Public Relations & Social Marketing Insight

No communication channel is hotter these days than chat apps, but they are also among the hardest for marketers to tap.

To help brands address this opportunity, London-based startup BetterBrand this week announced its initial product, a chat app marketing platform. At the moment, CEO Asaf Amir told me, the platform is available as a managed service, although it will be released as a self-service cloud platform within a couple of months.

He added that it will be the first self-service marketing platform for multiple chat apps that is not tied to a specific industry or platform. Other chat services, he noted, include travel industry chat service Pana, enterprise-focused Kore and Imperson, which is designed for character-based bots on specific apps...

Slack is different. Being always-up-and-always-on, it keeps the state of a conversation saved and searchable, so you can go back to any message, at any point in time. This has changed the way our team conversations look like. From heavy-boilerplate dialogs, to something that resembles a single, continuous thought, gradually being developed over time.

No additional ceremony, no going back and forth. Just that, a directed thought flow, starting from a single idea, and developing over time. No wonder why agile teams like ours, previously appalled by the idea of spending time writing memos, dev logs, reports, using project management tools, etc, so happily adopted Slack....