Trends Report

Content Marketers Should Use Messaging Apps To Build Long-Term Customer Relationships

Marketers Miss Depth And Relationship Opportunities On The Path To Purchase

July 24th, 2015
Xiaofeng Wang, Principal Analyst
Xiaofeng Wang Principal Analyst
Clement Teo, null
Clement Teo
With contributors:
Frederic Giron , Ryan Skinner , Anjali Bhatia Dhupar , Bill Nagel

Summary

The Asia Pacific (AP) region is a leader in innovative messaging apps. Apps like WeChat, Line, and KakaoTalk are transforming into digital platforms where users interact and trade, giving marketers opportunities to enhance brand affinity. However, many B2C marketing professionals today limit that potential by only focusing on promoting flash sales or discounts. This report will help marketing leaders better align content marketing tactics on messaging apps to the customer life cycle, driving long-term connections that emphasize customer lifetime value.

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