Customer (1) (1) TEXTING : THE GOOD , THE BAD , If utilized correctly, this new tool can further increase click through rates, capture more leads andimprove the level of customer service. Google is used by nearly everyone with an internet connection, so capitalizing on this new messaging tool makes sense across businesses in any industry. A study done by open market on millennials concluded that with 75% of millennials would choose a text-only phone over a voice-only phone. We decided to conduct our own market research here at Gustin Quon, aiming to understand the preferred communication medium when reaching out to a local business. We surveyed women and men between the ages of 18 and 65+ in Canada and the US with the question: T hink about it; how many times have you sent a text and wanted a quick response? You'll definitely agree: we now live in an era where individuals, especially younger generations, value instant gratification and immediate feedback. INCREASE YOUR TRAFFIC Google has now leveraged this trend, launching the ability for users to send text messages directly to businesses from organic results through Google My Business. HOW TO REACH MILLENNIALS HOW TO REACH BABY BOOMERS " When contacting a local business to ask a question or book a reservation… which electronic contact medium would you prefer in lieu of calling?" 15.9% 6.9% 1.8% 1.3% 1.3% 0.5% 28.4% 54.3% Send Social Direct Message Web Chat Phone (+) I Rather Call to Talk to Someone None of the Above (Other Responses) Text Message (SMS) Email Text Message (28%) Email (54%) Across all age groups, our results gathered that were most valued methods of communication. Email 34.1% Ages 18-34 Overall, Millennials are far more open to trying different mediums of communication when reaching out to businesses. Ages 55+ Respondents over the age of 55 were much less inclined to use any medium other than Email. However, our results show that there is still a small percentage of these respondents adopting methods like Web Chat and Social Media Direct Message (1.6% and 11.9% respectively). BE RESPONSIVE Take each message seriously. Use this as an opportunity to tell your brand's story by being authentic - not robotic. Your average response time will be shown right on your GMB card, so make sure you respond promptly! EDIT YOUR NUMBER Not everyone can respond at all times, so editing the receiving number to someone who is available at that moment can optimize response time. You can also turn off this feature during closed hours. CHECK YOUR STATS Not surprisingly, google allows you to track the number of conversations, conversions, and number of clicks. Use this as a benchmark and work to improve these rates. Email 68.2% Web Chat 11.9% Web Chat 1.6% Text Message (SMS) 30.0% Text Message (SMS) 10.7% Social Media Direct 20.3% Social Media Direct 11.9% Phone 3.6% Other 3.7% Social Media Direct 4.0% Respondents in this age group found sending an Email much less desirable than older generations. The younger half of this age group, 18 to 24 year olds, were most inclined to use Web Chat (42.8%) 25 to 34 year olds preferred using Text Message more than any other medium (36.8%). 555-5555 EDIT TAKE A LOOK AT THE DATA THE MONEY &