Mumbrella360 video: The joy of text – What messaging apps mean for brands

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.

Niklas Gillinger, manager experience design at SapientNitro Australia.

Niklas Zillinger, manager of experience design at Sapient Nitro, and Holly Joshi, senior manager of optimisation and analytics, explain the implications of the meteoric rise of messenger apps.

Holly Joshi Sapient Nitro

Messenger apps have revolutionised the way we communicate however brands have yet to explore the full potential for communication with consumers. This seminar cuts through one of the biggest challenges for marketers in the changing media landscape.


  • 1:30 Business transactions are the basis of data
  • 2:22 We are currency when it comes to giving and receiving information on a mass scale
  • 4:05 Valuing customers time is central to brand experience
  • 4:35 How giving customers control over their time inspires loyalty
  • 6:11 Why messaging apps became so successful
  • 7:44 Messaging ‘apps’ are now ‘platforms’
  • 8:14 Messaging apps and big data
  • 8:52 The new breed of personalisation
  • 12:48 How many design tools are rendered useless
  • 14:51 Demonstration of the ‘MumbrellaBot’
  • 16:52 Simple vs complex communication with bots
  • 17:51 How to integrate brands and sales
  • 20:29 How to respond to changes in audiences and segmentation
  • 21:28 How to adapt to a customer-centric communication model
  • 24:35 Start-ups venturing into artificial intelligence
  • 28:20 Question 1: where does Snapchat fit in?
  • 29:15 Question 2: which messaging app is the most evolved in terms of brand communication?
  • 30:50 Question 3: which larger organisations have been successfully taking steps into messaging apps?
  • 32:17 Will brands gravitate to different messaging apps or develop one bot for use across all?
  • 33:49 How can brands manage risks involved?

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing