Lowdown: Instant chat

This article suggests that western brands can learn from how brands in Asia-Pacific have used instant messaging services in their marketing.

Lowdown: Instant chat

Nadya PowellMRY

Mention instant chat to marketers in the UK and they will probably think of WhatsApp and Snapchat and, in the same synapse, dismiss them as not right for their brand. And to some extent they're right. WhatsApp, despite being bought by Facebook earlier in the year, is yet to release any advertising products. Snapchat is being used by brands, mostly for sneak peek previews and flash sales, but on a very small scale.

However, one look eastwards and it's clear that ignoring instant chat platforms is foolhardy - Facebook, Google and Twitter have serious...

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