How Text Messaging Apps Could Apply To B2B: Marketers Eyeing New Channel To Engage Next-Gen Customers

Messaging applications are a common appliance on smartphones today. Facebook Messenger, What’s App and Slack all play an important role in both personal and professional lives. In fact, a 2017 eMarketer study found that more than three-quarters (76.3%) of the world’s smartphone users use a mobile messaging app. Now, this trend is expanding into the business world as B2B gravitate to quick, authentic engagement mediums as they research new solutions. “We now see eight billion messages being exchanged between people and businesses every month,” said Stefanos Loukakos, Director, Head of Messenger Business for Facebook , in discussing the expanded use of the Facebook Messenger app during Facebook’s annual F8 Developer Conference held in early May. “That is 4X the amount of engagement we reported just a year ago. 2018 is going to be the year of scale for Messenger because developers are building experiences that help businesses drive real business outcomes … It has never been easier to create a presence and build an experience on a messaging platform.” For the B2B ecosystem, messaging apps are just beginning to flourish as a unique way to connect with customers and prospects. As more Millennials take on leadership and key stakeholder […]

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