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Innovation chapter download: Finding the future in unlikely places - messaging apps & chatbots

Chapter messaging & chatbots: Innovation in Magazine Media 2017-2018 World Report (Innovation in Magazine Media 2017-2018 World Report)

The editors of FIPP's Innovation in Magazine Media 2017-2018 World Report take a look at how to engage audiences on the messaging apps and chatbots where they now spend most of their time. 

Chatbots and messaging apps will address consumers' personal and professional needs and interests according to John Wilpers, editor of the eighth annual Innovation report. 

With the novelty of trying out new apps all but gone, into the void come chatbots. In 2016, nearly half of all US smartphone users downloaded no apps at all. Only 13 per cent of US smartphone users accounted for more than half of all app downloads. And less than 25 per cent of those who did download an app actually went back to their new app the next day, according to Appboy, a provider of mobile marketing software. Bu the end of the first week, retention dropped to 11 per cent. 

Neither the web nor bespoke native apps offer media companies the same kind of connection messaging apps do. Wilpers looks at the barriers and opportunities for content creators and advertisers, including a run-through of successful chatbots and popular bots as well as how to measure chatbot success.

Download the Messaging Apps and Chatbots chapter from Innovation

The Innovation Report is written for FIPP every year by Innovation Media Consulting — a global consultancy helping publishers succeed in the digital age. The report author is John Wilpers, senior director of Innovation Media Consulting. 

Join Wilpers and Juan Señor at the FIPP World Congress in London (9-11 October) where they will present a deep-dive tour of top media innovations around the world. 

Download the Messaging Apps and Chatbots chapter from Innovation

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