Hubspot APAC marketing director James Gilbert has spruiked Facebook Messenger as the next frontier for marketers during Hubspot’s annual Grow with Hubspot Inbound Marketing and Sales Masterclass.
According to Gilbert, messaging apps are set to be the way of the future with the big four apps attracting over four billion users monthly.
So, what’s caused this popularity?
For Gilbert, consumers are using mobile devices more than any other.
He said, “Browsing a website on your phone sucks and filling in a form on a website on your phone sucks… you can book an uber, scan a code to pay for a meal, hire electric scooters all through this single messaging app”.
Over time download rate on businesses has decreased and message apps are on the rise.
Looking at the average consumer’s phone, there would likely be apps from only a handful of companies, and yet despite this, consumers are increasingly seeing more messaging apps.
Historically, companies have been spending more on social media spends but research is proving that the consumer is spending more and more time on messaging apps.
So, why wouldn’t we start to shift our marketing spends from social media to messaging apps?
With over 2.4 billion messages exchanged and 70 million business pages Facebook’s messenger seems to be an untapped resource that offers basic details and a 24 hour connection to your consumer.
Hubspot has disproved the myth of consumers not wanting to engage in conversation with a business in messenger or alike apps.
With key uses such as lead generation, event notification, customer service, e-commerce and nurturing opportunities, are messaging apps where brands and marketers should be spending their budgets?
Keep an eye on the Hubspot space on 7 August for more discussion on the topic.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
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