WeChat is an instant
chatting APP heating up in China, with over 600 million active users, integrated
with one-on-one chat, moments, payment, QR code and so on. As a result, WeChat
has become an attractive market for both large and small business naturally.
WeChat has launched public accounts function, which is used by companies or
individuals to market certain products.
There are mainly
two types of public accounts, subscription accounts and service accounts. More
marketing campaigns are held by subscription accounts. There are mainly three
reasons why subscription accounts are so popular among WeChat users. To begin
with, it is the users who have the initiative to follow any public accounts they
are interested in. However, E-mail or telephone marketing that customers
passively received may sometimes annoy them.
Secondly, advertisement tendency is less obvious and more invisible,
compared to e-mail or mobile marketing. Marketing on WeChat tends to penetrate
consumers’ daily life via the newsletters they post everyday, integrated with
product information. Finally, from the angel of public account holders, marketing
campaigns on WeChat requires a smaller budget, giving a large benefit to small business
especially stat-ups.
For me, I have
followed many public accounts on my WeChat account. Some accounts introduce
going-on activities around in the city, matched with fabulous images and
appealing words. Signing up links will be given in such posts, so that audience
can buy tickets conveniently. Also, some accounts focus on teaching people how
to bake or cook. And the ingredients or kitchenware appeared is sold by related
stores owned by the account.
In the nearest
future, WeChat platform will become a strategic and important stage for social marketing undoubtedly.
http://www.nanjingmarketinggroup.com/blog/wechat/everything-wechat-public-accounts
http://www.jingdigital.com/2015/04/wechat-marketing-strategies-every-marketer-know/
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