Will Facebook Messages become an app for email marketing and business communications?

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Since Facebook announced the launch of its Facebook Messages service, which we have already talked about in Puro Marketing, and which allows you to receive messages through different communication channels such as SMS, chat or email among others, many opinions have been heard for and against. But can it be used commercially by companies?

According to Piers Linney, CEO of Outsourcery, “Facebook is not trying to create a new email service but rather a system to centralize all types of communication that directly threatens Google’s Gmail, although it is still too early to tell.


What is clear is that email is beginning to decline, new generations of users are opting for instant messaging, and this launch fits perfectly with these changes.”

Franklyn Jones, EMEA marketing director for Palo Alto Networks, says africa whatsapp number that Facebook will not limit itself to the consumer market with this service, but will adapt it for future use by companies, creating real-time networks with customers, partners and suppliers.

However, Jones has reservations about Facebook Messages becoming the go-to email platform for businesses because of security concerns and leaks of sensitive data that could lead to a lack of trust among customers and consumers, as has happened with other email apps.

Brands that prioritize privacy and transparency will not only comply with emerging regulations, but will also strengthen their reputation and gain a competitive advantage in a market that is increasingly aware of the risks associated with privacy.

All of this coincides with a growing focus on advertising experiences , where formats such as short video, streaming commerce and augmented reality will be at the forefront. In turn, native advertising and user-generated content will gain relevance as key vehicles to emotionally connect with audiences. As for emerging channels, a significant boom is expected in platforms such as Connected TV and streaming services, as well as accelerated growth in advertising investment in gaming, esports, podcasts and digital audio. The metaverse, although still in an exploratory phase, is seen as a space of growing opportunities for visionary brands.