Te ao o te tere o te mahi: 40% o ngā kaupapa a Meta e kawe tika ana i ngā kaihoko ki a WhatsApp

E ai ki te Pūrongo Pānui Mamati hou a te kamupene, ko ngā pānuitanga Pāwhiritia-ki-WhatsApp, he āhuatanga Meta Platforms e kawe tika ana i ngā kaiwhakamahi ki tētahi kōrerorero WhatsApp, e tohu ana i te 40% o ngā kaupapa whakatairanga i runga i ngā papaaho pēnei i a Facebook me Instagram. E whakaatu ana ngā raraunga meta ko ngā otinga karere pakihi (rautaki me te whakamahinga o ngā papaaho karere inamata) e whakaputa ana, i te toharite, i te 62% neke atu ngā arahi i ngā hongere tuku iho. Mā tēnei ka whakamārama he aha i tīmata ai ngā kamupene ki te kite i a WhatsApp hei wāhanga o te tukanga hoko, ehara i te mea he hongere ratonga kiritaki anake.

"I a koe e panuku ana i te mata o tō waea, ka kite koe i ngā whakaahua, i ngā purongo, ā, ka kite ohorere koe i tētahi ratonga e whakatairangahia ana, e tata ana ki tō kāinga, he pāwhiri noa iho. Hei kōrero ki te kamupene mō ngā utu, te wātea, me te whakaritenga, pāwhiri noa ka tīmata te kōrero, me te kore e hiahiatia kia tiakina te nama waea. Ā, koinei anake te painga tuatahi o tētahi āhuatanga Meta e wātea ana ki ngā kaiwhakamahi WhatsApp Business: Kua mutu te noho noa a WhatsApp hei wāhi pātai. Kua waiho hei wāhi whakauru hokohoko, hei taputapu tohu arataki, hei pokapū hanga whanaungatanga," te kī a Mateus Miranda, CIO i IRRAH Tech, he kamupene Brazilian kei te ao whānui, e arotahi ana ki te whakawhanake i ngā otinga mō te whakahaere whanaungatanga kiritaki.

Neke atu i te 70 miriona ngā pakihi kei runga i te WhatsApp Business, ā, ka kitea e Click-to-WhatsApp he wāhi hei tūhuratanga whānui i roto i ngā whanonga a ngā kaiwhakamahi: i te toharite, e 19 hāora ia marama ngā kaiwhakamahi e ipurangi ana i runga i te taupānga, ā, e 72% o ngā kaihoko e pai ake ana ki te whakawhitiwhiti kōrero mā te karere (i waenganui i te kiritaki me te pakihi).

Ehara i te mea ko te whakatakotoranga anake te pānga, engari ko te ōhanga o te haerenga. Ko te toharite, kua rēhitahia e ngā kaupapa Click-to-WhatsApp te ROAS (Return on Ad Spend) tae atu ki te 2.8 ngā wā teitei ake i ngā tauira tuku iho.

"Kua poto te haerenga. Kāore e hiahiatia ana e te kaiwhakamahi te tirotiro i ngā whārangi, i ngā puka, i ngā pāwhiri maha rānei. Ka kite rātou i tētahi mea, ka hiahia, ā, ka tīmata tonu i tētahi kōrero. Ko te tikanga o tēnei he iti ake te moumou pāpāho, ā, he nui ake ngā tahuritanga i roto i te hongere tonu," te kī a te tohunga.

Ka hurihia te arorau whakahaere e tēnei whakapoto. I mua ko te whakaputa i te hunga e toro atu ana ki te ratonga, ināianei ko te whakarite me te whakanui i te ratonga e puta mai ana i tēnei taunekeneke tika. Ko te pānga o te Click-to-WhatsApp e puta ana i roto i te huinga o ngā āhuatanga e toru: te iti o te waku, te tere o te urupare, me te kaha ake ki te tohu i te kaiārahi. Ka kaha ake a WhatsApp nā te mea ka whakatata atu i te wā e hiahia ana ki te kōrero ki te wā kōrero.

