Give customers the right experience and they will not only like you, but will seek out the platforms your brand endorses.

The era of 1:1 communication between brands and consumers is here, and IPG Media Lab has published their first White Paper on the emergence of messaging apps as the newest space for customer engagement. After Facebook’s $19 billion purchase of WhatsApp, marketers are beginning to take these platforms seriously.

However, the report notes that the marketplace is still relatively small and divided between a few players with very different offerings and distribution. Additionally, popularity of a certain app does not mean it’s the only one used; consumers are fluid, moving between apps as the features suit their needs, often within a single day.

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