The demand for immediacy is one of the most important consequences that the emergence of new technologies brought to the relationship between brands and consumers. The relevance of social networks in the communication strategies of advertisers was the first notice about Jamaica Phone Number List the demand of audiences to establish connections with organizations in which the speed and proximity of response set the tone. This phenomenon evolved at the same time that new interaction platforms were born that rewarded interaction in real time, added to privacy and the construction of private communication networks.
In this sense, it is no secret to anyone that instant messaging applications currently play a leading role in the communication habits of audiences, a trend that will continue to grow with significant long-term development expectations. EMarketer estimates indicate that the penetration of this type of platform among mobile users worldwide will register a relevant increase, going from 25.2 percent to 43.3 percent between 2014 and 2019. If we talk about the general population, it is estimated that in the In the same period, the increase will go from 14.8 percent to 29.1 percent. This situation will radically change the communication strategies with which the brands hope to remain in the same communication channels as consumers. Instant messaging apps propose much more intimate dialogues that, if properly capitalized, can result in the initiation of strong long-term relationships with the consumer.
However, the change in behaviors and habits of users of social interaction platforms seem to make it difficult to control efforts to monitor social media efforts if it is considered that instant messaging platforms are one of the main sources of dark social. According to a recent RadiumOne study, 69 percent of what is shared online globally belongs to the category of hard-to-track information, while in Europe the percentage stands at 59 percent and in Phone Number List North America it is as low as 77 percent. In this same sense, eConsultancy reports that e-mail is the main source of dark social, followed by the use of instant messaging applications such as WhatsApp, Facebook Messenger or Snapchat. Thus we speak of an evolution of the concept of advertising, where strategies will be increasingly required to be useful in the eyes of users rather than just informative, a phenomenon that will involve changes both in the conception of brands and in the business structures that they support them.