Wechat marketing model and its advantages and disadvantages analysis

Wechat marketing, a marketing model that focuses on niche and niche markets, is the pioneer and representative of this new marketing era. Below Sara will share with you the analysis of WeChat marketing model. Let's have a look!

Advantage Analysis of WeChat Marketing As a social software developed in recent years, the development speed and trend of WeChat have been concerned by all parties. Individual users and corporate users have entered, and WeChat marketing has also grown. So what are the advantages of WeChat marketing development?

1. Low marketing cost.

The cost of WeChat marketing is close to zero. Enterprises can promote their brands by registering their accounts. Even if the enterprise needs to certify the public platform, it only needs to pay the 300 yuan service fee. In contrast, traditional marketing spends much more on promotion. Print media and TV media should consider printing cost, paper material cost, labor cost and equipment cost. Comparing the two, the cost of WeChat media can be ignored. Enterprises can push information or related services to customers through subscription numbers or official WeChat accounts, or they can focus on how to select excellent content. They only need to move their fingers and make full use of words and beautiful pictures or sounds, which greatly reduces the cost of publicity.

2. Have a huge customer base and pay attention to interpersonal relationships? Narrow and deep? .

Due to the huge number of mobile phone users, WeChat has more than 200 million users in just 14 months, and the number is still growing. Such a huge number of customers provides a good premise for WeChat marketing. At the same time, WeChat marketing focuses on interpersonal relationships? Acquaintances? And the autonomy of information selection. Compared with Weibo, WeChat is a platform that combines online and offline more closely. Most of its fans are transformed from loyal users in reality, and most of them have strong loyalty to the brand. This enables the subscription number to ensure the clarity and pertinence of its audience when pushing information, and achieve a precise marketing and in-depth marketing effect. In addition, WeChat has also launched a wallet payment function, which is bound with the user's bank card, and also has a card package function, allowing users to save various coupons pushed by merchants or brands, greatly improving the sales conversion rate of users for corporate or brand marketing, and the marketing degree is deep. The official advertising promotion of the emerging circle of friends, with the help of big data, achieves the purpose of focusing and accurate delivery by analyzing WeChat users. However, this method has a high threshold and strict review. In order to ensure the experience of WeChat users, the frequency should not be too high. Although the advertising is more accurate and the arrival rate is strong, users are forced to accept it, and the input cost is high and the effect is still uncertain.

3. The access rate of push information is high.

The mode of WeChat information push is similar to SMS push. Its information audience is directional. As long as users pay attention to a subscription number, the information pushed by it will be automatically saved in the user's WeChat subscription number, and the number of information will be reminded by the red number in the upper right corner of the subscription number avatar icon, which is convenient for users to check in their leisure time. Moreover, due to the limit of the number of subscription numbers sent every day, WeChat users will not be disturbed by too many other information, and the possibility of consulting information is higher than that of Weibo.

Analysis of the disadvantages of WeChat marketing 1. User security issues.

WeChat is an open platform, plus access? Low threshold? Anyone can register and use it, which leads to a big loophole in its security. Wechat can't use the ID number for real-name authentication like Weibo, so more and more criminals will use the information on other people's Wechat to cheat. If the user's vigilance is not high, it is easy to fall into the trap, causing personal or property losses. For example, the security problem of QR code has been exposed more and more recently. The QR code is the entrance to the mobile Internet. With the widespread use of smart phones, QR code technology has become a new channel for the spread of mobile phone viruses and phishing websites. If criminals use QR codes and plant some viruses in them, it will cause great privacy and security risks to users. For another example, some criminals use WeChat to send red envelopes to users, thus stealing bank card information bound by users, and ultimately causing property losses to users. Therefore, Tencent's first task is to pay attention to the security of WeChat, clean up bad accounts in time, improve the security setting function of WeChat, and create a stable and safe social platform for customers, thus winning the long-term trust and support of users.

2. Defects in the use of the platform.

(1) authentication problem. Wechat WeChat official account needs 500 fans, which is a headache for some small businesses and individual businesses. Wechat itself is not as uncertain as Weibo's target audience, so you can pay attention to adding fans at will. Wechat relies more on friends circle? Acquaintances? Use word of mouth and friends to forward links to promote the brand. Although some e-commerce platforms such as Taobao have added Weibo WeChat customers, these customers are not the target customers of the merchants. Therefore, many small businesses can't meet the requirement of increasing 500 fans at once, which has caused troubles for small businesses, and it will take some time to get the certification. (2) The customer is not displayed online. At present, WeChat does not have the function of whether users display online like QQ. In this way, if the customer exits the WeChat client, and the other merchant only pushes useful information, the message cannot enter the customer's mobile phone, resulting in the problem of message lag.

Development Status and Market Analysis of WeChat Marketing

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