Mobile messaging: what can it do for your brand?
Forget asking if mobile messaging apps work and instead ask, as a brand, are you making them work hard enough? Richard Spencer provides some examples of brands getting it right.
Messaging mania has taken over the world. Once a simple service for exchanging text messages between users, messaging apps have evolved into expansive ecosystems connecting people with brands, merchandise and content – eclipsing many social networks for engagement. The question is, do they really work for marketers?
Well, that depends on how you use them. 
Two of the biggest messaging apps, Facebook Messenger and WhatsApp (also owned by Facebook), don’t offer advertising features. Instead, unlike traditional advertising channels, they encourage conversations between people and brands.
Among the first brands to try the platform was Absolut Vodka, who used WhatsApp to launch the brand’s Limited Edition Absolut Unique collection, a range of four million uniquely designed vodka bottles.
