Dentsu and Meta Partner for WhatsApp Business Customer Relationships Solution
Dentsu became the first global agency network solution provider for WhatsApp Business, after announcing a global partnership with Meta. For WhatsApp, the company’s encrypted messaging platform, Dentsu will supply customer relationship management solutions. First launching in the UK, the partnership adapts to the changing ways in which consumers interact with brands, allowing businesses to provide more customized services and build stronger relationships with customers. Users of WhatsApp Business will have access control over who can access their accounts, as well as analytics and optimization tools provided by Merkle, Dentsu’s customer experience management subsidiary.
Partnership for customer relationship management solutions
Dentsu and Meta have partnered to drive innovation and experimentation, resulting in significant improvements for their clients. The partnership is based on Dentsu’s three-way satisfaction in business, people, and society activities, or the Sanpo Yoshi principles. Every week, more than 200 million WhatsApp Business users use the platform to create hyper-personal, social, and conversational connections between brands and consumers. Dentsu’s clients will be able to further customize their customer engagement strategies to support their service, commerce, and loyalty experience journeys thanks to this innovative integration. With the help of its media, creative, customer, and data capabilities, Dentsu hopes to drive people-centered transformation and enable end-to-end business messaging solutions.
Read More: Dentsu India Appointed As BharatBenz’s Integrated Communication Partner
Dentsu’s Proprietary Web Platform
Dentsu has developed a proprietary web platform for customers to manage all access to their accounts, allowing for streamlined access to WhatsApp Business. Through its Merkle brand, Dentsu offers an end-to-end managed service that includes creation, analysis, and optimization. By providing seamless customer journeys across media, customer engagement, and service, Dentsu is enabling businesses to capitalize on the enormous engagement and conversion potential of this channel. Through the Meta family of apps, the partnership uses experience and recent developments in AI to jointly develop first-to-market media and brand activation products and solutions.
Here’s what they said
Angela Tangas, UK&I CEO at dentsu said,
Customer-brand communications are in the moment and increasingly conversational. It needs to be easy and brands that embrace conversational experiences will be well-positioned to thrive. Our relationship with Meta is focused on helping brands achieve deeper engagement and value with their current and prospective customers, a critical enabler for growth. Launching a WhatsApp conversational solution, builds on our commitment to creating seamless E2E experiences. This enables brands to establish stronger, more relevant, one-on-one connections with customers, fostering trust and enhancing service experiences in the process.
Derya Matras, Meta VP of Northern Europe Middle East Africa added,
For people and businesses across the world, WhatsApp is a great place to get business done. We’re looking forward to seeing how dentsu brings the power of messaging to its customers around the world so they can accomplish more right within a chat.
Read More: Aalap Desai, Ex-CCO, Dentsu Creative India Launches TGTHR, a full-funnel ad agency
Let’s Understand The Vendor Landscape Of Identity Resolution Platforms.
What is the Identity Resolution Platform?
Present-day, marketers are facing immense challenges to keep a record of their customers. Due to the increase in the number of smart devices per user, it’s getting hard to track users activity. These days each user or consumer is using at least two to three smart devices for their usage. These smart devices include mobile phones, smart television, laptop, desktop, smartwatch etc.
To make sure the user gets the best user experience and user interface, marketers must keep a track of its users’ habits and path on the internet. Marketers and brands use Identity Resolution Platforms to resolve this issue.
These platforms keep a track of user habits with the help of their IP, MAC, phone number, email, cookies etc. Therefore, with the help of these platforms marketers and brands can provide better-personalized services to their customers.
Vendors of Identity Platforms provide services to a wide range of organizations. The consumer of their services can range from a giant(Pvt. Ltd.) company to budding Startups.
Business Identity resolution platform market is filled with large data-firms, credit reporting companies and many pure-play platforms. Identity resolution platform skill in the market community is provided by coincidence, and not by choice or a stand-alone feature.
The biggest boom in the Identity resolution platform came between the years 2017-2018. During these times, four vendors collected an approximate Of $40 million with 6 sponsorships.
However, in 2019 and 2020(first-quarter), vendors were gearing-up, by adding new features and integrating those features to their Identity resolution platform capabilities. Therefore, the financial graph was low as compared to 2017-2018.
However, LiveRamp, an identity resolution platform, in 2019 was growing fast and doing Mergers and acquisitions. It purchased an authorization administration platform “Faktor” in the month of May. However, LiveRamp never disclosed the purchase amount
In the month of June, it acquired another firm “Data Plus Math”. Data Plus Math is a T.V promotion calculation firm. LiveRamp paid $150 million for the purchase of “Data plus Math”.
Dentsu Aegis Network acquired 4Cite Marketing in January 2020. 4Cite Marketing is a technology developer-centric to the identity of people.
Experian, Oracle and LiveRamp, all public-owned companies are giants in the field of Identity resolution. However, Merkle, Valassis, Neustar and Acxiom are either owned by worldwide agencies or by private equity enterprise.
There are private owned start-ups related to pure-play identity resolution which are using venture capital stakes to enhance their marketing platform. These companies include FullContact, SmarterHQ, Signal, Throtle, and Infutor. They are small in staffing and structure. They use this fund to further enhance their staffing and do R&Ds.