Te wāhi e mutu ai te mahi

Ka taea e te rautaki Click to WhatsApp te whakaputa hua pai rawa atu, nā te tata me te tere o te whakapā atu ki te kiritaki. Heoi, i te piki haere o te maha o ngā kōrero, ka puta he wero nui ki te whakahaere: te pupuri i te kaha ki te whakautu, ki te whai tohu, me te whakahaere i ēnei taunekeneke me te whai hua. Koinei te wā e kore ai e pai ngā arahi, ka ngaro ngā whai wāhitanga, ā, ka mahi te hongere i raro iho i tōna pūmanawa. "Ko te raruraru kāore e kukume ana i ngā kiritaki, engari ko te tukatuka tere me te mohio i tēnei tono," tana whakarāpopototanga.

E whakamārama ana te tohunga he huarahi pai hei whakatau i tēnei āhuatanga hou ko te whakamahi i ngā hangarau e āhei ai te paparanga whakahaere i runga i a WhatsApp. Kei roto i tēnei ko te whakarite i te haerenga katoa a te kiritaki i roto i tēnei hongere me te hono atu ki ngā CRM me ētahi atu tūāpapa, me te whāinga ehara i te mea ko te whakautu anake engari ko te kohikohi me te tuhi i ngā mōhiohio.

"Ehara i te mea ko te aunoa noa i ngā whakautu, kei te kōrero mātou mō te ratonga kiritaki atamai me ngā tuhinga o ngā kōrerorero, ngā whakamutunga, me te hanga whanaungatanga mō ngā whakahohenga a meake nei.".

Ka taea te hanga i ngā mea katoa i runga i ngā otinga hangarau atamai, pērā i a Dispara Aí mai i IRRAH. Ehara i te mea ko ngā whakautu whānui, engari he tukanga tohu whai hanganga, e ai ki te Upoko o te kamupene. Ā, ina riro i te tīma hokohoko te mana whakahaere, kua rerekē kē te horopaki: ka tae mai te kaiārahi me te horopaki, kua tuhia tōna hītori, ā, nō reira he nui ake te tūponotanga o te tahuritanga.

Ka kitea te pānga tika i roto i ngā mahi. Ka tīmata ngā kamupene ki te mahi me ngā tīma hiroki ake, he iti ake ngā mahi, ā, he nui ake te matapae i ngā hua. Kāore he puka, kāore he aronga anō, kāore he ngaronga o te horopaki. Ka tomo mai te kiritaki, ka kōrero, ka whakatau i roto i te taiao kotahi.

"Kei te whakakorea e mātou ngā wā taupatupatu i whakaarohia i mua he mea noa i roto i te tukanga hoko. Ka whakaitihia te wā whakatau, ka whakapiki ake hoki i te tere kati," tana kī. 

Ko te mahi e whai ake nei mō te mākete, tāna tāpiri, ko te whakahaere i a WhatsApp hei wāhanga o te mahi pakihi. "Ehara i te mea ko wai ka whakaputa i te nuinga o ngā pāwhiri te whakataetae. Ko wai ka whakautu pai, ka whai tohu pai ake i ngā arahi, ā, ka huri i ngā kōrerorero hei moni whiwhi ka taea te ine.". 

E ai ki ngā whakatau tata a te mākete mō te wā i waenga i te tau 2025 me te tau 2027, e matapaetia ana ka whakakotahi a WhatsApp Business i a ia anō hei tētahi o ngā puna moni matua a Meta i ngā tau e haere ake nei, ā, tera pea ka neke atu i te US$15 piriona te moni whiwhi, nā te pikinga ake o te whakamahinga o te hongere e ngā kamupene.

Kei te rite tonu tēnei tipu ki te tere haere o te whānui haere o te turanga kaiwhakamahi umanga: ko te tumanako ka eke te maha o ngā pakihi hohe i runga i te tūāpapa ki te 100 miriona i te tau 2027.

He aha te mea ka whai ake? "Ko te mahi e whai ake nei ko te huri i ia kōrero hei wheako ahurei, tata tonu ki te matapae. Ehara i te mea ko te whakautu tere anake, engari ko te whakautu tika, i te wā tonu," tana whakaaro. Kāore ia e whakakore i te tūponotanga ka mutu ngā kōrero i roto i te whakatau ki te hoko tuihono. Ka taea e ngā pūnaha atamai te matapae i ngā hiahia me te tino tika, me te whakaaro i ngā huarahi me ngā tuku i mua i te whakapuakitanga a te kiritaki i tētahi kōrero tuturu.