Is the blown-up WeChat marketing reliable?Is WeChat Marketing Reliable?

nowWechat marketingIs it reliable?

Since WeChat launched the public account platform, various organizations have settled down, opened their own official public accounts, and spontaneously carried out publicity to attract users' attention, which has the significance of seizing the commanding heights of WeChat.

This battle is very similar to the beginning of Weibo marketing.

At present, there are several types of WeChat marketing methods with certain operability: check nearby people, drift bottle, scan, open platform + circle of friends, WeChat public platform.

follow belowChen WeiliangBlog editors, let's take a look at whether these marketing methods are reliable?

XNUMX. Check people nearby

This LBS-based feature plug-in can force WeChat users within a certain geographic range to receive advertisements.When the user clicks "View nearby people", he can view the WeChat users near him.Among the WeChat users viewed by the user, in addition to basic information such as names of other users, they can also see the user's signature file information. This is a function similar to QQ signature, except that this is for "people nearby" "watch.So users can use this free advertising space to advertise their products.

Imagine, on the prosperous Wangfujing Street, a user opens WeChat, uses the function of "viewing people nearby", and finds that a certain business is doing a promotion, and this activity is exactly in line with his needs, he will Are you not excited?And if WeChat expands the range of people attached to it, and then launches the map display, LBS mark to the top function, and then adopts the time-based bidding ranking mode, hey, the spring of LBS marketing is coming.

Upgrade your imagination. When users turn on the function of viewing nearby people in the bustling Wangfujing, if the location of a business is prominently displayed on the map (the first mark on the list page or the mark in map mode), and then cooperate with the business , such as how many discounts you can get when you scan the QR code in the store, or give away promotions when you are full, etc., I believe the business will be super hot.

Chen WeiliangThe editor of the blog believes that this function is especially suitable for service industries such as restaurants, shopping malls, and theaters.Of course, the same applies if WeChat launches "check nearby hotels", "check nearby XX4S stores", "check nearby XYZ", etc.

XNUMX. Drift bottle

This function seems to be a peer-to-peer service, butChen WeiliangIt is believed that WeChat can completely rely on technology to achieve one-to-many.For example, merchants cooperate with WeChat, combine Tencent's user data, do a good job in data analysis, and issue multiple drift bottles at the same time, or allow multiple users to pick up the same drift bottle in a certain period of time.And merchants can use naughty or witty ways to make the drift bottle into a QR code or a coupon form, I believe the effect should be good.

Imagine that Tencent users have a lot of user information, and they have a lot of information about their daily onlineLifeKnowing everything well, if a merchant cooperates with Tencent to launch a "Adventure at Sea", Tencent will analyze user data to know what kind of users are suitable for the merchant's products, and then launch precise promotions to users through "Drift Bottles". will be bad.

However, this function has a certain "destructive" nature, and it seems that it is not easy to cooperate with WeChat for such activities.

2. Sweep (OXNUMXO)

This feature currently promoted by WeChat has inexplicably given the name of the "O2O" model. He Xi felt very funny. Tencent said that the QR code will become the key entry for the combination of online and offline.Let's take a look at the usage scenarios of this feature.According to the current logic of WeChat, users only need to scan the merchant's unique QR code with their mobile phone to obtain an electronic membership card stored in WeChat, and can enjoy membership discounts and services provided by the merchant.But there is a premise, the user needs to know the QR code information of the merchant, how can the user know this information?Putting one in a physical store?Or online advertising for users to add?But what if the user is not in the store?And it seems that the cost of advertising to let users scan the QR code is not low.

WeChat membership card does not play a role in marketing and promotion.There is nothing wrong with the idea of ​​​​swiping for an electronic discount card package, but it cannot be used alone.Scanning should be used in conjunction with LBS (Looking for People Nearby), allowing users to find offers first, and then get offers by scanning, so as to bring users from online to offline.

XNUMX. Open platform + circle of friends

WeChat's open platform allows developers or merchants to access their own applications and conductWeb Promotion.If used well, this is a big killer and can bring in a lot of users.Meilishuo is the first batch of partners of the WeChat open platform. By installing the Meilishuo plug-in, users can share and comment on the products shared by users in the circle of friends in the app, and spread it through word-of-mouth.According to the sharing of the person in charge of Meili, the effect should be OK.

If there are powerful developers and enterprises, if they trust the WeChat open platform, they may wish to contact them to see if they can get cooperation.If we can achieve cooperation, I believe that it will greatly promote the accumulation of fans, brands, and product word-of-mouth communication.

XNUMX. WeChat public platform

This WeChat product, which has attracted much media attention, has received a lot of attention due to its large room for expansion.Internet marketinggeneral concern of personnel.Using the WeChat public platform, the platform side can push news including news, product news, latest events, etc. to users, in addition to completing functions including user consultation and customer service, which is equivalent to a CRM system for an enterprise.

At present, many institutions have settled in the WeChat public platform, and at the same time, many social marketing companies have entered and started to raise accounts for WeChatPublic account promotion.

For the WeChat public platform, the most difficult thing is the accumulation of users.According to the previous WeChat certification requirements, at least 1000 people are required to apply for certification. Think about it, if there is no platform and resources for promotion, how long does it take to accumulate 1000 people based on personal ability?Therefore, WeChat has set a threshold for the intervention of ordinary marketers from the beginning.This is just a group that is suitable for media, enterprises, platforms and other groups with user bases.

If you have certain promotion resources and are optimistic about the WeChat public platform, you can carry out lottery activities such as "share QR code to send iphone5", or directly use the platform resources to hang your WeChat public account on the homepage of the platform and carry out "Follow If you have enough money, you can directly purchase suitable promotion resources to promote your WeChat public account. I believe it should achieve good results.With users, WeChat public account marketing is easy.Of course, we also have to pay attention to push content, push crowd, push frequency, user maintenance and other issues.

The above are some ways that users can use WeChat for marketing. It seems to be good, but the above marketing methods have not been verified, so it is not an effective marketing method, and its feasibility still needs to be verified.

Chen WeiliangThe editor of the blog believes that for a new marketing method to emerge, firstly, it needs a large number of users, secondly, it needs to have successful marketing cases as incentives, and thirdly, there must be businesses that recognize this new marketing method. There needs to be quantifiable data indicators.

At present, WeChat has about 10 billion users, and there is no problem with the number of users; there are still some successful marketing cases in WeChat;

In terms of their understanding of WeChat marketing, many merchants are still in a wait-and-see state, and they still have doubts about WeChat marketing, because WeChat's point-to-point communication based on interpersonal relationships is very private and mandatory, and it is also easy to cause "" harassment”, and then deleted by users, and even uninstalled WeChat;

In terms of quantifiable data indicators, WeChat lacks indicators such as Weibo's "repost", "comment", "hotness" and "influence".

This is the status quo of WeChat marketing. Whether it is unreliable or not depends on the long-term learning and accumulated network marketing capabilities.

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