How to do micro-credit marketing?

Microblogging marketing in the ascendant, micro-credit marketing overnight is the peak of the change in the meteorological diversity. August 18 Micro-trust public platform online, the first time to allow the media, brand names and celebrities to carry out account certification, and to authenticate users more means to push information to fans. As a result, many brands have landed, Micro-Bo on the agency has officially suspended the "micro-letter Marketing" This sign, for a time, micro-letter into the brand in addition to the official microblogging outside the other big internet marketing hot.

From the micro-letter characteristics, it redefined the brand and users of the way of communication. If the microblogging as a brand of broadcasting stations, micro-letter for the brand opened the "phone-type" service. When the brand success has been paid attention to, it can carry out a conversation of almost 100% of the arrival rate, its ability to maintain far more than the micro-blog. In addition, through lbs, voice function, real-time dialogue and a series of multimedia functions, brand can provide users with more rich services, to develop a more specific marketing strategy. Based on this function, the micro-letter is far beyond the original design of voice communication properties, its platform of commercial value is obviously more worthy of expectation.

On the other side, however, the micro-letter is more like a double-edged sword, because the micro-credit marketing is "licensed", only after the user license, the brand can open dialogue, although this part of the user can be clearly defined as the brand of loyal users, but the cruel thing is, they can always close the interaction with the brand. Imagine that if you focus on 20 brands, each brand pushes you 3 messages a day, then this information seems to be disturbing, so how to maintain the relationship between users will become the key to further discussion on micro-credit marketing. The Southern People's weekly has given a promising suggestion that "providing value, not attracting attention, is a micro-faith and a key to its success." ”

So what is the future of micro-credit marketing? How many of these brands can eventually stay on the platform? We've looked at and summed up the six most effective marketing models available, and have exclusive connections to three marketing company representatives to tell you the truth about the front line of micro-credit marketing.

Mode one: Activity of the micro-letter-Drifting bottle

Marketing methods: Micro-letter officials can change the parameters of the drift bottle, so that cooperative business promotion activities in a certain period of time thrown out of the "drifting bottle" a large number of ordinary users "fishing" to the frequency will increase. Coupled with the "drift bottle" mode itself can send different text content or even voice games, if properly marketed, can also produce a good marketing effect.

Case: China Merchants Bank's "Love Drifting Bottle"

During the activity, the micro-letter users use the "drifting bottle" function to pick up the float bottle of China Merchants Bank, after replying to China Merchants Bank will pass "small integral, micro charity" Platform for autistic children to provide help. According to the observation, during the activities of the CMB, every 10 times the bottle will be picked up and will basically pick up the love drift bottle. However, if the content of the float is duplicated, the user's participation will be higher if more flexible information can be provided.

Mode two: Interactive push micro-letter

Marketing way: Through one-on-one push, brand can and "fan" to carry out personalized interactive activities, to provide a more direct interactive experience.

Case: "Natural Awakening" Starbucks

When the user added "Starbucks" as a friend, with a micro-letter expression mood, Starbucks will be sent according to the user's mood, with the "Natural Awakening" album of Music to respond to users.

Mode three: Chat dialogue micro-letter

Marketing Way: Now micro-letter open platform has provided the basic conversational function, let the brand users to do interactive communication, but because chat-type dialogue more targeted, so the brand undoubtedly requires a large number of human cost input.

Case: Durex

Take Durex, for example, Durex micro-letter team set up a group of 8 people to chat with the user for a real dialogue. Continuation of the Durex Swiebow style, Durex in the micro-letter still in a funny way with the user "talk about sexual love." According to Durex Agent company when the interactive revealed that at present, in addition to chatting with the team, but also done more than 200 information replies, and began to conduct the user's semantic analysis of the study.

Mode four: O2O mode--Two-dimension code

Marketing Way: In the micro-letter, users only need to scan the merchant's unique two-dimensional code, you can get a stored in the micro-letter of the electronic membership card, you can enjoy the discount and services provided by the merchants. Enterprises can set their own brand of two-dimensional code, with discounts and concessions to attract users attention, open up O2O marketing model.

Case: Shenzhen coastal city "open the micro-letter membership card"

Shenzhen large shopping malls coast city launched the "open micro-letter membership card" activities, micro-letter users as long as the use of micro-letter scan Coast city exclusive two-dimensional code, you can get the coastal city of free mobile phone membership card, with this to enjoy a number of coastal city merchants preferential privileges.

Mode V: Social Sharing--third-party applications

Marketing Mode: Micro-credit open platform is a new feature of the 4.0 release, application developers can access to third-party applications through the micro-letter Open Interface. The application of the logo can also be placed in the letter attached to the column, so that micro-trust users easily in the session to invoke Third-party applications for content selection and sharing.

Case: Beautiful say x Micro letter

Users can share the beauty of the content in the micro-letter, because the micro-letter users have a more intimate relationship with each other, so when the beautiful said that the merchandise by a user to share with other friends, equivalent to complete an effective arrival of Word-of-mouth marketing.

Mode VI: Location push--lbs

Marketing Method: Brand Click "View nearby People", you can find the surrounding micro-credit according to their geographical location. Then according to the geographical location of the corresponding promotional information pushed to nearby users, for accurate delivery.

Case: K5 convenience store Promotion

K5 convenience store opened, using micro-letter "to see people nearby" and "greet the people nearby" two features, successful based on the LBS push.