Messenger Marketing: la prossima frontiera per la crescita aziendale

The modern life of population is characterized by the extensive use of mobile technologies, high connectivity and wireless communication technologies, which have completely changed the way people communicate, the way they do shopping and, in general, the way they experience the world. The objective of this research is to explore the new form of mobile marketing, namely messenger marketing, and analyze the way it can be used to grow a business by establishing and maintaining tight relationship between companies and its customers. Messenger marketing is an attractive area for research because of its relative novelty, explosive growth, and potential applications. This work provides basic knowledge of mobile marketing which is currently in extensive use by marketers, explains what is messenger marketing and how it works, analyses its key advantages and weaknesses; reviews and then investigates the top instant messaging applications, offers insights into how messenger marketing can and should be used to establish relationship with the customers, to increase sales and to turn customers of a single purchase into loyal customers.