Precision Marketing Into Retailers' Focus In New Media

Because of the flexibility of WeChat, businesses can provide users with more abundant services. They can formulate more specific marketing strategies for different market segments. While the WeChat public number is releasing publicity materials, it also promotes some feelings of "chicken soup" similar to "chicken soup" for fans, and draws into the relationship between businessmen and fans.

The mobile phone is regarded as the extension tool of human body, becoming the first important mobile terminal in the future. Both O2O and mobile payment have high hopes for it. The terminal carrier used by WeChat is mobile phone. Relying on the platform of Tencent, the number of WeChat's users has exceeded 600 million. In order to smoothly realize the pition from traditional business mode to new business mode, WeChat public account has unlimited attraction for businesses.

"The use of public accounts to establish contacts with consumers is much lower than the traditional mode."

"Under the traditional mode, the relationship between consumers and retailers is a simple relationship between buying and selling. Now there can be more interaction, whether online or offline consumption can be achieved on the same platform, such as coupons or activities that can be pushed through public accounts, which makes retailers lower the cost of O2O," said Mr. Song, director of WeChat public account operations team.

The most important point is that public accounts make it easier for businesses to get consumers' data information.

The public account of Bai Xin square has a direct way to collect consumer information. "Every consumer small ticket has code, and consumers will input the public code into the public account, so that they can get membership scores, which not only collects consumption information, but also makes member points easier."

"Have every one.

WeChat account, which makes data acquisition cost lower and information more comprehensive.

Mr. Song said, "the company is preparing the data dictionary of the retail business with the concept of big data, and building the data model. After that, it can achieve the data based decision and forecast for the market format, marketing, brand and so on."

However, operation

The operation team has to admit that the cultivation of the new mode needs a period of time, and the activity of fans of public accounts needs to be continuously improved. Businesses expect to establish good interaction with consumption. The purpose of public accounts is not only marketing, but also services.

At present, after opening the public account, the business will push the activity information, the two-dimensional code coupons,

WeChat payment preferences, WeChat interactive activities and other models to achieve marketing and services.

Zhou Rui, research director of CITIC's economic consulting industry, said that the WeChat public number redefined the way of communication between brands and users. If micro-blog was regarded as a brand radio station, WeChat launched a "telephone" service for the brand.

When the brand is successfully paid attention, it can carry out a dialogue with a rate of almost 100%. Its ability to maintain is far more than that of micro-blog, which greatly promotes the integration of different industries and new media and achieves a win-win situation.