According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being dropped from 12 seconds in 2000 to 8 seconds in 2013. Positively engaging with customers has become more of a challenge for marketers and brands and enterprises have turned to Instant Messaging (IM) and SMS as an effective way of attracting and holding customer’s attention.
The ubiquity of smartphones combined with the additional benefit of larger screens, has also led to inventive ways of using IM. A variety of formats such as videos, images and audio files can be used to enhance promotional or informational content such as polls, competitions and coupons.
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