DIGITAL MARKETING: Instant messaging
You probably think of instant messenger (IM) as an informal communications channel mainly used by teenagers - and you would be correct to do so. But despite limitations, a growing number of B2B marketers are finding innovative and effective ways to use it.
The story so far
IM began in the mid-1990s. Since then, a succession of additional functions have been added: the ability to send files and photos, offline messaging, the introduction of icons, group chat, webcams and interactive features such as games.