Monetizing chat apps will require less advertising and more marketing

Chat applications are fundamentally different from anything news organizations have tried to monetize before, Jarrod Dicker. In order to successfully monetize these apps, Dicker says news organizations will have to move away from advertising and closer to marketing. Chat apps are more personal and more direct, making people less receptive to unwanted interruptions like ads. Some of Dicker’s ideas on how to make chat apps appealing to advertisers include push notifications, allowing users to opt-in to messages from advertisers and re-engaging users after a transaction is made.