As an IMC graduate student and digital marketing professional, I have learned and fully internalized the importance of understanding and integrating mobile messaging in the overall marketing strategy. I share with you two articles that expand on the impact of mobile messaging apps worldwide.
Latin America has also proven to be a tremendous market for mobile messaging apps. The makeup of these platforms has proven to perfectly satisfy sociocultural needs.
After reading these two articles, I have three action items every digital marketer should consider for their next integrated marketing strategy:
1. Discover Usage - Learn what apps your target markets are currently utilizing
2. Target Effectively - Learn how your target markets are utilizing these apps (i.e., what features, what purpose, time of day, day of the week, overall usage frequency, etc.)
3. Determine ROMI - Determine how the use of these apps could enhance your digital strategy and return on marketing investment (ROMI). Understanding market penetration and usage patterns will be critical to forecast engagement and conversion performance.
There is no question mobile messaging is a worldwide phenomenon that represents a huge opportunity for marketers. It will take a concerted effort to understand the technologies, social patterns, and potential integration to the current digital marketing mix.