Brands and marketers have predictably not been far behind. Several have already successfully tapped into Snapchat, Mayo brand Hellman’s has used WhatsApp to distribute recipes. Some apps, such as WeChat, are also turning into marketing platforms themselves, integrating services and payment functionalities which can serve brands well.
“Messaging apps are morphing into marketing and e-commerce platforms,” said Thomas Husson, Forrester’s principal analyst of marketing and strategy. “For brands, it won’t necessarily be about ads, but about mixing content and context in a relevant way.”
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