Micro-marketing is a popular marketing method. People accept this fast and innovative marketing method, and coating companies are also exploring micro-marketing to broaden marketing channels. What should a paint company do?
In early 2011, WeChat was born. At the end of March 2012, WeChat users broke 100 million. On September 17, 2012, WeChat users broke 200 million. On January 15, 2013, WeChat users reached 300 million. As of October 24, 2013, Tencent WeChat has more than 600 million users and 100 million daily active users. It is the mobile instant messaging software of the largest user group in Asia. As the most popular social information platform, it is also a big entry point for mobile. WeChat is evolving into a big business trading platform, and its disruptive changes to the marketing industry are beginning to emerge.
However, compared to the already mature Weibo marketing, WeChat marketing, which belongs to a new field, is a “hard bone†and “not goodâ€.
WeChat marketing is right
I don't know when to start. The "Internet thinking" with the slogan "Subverting the traditional industry" breaks through the boundaries of the Internet industry and spreads rapidly in traditional industries including the home industry. The specific performance is: various cases emerge in an endless stream, and are repeatedly quoted and interpreted from various angles; some new marketing methods or products appearing in the industry are also as high as possible, rising to the height of "thinking". Among them, WeChat marketing is the hottest.
WeChat is indeed awesome. It is known as the "ticket" of Tencent's embarking on the mobile Internet. Due to its influence, the activity of Weibo has dropped a lot. Therefore, in the past few years, the popular "Weibo XX Case" and other articles, the word "microblogging" in the title was replaced by WeChat.
As a "predecessor", Weibo's headline status has been taken away by WeChat. At the time of the highest level of activity, home furnishing companies basically opened accounts and added "V" operations. As far as marketing is concerned, it is basically an increase in information distribution channels. Some of them are better interacting, while others feel like cold programs. There is no place for color.
Compared with Weibo, WeChat has many advantages, but at the same time, it is a more complex and more difficult to operate products. Home furnishing companies must have a full understanding of this point in order to see "XX WeChat Marketing Cases/Tutorials". When I wait for an article, I have a judgment of my own.
Personal WeChat marketing is strictly prohibited
One of the main reasons for the decline in microblog activity is that users have to face more and more useless information and bloated page structure, which greatly reduces the sense of experience. As a more intimate tool for making friends, WeChat is cautious about any functions and behaviors that may hinder the user experience, in order to avoid repeating the mistakes of Weibo to maintain the user's interest and increase the goodwill. In addition, Tencent itself has strong strength, they are not in a hurry to realize the commercialization of WeChat, so its marketing function is cautious.
The first is the marketing of personal accounts, which WeChat officially prohibits. A while ago, many friends with more than 10,000 WeChat users encountered the problem of not being able to add new friends. This is not a technical failure, but the behavior of WeChat in marketing against friends and other means. Among them, some did not engage in marketing activities at all, but still can not add new friends, and those who are still committed to commit crimes after being notified, are directly sealed. WeChat officials would rather kill one hundred and refuse to let go of one act, undoubtedly clearly indicating their position: resolutely put an end to personal micro-signal marketing behavior.
Public account value exchange rate
Different from personal accounts, WeChat provides WeChat public platform for enterprises, media and individuals, which is used to play its functions of information media, brand services and communication feedback. This includes the subscription number and the service number.
Let me talk about the subscription number first. The application threshold for the WeChat subscription number is very low, and companies or individuals can obtain it through simple authentication, but it is more difficult to operate than most Internet products. The first is the issue of subscribing users. Due to the closed nature of WeChat, it is difficult for public accounts to obtain effective listeners on a large scale in a short period of time, and can only slowly precipitate under careful operation. The main growth methods for subscribers are: QR code scanning, other account recommendation, and user attraction by content.
It's harder than adding users to keep them and let the information be opened. In the previous version, the information of the subscription number was once put together with the information of the personal account. As the subscription number increased, the new version decisively folded the subscription number information. This move is intended to maintain the user experience, but it greatly reduces the opening rate of the subscription text information: the information can be delivered, but not necessarily opened. Because in a limited time, users will only read the most worthwhile content that is most valuable to them. Therefore, the core of the subscription number operation is to provide valuable content. This is not easy for most subscribers.
Service number is more practical and requires more
Compared with the public number, the service number is not actively pushing the content, but when the user needs it, he actively requests the service. WeChat opens the technology port, allowing the service number to develop its own functions to achieve pure online or offline marketing. At present, there are good service number cases such as aviation companies and communication operators.
But for traditional industries like home, technology is first and foremost a high threshold. Enterprise development is obviously unrealistic. Fortunately, many software companies have begun to provide WeChat service number development, and cooperate with traditional enterprises with technical needs. However, once the developer does not have enough knowledge of the industry, it may lead to the user's demand point after the program is put into use.
In addition, WeChat currently focuses on brand marketing and consulting services for home furnishing companies. Potential customers will not expect to solve too many problems on mobile phones, because whether it is decoration or home products, it is big. Overhead, people are more willing to understand in a more direct way. Therefore, in terms of technology and demand, it is more difficult for home businesses to operate WeChat service numbers.
WeChat has been increasing in functionality since the initial release to the latest version of today, and the interface has been pursuing simplicity. Tencent's positioning on WeChat is also changing. The original mobile strangers make friends, private friends, and nowadays various mobile APP portals, this application is playing more and more powerful. So far, it is still changing. It is very necessary for home companies to learn new thinking and use new tools for marketing. However, for the application of WeChat, operators must make a good balance between the operational difficulty, the development of WeChat itself and the actual needs of the enterprise, in order to make a better judgment.
Whether this novel marketing method meets its own requirements, and what changes will be brought to the coating enterprises, the dealers of the coating enterprises must repeatedly consider and avoid the effects of the East.
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