![]() The WeChat campaigns of brands like Coach or Furla are good examples of how to succeed in engaging customers with interactive content and games. Planning and strategy departments should work closely on a monthly customer engagement campaign and focus on quality and creativity over quantity when it comes to marketing through this feature. These characteristics are likely to encourage brands to become more creative and think twice before posting random information to their followers. Since Services accounts can send only one push marketing message per month, a balance is struck by the dedicated navigation menu, which features mini-site functions that the WeChat IT team can create for brands. ![]() This kind of “exclusive” communication may be especially welcomed by premium and luxury brands, or other financial services such as China Merchant Bank, for example. Secondly, Services accounts encourage brands to have a strong CRM policy by first connecting online through the WeChat brand account in order to influence e-commerce and offline brick-and-mortar retail performance. It isn’t hard to imagine what a difference this makes for open rates. This is version 5.0’s most valuable B2C addition, and contains several features that allow for direct engagement with the customer. First of all, brands can send messages directly to the personal chat windows of each customer, which is not the case with the official accounts subdivision. Look below for some of the main new features for both businesses and customers that you can expect to see from WeChat’s new version. ![]() These new benefits will be accompanied by a better user experience and clearer structure for business accounts as well.Īs always, WeChat invests deeply in protecting users from spam and other digital harassment in order to try to build the best customer experience possible, which is actually quite helpful for brands: in terms of customer activity and conversion rate, WeChat is already way ahead of other digital platforms like Weibo and Facebook. The general consumer experience will now see more social sharing, games, payment system integration, and location-based functions. As part of the company’s goal to transform WeChat into a truly global messaging service, the upgrade features not only several new tools to dramatically enhance the general user experience, but also a new structure to organize the B2C accounts on the app. Yesterday, Tencent WeChat released its version 5.0, the product’s biggest update since it launched in January 2011. ![]()
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