There is increasing number of smartphone users,
which is expected to increase to around 2.5 billion
by 2017 from the 1.3 billion users this year. No
wonder advertisers are pushing to get into
Whisper, Line, Tango, WhatsApp, and Snapchat,
among others to send their mobile brand messages
to the market.
It wasn’t long since advertisers were able to adapt
to Twitter, Facebook, or Tumblr. Now, they have to
convince their clients to invest in the emerging
mobile messaging trend too. But it is challenging
enough to use Facebook as advertisers are accused
of violating the users’ privacy. It’s even more
challenging to use Whisper, where users are in it
for broadcasting secrets, or Kik, where users try to
meet friends and strangers, or Jelly, where users
are trying to get feedback.
Even DDB Worldwide, which is used to using the
latest creative marketing areas, has only tried safe
ads, such as six-second videos on Vine or
disappearing messages on Snapchat.
They said that their clients are still in doubt about
how these emerging mobile and social media
platforms would pay off. They think that every
dollar invested on these mobile brand messages is
money taken away from proven effective platforms.
A uniform strategy can’t be used on the mobile
messaging apps either. Their users are also looking
for entertaining content, not ads.
However, marketers can’t totally take their hands
off these new apps, considering how
helpfulFacebook has become to advertisers.
Marketers are looking forward to how these
smartphone messaging apps would become
effective marketing platforms in the near
If you don’t want to be left behind, discuss with a
marketer how to join in this trend towards using
mobile brand messages too! This might work in
reaching out to the young users of mobile and
social media services.