Are Group Messaging Apps A Good Choice For Marketers?

Mobile Marketer asked me whether group messaging apps are an effective tool for brands.  Here’s what I told Chantal Tode:

“Savvy marketers like Macy’s, MillerCoors and others use text messaging for both reach and to build a one-to-one relationship that has valuable remarketing opportunities.

“The mere idea of a group app eliminates the means to personalize communication and offers. Marketers are succeeding through relevant exchanges, not group messages that can feel like impersonal blasts of information.

“I see these apps as niche at best.”

For more of my comments and the entire story, please see