When online shopping through social messaging has become a new norm for Vietnamese customers during and after the pandemic, business messaging (BM) is increasingly becoming more omnipresent, and no local business wants to miss out on the trend.

Business messaging refers to messaging channels over which brands and customers communicate with each other. The key objective is to connect with customers over their preferred channels for marketing, sales, or customer support and deliver an effective customer experience

According to recent research by Meta, Viet Nam has the highest rate of BM adoption among the surveyed countries, with 73 per cent of Vietnamese consumers surveyed using BM to reach out to businesses.

About 40 per cent of Vietnamese consumers mentioned they have increased how often they chat with a business. One in three Vietnamese consumers surveyed chat with businesses at least once a week.

On the other hand, over 70 per cent of businesses surveyed consider BM extremely crucial to their business.

Conducted in seven countries in the Asia-Pacific region, the research revealed five significant findings about BM: conversations between businesses and consumers never stopped building after the pandemic; BM has transformed business and has multiple applications across industries; BM adoption is gaining traction beyond small enterprises as a new channel for large companies; BM is essential to a future fit in online commerce and customer experience, and Meta Platforms hold an advantage within the messaging space.

Meta's BM value proposition lies within the 'Discovery to Consideration and Re-engagement' in an online experience.

Before "The Future Of Messaging For Business Is Here" event on August 3, Meta shared with businesses and brands research on consumer behaviour post-pandemic, as well as applications of BM by companies in diverse industries and the latest innovations and solutions on Meta platforms to help businesses achieve their business goals through BM.

Meta also introduced three new features to help businesses improve business efficiency, namely E-wallet on Messenger, Recurring Notifications, and IG Direct.

"With the rising popularity of BM, Meta wants to help businesses in Viet Nam achieve their business goals through a diverse ecosystem and integrated solutions across platforms. Meta recommends that businesses identify the purpose of using BM and include it in their marketing strategy," said Khoi Le, Country Director of Meta in Viet Nam.

In addition, businesses should use third parties to deploy technical solutions related to BM to develop this business model most effectively, bringing high conversion rates and meaningful engagement," said Le.

The online event is also an opportunity to connect businesses with Meta's ecosystem (from products to partners) to help companies achieve their business goals through business messaging.

At the event, Meta will honour businesses, media partners, and technical partners (providing services including chatbots, automation, and sales management via conversation channels) for their success and dedication to Meta platforms over the past year, as well as announce the Messaging for Business Award 2022. — VNS