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1、 Analysis: Brand rules of survival: micro-channel marketing five directions Rapid growth of micro-channel of users increasingly attracting the attention of the brand, according to official figures released Tencent, in January 2013, micro-channel of the total number of users exceeded 400 million, Jap
2、an more than 100 million active users, there are 70 million overseas users. This is more than 400 million users, 74% of 20-30 year olds. In addition to a large high-quality active users, micro-channel is another reason to attract brand here yet been various sidebar advertising, zombie powder and pus
3、h information bombing. Intention to control micro-channel itself is also, lest it because of the expanding user base by Brand excessive disturb and disgruntled. August 2013 Micro-channel upgraded 5.0 version, the original public account is divided into service number and subscription number, the for
4、mer can only push one message per month, although the latter frequency is raised to a week, but it will be together and many other brands folded into a folder display, the interface to allow users to become more clean. Digital Marketing advertising agency AKQAs executive creative director JohanVakid
5、is that micro-channel such practices “worthy of respect”. “This is the first batch of the original user is very valuable, and micro-channel is a new platform, we need to analyze and learn, can not lose any one of them . “JohanVakidis said. AKQA ultimately concluded that, since the micro-channel rela
6、tive privacy and personal characteristics, that constantly push information to the user mode where it is not feasible, but they also found that the micro-channel available to branding and advertising creatives API is very limited. This contradiction mixed feelings almost all brands face the micro-ch
7、annel feeling. Their hand in the “self-discipline”, do not want to repeat the past on the microblogging kind of information in order to push the brand based model, on the other hand a lot of creativity but also by platform itself many restrictions. these early cooperation, have an “experimental” in
8、nature, basically using the micro-channel two-dimensional code, voice and other characteristics do some entertaining extension, but with the increase in the number of attempts, were all brand awareness to a more clear direction - to provide services. Micro-channel was no doubt a tempting platform, a
9、nd even it does not completely open towards the brands attitude is also seen as an advantage, but at the same time which is full of a variety of hidden behind the scenes negotiations and breakthrough for micro believe this new platform marketing rules become somewhat elusive. Large companies in a va
10、riety of micro-channel marketing attempts, we finally concluded with five directions. An intelligent service platform China Merchants Bank Credit Card Center to truly intelligent, introduced the “little i robot.” Greatest feature of this robot is to provide a kind of natural semantics Siri questions
11、 and answers, but also for self-learning. “Just on the line when the system knowledge base to answer questions hit rate of only 70%, and now has reached 98%. “Merchants Bank Credit Card Center Customer Service vice president Fan Yu said its monthly update service projects, from the initial consumer
12、alert to now there are queries based on LBS functionality Shop , voice recognition and other functions. avatar set a fresh and lively young female image, narrowing the distance between users. According to the China Merchants Bank has done internal statistics show that a more familiar menu of telepho
13、ne banking users to query information from the phone call requires 60-80 seconds of the time, while the micro-channel is 3 seconds, greatly improving the efficiency of customer service. Intelligent service platform upfront cost is higher, China Merchants Bank Credit Card Center Knowledge optical spe
14、cialized maintenance team had 10 people, in addition to the project team, the development team to load 200,000 times a day and more than 60 million times interactive transaction amount reminder . “This investment than the call center system is not very high, this time to do a set of background, the
15、future mobile QQ even Einfo are very easy thing.” Fan Yu said. In addition to China Merchants Bank, there are currently China Southern Airlines, China Eastern Airlines (micro-channel check flight number, online check-in cards, etc.), Shanghai Volkswagen (micro-channel can book a test drive) and so o
16、n. Recommendation: For information surrounded by a variety of brand advertising to consumers, the use of “convenience of your life,” such reasons can indeed make them in a private social platform to add a business account, but often overlooked is a prerequisite for such services must truly enough, “smart”, while “Do not disturb”, otherwise people will not hesitate to remove it. (2) Mobile Commerce Micro-channel 5.0 update is an im
