How to use messaging apps in your marketing strategy

More than ever, online marketers have more reasons to apply messaging technology to engage their customers. This is especially true for those in e-commerce and online retailing.
Research data continues to show us that the time spent on messaging apps is steadily increasing, with no vision whatsoever. Around 70 percent of online referrals are at the time of sharing with dark social platforms such as messaging, email and private browsing.

The use and performance of these platforms is not easily accessible, let alone measurable, but sufficient in proportion to online interactions to make us take notice.

Early adopters have already started blazing a trail for the rest of us. Let’s see how they are using the latest messaging technology to market themselves.

Most popular apps

Major messaging apps will vary by region. According to, while Facebook Messenger has a lion share of 62% and 60% of smartphone users in the UK and the United States, Japan has 72% of smartphone users in LINE respectively. In Germany, it is WhatsApp, with 77% of the messaging app market among smartphone users, while WeChat has a monopoly with 84% in China.

Marketing-friendly messaging

1. Using Bots to Make Shopping Easier

Facebook’s business on Messenger allows businesses to reach customers through its popular messaging app. Consumers can choose to receive information about their orders through Messenger, contact online retailers directly for product information, and receive prompt answers. Some of the first brands to take advantage of the business on Messenger include Everlane and Zulli.

KLM provides its passengers with the facility to obtain all flight documentation and travel information, such as booking confirmation via messenger, check-in reminder, boarding pass and flight status.

A mobile messaging app, Kik launched its own bot store in April 2016, and gained traction with its users. Sephora, H&M, The Weather Channel, and Vine are just a handful of launch partners.

2. Make Checkout Easier with Payment Messenger Apps

In 2015, Snapchat launched Snapcash, a virtual wallet app.

Meanwhile, WeChat joined forces with the Western Union, allowing US-based WeChat users to send money to nearly 200 countries and territories.

It cannot be carried forward, Facebook has already been processing peer-to-peer payments for a few years, first integrating the feature back into 2015 in Messenger.

3. Go full-throttle with in-app purchases


accounts, manage doctor appointments, and even That all are able to apply for a mortgage. WeChat App

4. Engage your customers through public chat to keep your customers in your heads

Sticker collections by brands are also available for download. An example is the game day collection from Miller Lite.

Adidas uses WhatsApp to build hyperlocal communities, narrowing the gap between members around the world. Members get access to news, events, brand ambassadors, essentially “adidas speed philosophy, first sharing and being on the guest list”, according to Adidas Football, Florian Alt’s senior director of global brand communications.

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