1. Network of acquaintances, niche communication, and higher effectiveness of communication. According to the latest user statistics from WeChat’s official website, its registered users exceeded 300 million on January 15, 2013. As a mobile social software, one of the main reasons why it has been accepted by the public in a short period of time is that its user source is based on existing Tencent users. At the same time, WeChat can also add cross-platform friends. WeChat users can add friends by accessing their mobile phone address book. Friends and family members who have opened WeChat business. What makes WeChat different from other similar social platforms is that the circle of friends it establishes are all people you already know, and the interpersonal network it establishes is a network of acquaintances. Its internal communication is a kind of niche communication based on a network of acquaintances. Its trust level and reach rate cannot be achieved by traditional media. Therefore, the platform can obtain a more real customer base. There are too many irrelevant fans among the fans of the blog, and It cannot really bring you a few customers, but WeChat is different. WeChat users must be real, private, and valuable. It is no wonder that some media use the metaphor "10,000 WeChat users" The audience is equivalent to 1 million fans on Sina Weibo." Although it is an exaggeration, it has a certain basis.
2. Information and services can be provided anytime and anywhere, and they will take longer to arrive. Compared with PCs, mobile phones are tools that users carry with them at all times. With the advantages of mobile terminals and WeChat’s natural social, location and other advantages, it will bring great convenience to merchants’ marketing. At the same time, compared with APPs, , since there is no need to download and install it, it is more convenient to use.
3. The positioning of marketing and services is more precise. Users can be grouped through the WeChat public platform, and through the "super QR code" feature (advertising channels and other information can be added to the QR code), the attributes of your customer groups can be accurately known, thus making marketing and services more efficient. Personalized, more precise.
4. Rich media content for easy sharing. One of the distinctive features of new media compared with traditional media is the application of mobile Internet technology. Through mobile phones and other terminals, information can be browsed and delivered anytime and anywhere, and fragmented time can be fully utilized. WeChat has achieved the ultimate in this regard. WeChat's unique intercom function makes social interaction no longer limited to text transmission, but a rich media communication form of pictures, text, sounds, and videos, making it easier to share what users see and hear. At the same time, in addition to using the chat function, users can also share content with friends through WeChat’s “Moments” function, through reprinting, forwarding and the “@” function.
5. WeChat public platform, one-to-many dissemination, high information reach rate. The WeChat public platform was officially launched on August 18, 2012. Through this platform, individuals and enterprises can create a WeChat public account and achieve all-round communication and interaction with specific groups through text, pictures, and voice. WeChat public platform is a powerful way for enterprises to promote their business. The communication method of WeChat public platform is one-to-many communication, and the message is pushed directly to the mobile phone, so the reach rate and the viewing rate are almost 100%. There are many personal or corporate WeChat public accounts that have a large number of fan groups because of their high-quality push content. They use WeChat public accounts to carry out product placement advertising promotions. Due to the high recognition of fans and users on WeChat public accounts, it is not easy to attract attention. User resistance, coupled with high reach and views can achieve very desirable results.
6. Based on LBS, special geographical location service. LBS (Location Based Services), services based on geographical location. It includes two meanings: first, it is to determine the geographical location of the mobile device or user; second, it is to provide various location-related information services; it means various service systems related to positioning, referred to as "location services". Compared with traditional online media, WeChat's geolocation service is a major feature. Functions such as "find people with attachments", "shake", and "drift bottle" are all based on LBS. WeChat can easily obtain the user's geographical location information through the mobile phone GPS service. When users check the geographical location when sharing the latest news, their friends can see their location. The geographical location is important information for merchants to carry out precise marketing.
7. Convenient interactivity, information push is updated quickly and in real time. At the same time, as a social software, WeChat’s convenient interactivity is its advantage that distinguishes it from other online media. Especially on the WeChat public platform, users can communicate and interact with corporate public accounts just like communicating with friends.
Enterprises can push information to the public instantly through WeChat official accounts and update them quickly. At the same time, incorporating some interactive functions such as scratch cards and carousels into the public platform can greatly enhance the interactivity and fun of marketing.
8. Lower marketing costs and greater sustainability. In the past, after customers left a company or store, they had no way to establish contact with them other than through phone calls and text messages. Now companies gather customers on public platforms and companies can push information to customers from time to time to increase customers' awareness of the company's brand. The deeper. In the past, companies used media advertisements, and the results were good when they were put in. The ads were over, the transactions were over, and the customers were not retained. Therefore, they needed to keep advertising, and the advertising costs also increased year by year. This is the biggest problem faced by companies. *Same question, if you add all customers to the public platform, establish contact, and sustain it, it will achieve better results and save advertising budget.
It is also based on the "strong relationship" characteristics between the WeChat public platform and customers. Therefore, if a merchant cannot provide customers with valuable services and information, does not understand marketing methods, and uses it as an advertising tool, it will be chaotic. It is easy to be unfollowed by customers when advertising, so if you want to achieve good results, the marketing and operation of the WeChat public platform also requires a professional team to operate and manage.