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Messaging Apps for Marketing: Drive Sales With Chatbots or Live Agents

by Peter Friedman  |  
September 21, 2017

We live in an on-demand world: Consumers want a brand to be available in the moments when they need them, for everything from purchase decisions to customer service. Therefore, marketers need to develop messaging strategies that make it easier for consumers to connect, and for the brand to deliver content one-to-one, with regularity.

That's why companies that don't start to support messaging apps run the risk of creating a negative experience for consumers—and having competitors step in to fill the gap.

If you're looking for a way to leapfrog competitors or win market share, a messaging app program—with or without chatbots—is an ideal way to be responsive to consumers as well as to humanize the brand through conversation.

If your brand isn't using messaging with customers, now is the time to start.

The four leading messaging apps (Messenger, WhatsApp, WeChat, and Viber) have more monthly active users among the consumers than the top 4 social networks (Facebook, Twitter, Instagram, and Google+). The most popular social messaging apps serve hundreds of millions of monthly active users. Messenger boasts 1.2 billion users—that's nearly one in seven people on Earth. WeChat, a favorite in China, is nearing one billion users, and WhatsApp has 1.2 billion users worldwide.

In fact, a recent study found that US smartphone users spend, on average, 23 minutes and 23 seconds daily on messaging apps—and that's growing every year.

Enterprise brands need to become more conversational with their customers

One of messaging's strengths is its ability to provide personal conversations and create deeper relationships with customers. Think of messaging as brands and customers coming full circle, harkening to a time before digital commerce or even catalogs made shopping convenient but impersonal.

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Peter Friedman is the founder, chairman, and CEO of LiveWorld, a trusted social media partner to some of the world's largest brands. He is the author of The CMO's Social Media Handbook: A Step-by-Step Guide for Leading Marketing Teams in the Social Media World.

Twitter: @PeterFriedman

LinkedIn: Peter Friedman

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  • by Jon Thu Sep 21, 2017 via web

    Good information, but the real reason why Chatbot works so well in China is that their society relies on the smart phone usage. Local businesses embrace the qr code that connects to wechat, goes on and on.
    So for the U.S. we wouldn't have that much of an impact as China, even though the numbers show that every year there's more people engaging with messaging apps. (True)

    But it won't be a huge impact as China due to different culture and its reliance on the mobile. You can't compare China to US, its like the differences between apples and oranges.

  • by Lauren Sun Dec 17, 2017 via web

    Peter, great post! It really amazes that today the chatbot can adapt the content for each user, choosing the words and tone of the conversation, acceptable to the interlocutor. Chatbot also sends a personalized information, based on the interests of the user: https: // - using chatbots in content marketing is a great trick to get ahead of your competitors!

  • by Anne Bosch Mon Feb 19, 2018 via web

    Very true Peter, I totally agree with you. With Chatbots business organisations can definitely drive sales a lot. Today customers expect instant service 24/7. Today consumers are majorly want to get things done at their convenience.

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