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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.