Analysing and harnessing the potential of wahtsapp marketing in context of Indian business

Abstract

Whatsapp has grown its base to 390 million users in India, founded in 2009 by Brian acton and Jan Koum. While initially, it came out as a messaging app for people to connect with their near ones on the go, the rapid rise in internet penetration and smartphone penetration has opened up avenues for potential uses. Understanding the sentiments, Whatsapp introduced the Whatsapp business app. Similar to the original Whatsapp app, it aims to connect businesses with their current and potential customers. The features have been exploited for a long now, and the result and impact of the users have varied a lot from industries and customers. With businesses looking for innovative ways to reach out to their customers and focusing on cutting the transaction costs per revenue earned, Whatsapp marketing is emerging as a forefront runner. With a click, businesses can reach out to their customers with customized messages. Thus, it helps achieve both the goals, i.e., increasing awareness about one's products/brands and driving more sales.