While marketers are consistently exploring original and innovative tactics to engage consumers, building a narrative via messaging applications is shaping up to become a staple marketing tactic,
but the focus needs to be on personalization. Brands such as WetSeal, Universal Studios, Clarks and the Insidious film franchise have all dabbled in in-app messaging to engage and excite
social media users, proving the method is an effective strategy in alluring consumers, especially millennials. These brands have pulled in a substantial amount of younger consumers, a demographic that
is hard to placate, with personal approaches through messaging platforms.
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