Recent research from LiveWorld reveals that brands remain somewhat puzzled about the best way to use two-way conversation tools other than email. In fact, 48% of brand marketers surveyed by the firm in April 2017 felt that social media, chatbots and messaging apps were solid tools to engage with customers, deliver personalized messages and start individual conversations.
Or, in other words, more than half of marketers don't feel that way.
Marketers have so far used messaging apps, in particular, for customer service—55% of respondents said so. Fewer respondents (43%) used them for marketing purposes, and even fewer (27%) did so to put a shine on the customer experience.