How brands can utilise messaging apps without annoying their customers | Mumbrella360 video

From privacy concerns to chat bots, messaging apps present a whole world of hurdles for marketers to overcome. But with 4.5 million Australians actively using some form of messaging app every day, failure is no longer an option.

In this session from June’s Mumbrella360 conference, The Works and On Message owner Douglas Nicol presents the results of a study into the messaging app habits of 2,500 Australians.

“Amazon, Google, Facebook, Apple – they all want a piece of this action where our lives are inextricably linked to our technology. That is fantastically worrying and fantastically exciting at the same time,” Nicol says.

“Messaging apps are an encrypted one to one platform, they are not a platform currently where you can buy paid advertising. It’s a platform where we need to think fundamentally differently about how we engage people.”

The study revealed that messaging apps have seen a 32% increase in primary users year-on-year to 4.5 million Australians. The statistics also reveal that messaging apps aren’t simply used by the youngest age groups, with 64% of 35 to 44-year-olds using a messaging app compared to 68% of 15 to 19-year-olds.

Messaging apps are the types of notifications Australians are most likely to leave on, with 78% of people leaving the messaging app notifications on, compared to just 28% for news.

Of all the conversations made on messaging apps, 92% are one to one, with users typically engaging in around five conversations at any one time.

Nicol points out that since conversations are so intimate, brands must practice caution: “Be careful what you do as a brand with that medium, because it potentially is highly intrusive if you employ the marketing tactics of the past.”



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