http://www.campaignasia.com/article/wechat-opens-its-closed-ecosystem-for-brands/442093
Wechat might be the most cautious brand in China in pursuing revenue, partly because the large quantity of users it owned. Early January, Wechat finally launched the new feature 'brand zone', which 12 world top brands became the pioneers.
What does this new feature brand zone means to brands and customers?
It is a signal that WeChat further opened its ecosystem to brands. It now allows brand to integrate search, display, interaction and payment all together in the brand zone site. The brands could also redirect in their zone sites. It is now possible for brands to build a complete consumer journey in WeChat platform from awareness, to consideration, purchase, loyalty and even advocate.
Let's imagine about the consumer journey for the brands. First, they may by accident see an article about a brand or its products. The extensive content and vivid picture may make the person interest and want to know more about it. Then, he or she may search the brand or product, and the search result will direct him/her to the brand zone where she or he will have a full understanding of the it. If it do impressed the person, he or she may just want buy several products through the brand zone. This might become a routine cycle for the person to purchase the product. And after certain time, he or she build up the brand loyalty and want to share their experience of the brand. They may just share the link of the brand zone or certain products in it together with some personal sharings in their WeChat moments. Then their friends may click to the link to visit the brand zone as well. See that is really something we can easily do in WeChat platform.
In this case, I am thinking which are the brands suitable for the WeChat brand zone. I guess below categories would be good match.
- Products which highly depends on word of mouth
- Products that people would have impulse purchase
- Products that people understand well and are keen for promotion information
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For those who do not understand the WeChat ecosystem, here are some background information.
Compared to most of Tencent products, Wechat was the special one which seemed reluctant to go commercial. The first Wechat Advertisement was introduced in January 2015, four years after the debut of Wechat. Due to the large user base, Wechat tends to be very cautious in launching any new feature of Ads. After launching official accounts in 2012, the accounts number heavily. Wechat even changed the model to make all official accounts less visible and grouped together under the 'subscription' folder. The 'brand zone' move is significant, it signals that Wechat's new trial for commercial side.
Besides the 'Brand Zone', there are other existing advertisement within Wechat.
- Wechat Banner Advertsing
Wechat Banner Advertising is similar to other website banner ads. It normally appears in a Wechat Article.
- Wechat Moments Advertising
A Moments Ad allows advertisers to advertise within the Moments section, which is comparable to Facebook’s Newsfeed. It now offered different formats including text, pictures, videos, and links. Audience can even interact with the official accounts which posted the adevertising.
- WeChat Key Opinion Leader advertising
It means paying a popular WeChat blogger (either through a flat fee, a result-based fee or by giving away products) in exchange for a promotional post or a product placement on their WeChat account.
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