Interactive messaging is new paradigm for conversations, commerce: exec

A executive at the MMA SM2 Innovation Summit 2016 stressed the need for brands to leverage interactive messaging – such as chatbots, instant applications and messaging platforms including WhatsApp – to foster conversations with consumers and drive commerce.

During the session, “Crossing The Mobile Chasm: The Void Between Apps and Bots,” the executive highlighted four upcoming areas in technology – messaging platforms such as Facebook Messenger, the advent of chatbots and artificial intelligence, instant or micro apps and real-time mobile interactions. Using these technologies will help a brand maximize its return on investment and maintain customer retention.

“It’s the convergence of these four technologies that will really transform the way businesses reach customers across the entire life cycle,” said Phil Gordon, president, founder and chief product officer of

Read full article here.

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