If millennials are the yardstick by which we measure what drives communication on social media, then it would seem that all eyes should be on social messaging platforms such as WhatsApp this year. This is the view of Dominique Pienaar, CEO of DUO Marketing & Communications, who says these platforms are becoming increasingly popular due largely to the immediacy of contact and response and are certainly preferred platforms among the millennial market when it comes to one on one, broadcast and group communication. WhatsApp will be an interesting one to watch, she says. Facebook acquired WhatsApp in 2014 for a reported US$22bn and is now looking to introduce tools that will enhance business communication over WhatsApp – something Pienaar believes will be advantageous in the B2B sector, where some companies are already using the platform for customer support. It’s likely, she says, that Facebook will be looking for ways to monetise WhatsApp and, to this end, will probably start to offer ...

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