Brand-Consumer Conversations: Mobile Internet Messaging and Paid Chat as MarCom tool
Published on Jan 1, 2020in Research Papers in Economics
Messaging through mobile apps has become the most preferred communication method in recent times. Messaging apps have surpassed social networking apps in monthly active users. This changing digital behavior of consumers is shaping mobile messaging apps as a new face of social media and thus presenting huge opportunity for brands to leverage this new media platform. This paper attempts to explain the mobile phone-based messaging, analyses alternative mobile messaging platforms and opportunities for brands for consumer engagement on these platforms and explores the idea of conversational marketing. It presents a brand -consumer conversation approach that may leverage the consumer messaging behavior and also provide an opportunity for messaging apps to monetize their platforms. It has implications for practices and provides future research directions.