Marketing Strategy: Accurate Push Is Conducive To Safeguarding Consumer Groups.

At present, the promotion of public accounts is mainly based on activities and preferences, while subscription numbers tend to convey information, while service numbers are more willing to interact with members.

At the same time, with the subscription number and service number of the 100 letter Plaza analysis, "the subscribers concerned about the subscription number is more extensive, so we will regularly push preferential information to attract consumers to come; the service number is an existing member system, will pay more attention to activities, and participate in interaction."

The first to get involved in this field, and WeChat is the first cooperative retail enterprise in Guangzhou, which has a subscription number with service number. Since its on-line operation in September 2012, it has already had 200 thousand stable fans. "Pushing information everyday will lead to an increase in wastage rate of fans, but it can only be pushed once a month after service number is changed, and it is not flexible enough."

Mr. Song, who is responsible for the operation of the public account, said, "so we keep the function that we can push every day, but the team will push the frequency to 3 to 4 times a week."

He believes that the reason why public accounts can attract consumers by pushing information is that "news push is the most direct communication between merchants and consumers."

More people in the industry mentioned that in practice, activities and discount information push are helpful to increase fans.

But whether the service number or subscription number can convey the message instantly and pertinent to the audience, it is the value.

So businesses are willing to spend hundreds of thousands of millions of dollars.

The construction has even spawned a full-time operation of the public account team.

"WeChat has become the main force of new media marketing. All activities this year will be integrated into WeChat public accounts, accounting for 70% of the new media channels."

An insider disclosed.

Zhou Rui mentioned that

The data analysis module of the public platform shows that the general opening rate of the article is over 25%, and the link rate of the original link is about 5%.

The forwarding is basically over 3000, and the number of daily background interaction is over 1000 people. The number of news reports is over 3000. It is the best platform to achieve precise marketing. However, if a company pushes advertising information for a long time, it will cause fans' revulsion. The most direct result is the cancellation of attention.

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.