... ignored by businesses.
WhatsApp currently has 990 million users, Facebook Messenger has 800 million and WeChat 650 million, representing large and fast growing addressable audiences.
Despite which, few (if any) major businesses or ad agencies seem to have noticed. The scant marketing conversation going on seems to entirely miss the point: this is not just another place to insert ads.
IM is not an advertising play, it’s a marketing play. It’s a powerful new growth agent for business – a whole new way to think about retail, customer service and how we experience brands.
The promise of IM is that if offers the best ever way to form personal, intimate, one-to-one links between brands and people. Moreover, there are several key unique advantages of IM over phone calls and emails:
- Secure and immediate: Unlike email, snail mail or even phone calls, IMs are a guaranteed way to reach the specific correct single person. Using Touch ID, cameras or facial recognition to unlock phones creates the most secure platform we’ve even known. No more pin numbers, passwords, just frictionless personal, secure service.
- Asynchronous and immediate: Nobody likes waiting for call backs or for slow computers. IM offers both immediate and asynchronous communication, which allows multitasking while the customer services representative investigates. It also allows dropped signal areas to not interrupt calls and means customer services can work with several people at the same time.
- More informative: IM platforms allow messages to include location maps, images, videos, money, attachments and other rich items, which allow a far better conversation.
Read the original unabridged The Guardian.com article.
[Estimated timeframe:Q1 2016 - Q4 2018]
MTT log date:
Jan 24, 2016
All data sources are attributed with links to the original insight. The insight
is then summarised and, where appropriate, enhanced with additional information.