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Silicon Valley giants are battling over the future of mobile messaging and practitioners are watching intently as they jockey for market share on the bleeding edge.
Brand marketers are increasingly using Facebook Messenger bots for everything from selling prints of old photos to movie tickets.
Meanwhile, Apple is in the process of tweaking its iMessage platform, while Google has been readying Android Messages for the wider adoption of Rich Communications Services.
Email and SMS are still the dominant channels for campaigns and advocacy groups. But email deliverability continues to decline, with now roughly 30 percent of messages hitting spam folders. And some practitioners argue there are growing flaws with SMS.
“SMS is the place to start in October 2017 if you just want to start doing messaging, but the list of cons, arguments against SMS, is growing,” Michael Sabat,