Cardiff digital agency launches WhatsApp channel for marketers

Station Rd, a digital communications agency based in Cardiff, has announced the launch of its own Whatsapp channel for marketing professionals.

The company has created a dedicated WhatsApp stream to share trending marketing and digital trends weekly. Content will be sent directly to the phones of subscribers.

It’s looking to target the growing amount of people using the instant messaging app on a daily basis. As of February 2017, the platform has around 1.2 billion users.

This number is growing 100 times faster than Twitter, making it one of the most important social media platforms in the world. Brands such as  BBC, GE Healthcare, Clarks, Agent Provocateur are using the app to engage with their audiences too.

As well as an expanding user base, research also shows that 70 per cent of all online referrals now come from ‘dark’ social channels. According to Station Road, this suggests that private messaging apps are the most popular platforms for audience sharing.

Lyanna Tsakiris, co-founder of the agency, said that digital technology has had a profound impact on communication and that apps like Whatsapp offer new opportunities for marketers.

“Digital has transformed the way we communicate and messenger apps have seen phenomenal growth over the past few years. Not only are apps like Whatsapp being used globally for private discussions between individuals, groups and brands, but they are extending into other areas of everyday life,” she said.

“For example, China’s WeChat allows you to not only have private chats, but you can do just about anything on it, including play games, send money to people, order food, read the news, book a doctor’s appointment, and more.

WhatsApp has become a key resource for the company. It’s not only using the app in client marketing and content strategies, but also as a form of team communication.

“They’re certainly something that you can’t ignore no matter what industry you work in as they’re an effective channel allowing you to communicate directly with a captive audience,” added Lyanna.

“We’re seeing high engagement and response rates from it as a communications channel and not only utilise WhatsApp as part of an overall marketing strategy for client activity but as a form of team communication.

“This means we tend to get faster responses and sign off on activity without getting bogged down in email, so this was the obvious next step for us.

She continued: “As far as we are aware, there are currently no other marketing agencies in Cardiff using Whatsapp in this way.

“As an agency we are always looking for ways to make life easier for our clients and the wider Station Rd community and the introduction of our own Whatsapp broadcast channel is just one of the many developments at Station Rd with a view to continually improve our services for all.”