Reuters and ActiveBuddy, a provider of messaging technology, have formed a partnership that will let Reuters deliver content and data via instant messaging platforms on personal computers and wireless devices, the firms said yesterday.
Through the technology, Reuters can deliver permission-based daily news feeds via instant messaging networks. A user can register Reuters as a buddy of sorts, for example, and headlines or promotional information can be delivered directly to them.
“We've converted that instant messaging window into a marketing platform and one that builds a direct relationship with the instant message user,” said Peter Levitan, CEO of ActiveBuddy. “We're leveraging the essence of instant messaging, faster one-to-one communication, and taking it further to give users faster and more efficient access to the information they want when they want it.”
Levitan said the technology also could serve as an effective way to drive traffic to Reuters' Web site by embedding links within the instant messages. In addition, it allows Reuters to deliver content and data by sending permission-based instant messages when a user first logs on, he said.
The instant message platform could serve as a channel for marketers as well, Levitan said. For instance, he said, users can opt in to create a buddy system with a brand, whereby it can offer information, promotions or discounts upon request.
“[The technology] is sort of a direct marketing platform that can be used by different people for different reasons,” Levitan said.
