Instant marketing? Instant Messenger: Using mobile instant messaging apps to boost marketing opportunities

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Mobile instant messaging is a potential avenue for customer service and marketing departments to explore. Yet there are significant issues with the wholesale adoption of MIM apps.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2022), "Instant marketing? Instant Messenger: Using mobile instant messaging apps to boost marketing opportunities", Strategic Direction, Vol. 38 No. 1, pp. 20-21. https://doi.org/10.1108/SD-11-2021-0147