What if the front door to your brand wasn’t an app, a landing page or a form, but a conversation?

In this MobileGroove episode, I spoke with Moritz Beck, founder and CEO of Memacon, about why chatvertising is emerging as one of the most critical shifts in marketing and why it’s already forcing brands to rethink apps, funnels and trust.

Moritz doesn’t just talk theory. He shares real examples from brands like IKEA, Volvo, and Aldi, along with hard numbers that explain why messaging is outperforming traditional journeys.

We get into:

• What chatvertising actually is and why it’s different from chatbots
• Why messaging apps are used ~24 minutes a day, while phone apps average ~2.5 minutes
• How brands are replacing landing pages with WhatsApp conversations
• Why app downloads require more trust than most users are willing to give
• How chat-first funnels can drop CPIs from €5–6 to €1–2
• Why WhatsApp newsletters regularly see 90%+ open rates
• How conversational engagement changes brand building, not just performance
• Why some use cases no longer need an app at all

We also explore how chat is reshaping recruitment, training, subscriptions, surveys and internal workflows, and why flow-based thinking is replacing funnels faster than most marketers realise.

Moritz explains why this shift took so long, why it’s accelerating now, and zeroes in on the one simple experiment marketers should run in the next 30 days to see the impact for themselves.

If you’re an app marketer, CMO or product leader trying to cut through saturation, rebuild trust and meet users where they already are, this conversation will change how you think about engagement.

0:00 Introduction to Chatvertising

2:14 Defining Chatvertising

4:05 Drivers of Conversational Engagement

7:48 Messaging Channels and newsletters

10:00 WhatsApp for Lead Generation

11:47 User-Centric Case Studies

16:48 Improving Conversion Rates

22:27 Hyper-Personalization Strategies

30:15 Key Metrics for Messaging Success

43:32 Getting Started with WhatsApp Newsletters

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