Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Marketers Remain Confused About New Messaging Tools

Less than half feel they know how to use these tools to engage with customers

Brands have long had digital communications channels to interact with customers, such as email. But the recent emergence of chatbots and messaging apps has provided them with even newer tools, replete with their own benefits and drawbacks.

Recent research from LiveWorld reveals that brands remain somewhat puzzled about the best way to use two-way conversation tools other than email. In fact, 48% of brand marketers surveyed by the firm in April 2017 felt that social media, chatbots and messaging apps were solid tools to engage with customers, deliver personalized messages and start individual conversations.

Or, in other words, more than half of marketers don't feel that way.

Marketers have so far used messaging apps, in particular, for customer service—55% of respondents said so. Fewer respondents (43%) used them for marketing purposes, and even fewer (27%) did so to put a shine on the customer experience.


Meanwhile, just 14% of marketers had used messaging apps for sales, an interesting outcome given how successful email has been in helping to drive conversions.

LiveWorld also found that Facebook Messenger ranked highest among marketers it polled, while China's favorite messaging platform, WeChat, was a distant second place.

For many marketers, messaging apps don't provide a clear enough utility to warrant an investment. Some 58% of respondents said messaging apps simply weren't a priority for their organization. But a lack of in-house expertise in using them was also named as an inhibitor by a majority of those polled.