to their website or online store. Consistency in branding, such as using the same logo and visual elements, helps create brand recognition and familiarity. By presenting a professional and consistent brand image, businesses can instill confidence in customers and increase their likelihood of making a purchase.

Creating engaging and relevant content. To capture and maintain customers’ attention on messaging platforms, businesses must create engaging and relevant content. Messages should be concise, compelling and tailored to the target audience’s interests and needs. Visual content such as images or videos can be used to showcase products, demonstrate their features, or tell a story that resonates with customers. By focusing on content that provides value and resonates with customers, businesses can increase customer engagement, foster trust and drive sales.

Implementing targeted campaigns. Messaging platforms offer businesses the opportunity to target specific customer segments with personalized campaigns. By segmenting their audience based on demographics, interests or previous interactions, businesses can tailor their messages and offers to match the preferences of each segment. Targeted campaigns allow for a more personalized approach, increasing the chances of converting leads into customers. Additionally, businesses can use data analytics and customer insights to refine their targeting strategies, ensuring maximum impact and effectiveness.

Encouraging two-way communication. Messaging platforms should facilitate two-way communication between businesses and customers. It is crucial for businesses to encourage customers to not only provide feedback, ask questions and engage in conversations but more importantly to respond quickly and immediately if the customer is interested in the product or service being promoted with the corresponding call to action. By enabling this capability, customers can truly experience the power of digital communications when their activities and to-dos are made easier and quicker.


As businesses continue to penetrate messaging platforms in selling and marketing to customers, it becomes imperative to understand how essential and important it is to provide a response mechanism to enable a two-way, real-time and instant engagement with the customer. Without this, a one-way communication will almost always translate to a lost opportunity and waste of resources given the many touchpoints that the customer will likely end up going through just to get the product or service being offered. This kind of capability is already available and will not only give your business new customers but will also likely gain advocates in the process.

Kay Calpo Lugtu is the chief operating officer of Hungry Workhorse, a digital and culture transformation firm. Her advocacies include food innovation, nation-building and sustainability. The author may be reached at