Direct messaging allows companies to grow influence among key fans rather than buy it, and Adidas has taken notice by making WhatsApp central to their marketing strategy.
- Since 2015, Adidas has used the messaging platform to connect with key demographics, give exclusive access to new drops, and turn small-scale influencers into salespeople.
- Messaging apps are becoming the dominant mode of communication on mobile devices, with messaging app users +12.1% YoY as of 2019.
- WhatsApp allows marketing to be conversational instead of transactional.
- Brands must understand and respect the social conventions of private messaging platforms if they are to successfully use this mode to connect with consumers.
Full Digiday article