As whatsapp is the most popular mode of sending messages other than SMS which is used by around 70% of the Indian population. In every single day, around 50+ billion messages are sent via Whatsapp.
Due to the excessive use of whatsapp, the business advertisers choose the whatsapp marketing channel to grow their business. In this way of marketing one single message is sent to as many contacts in just one single click, which makes it an easier task for marketing.
It has become as a central tool in the modern election campaign. Whatsapp provides a direct and personal communication channel to transmit the data and to influence the audience’s behavior. One of the key advantage of whatsapp marketing is that it provides the two-way real communication at a time. It helps or encourages the ordinary way of mobilization.
Through whatsapp there is chance of misinformation or manipulation of the data which makes it a challenge for the election campaigns, so the campaigns must be aware and ensures that the data is accurate and they should actively detect the false information spread.
To make the communication more persuasive, the app’s multimedia facilities offer the usage of videos, photos, GIF’s, or voice notes. The whatsapp encryption provides the privacy which ensures and builds the trust among the audience or voters. To campaigns should also be aware of the information they send to the audience that, it should not be related to their religious beliefs or it must not contain any other linguistic barrier, as it promotes personalization in the content.
In conclusion, using whatsapp marketing can result as a powerful tool for the election campaign but only when it is used effectively and ethically. Use of the whatsapp media it can influence the audience on the large scale, as digital media offers the growth more significantly.