Micro-station is the essential product of micro-credit mobile marketing?

Absrtact: Now, open the micro-letter public account search box, typing a keyword, you will find the public account slip. Obviously, more and more advertisers are aware of the marketing value of micro-trust platform. Today, the micro-credit public platform after more than a year of development and improvement

Now, open the micro-credit public account search box, typing a keyword, you will find "slippery" public account. Obviously, more and more advertisers are aware of the marketing value of micro-trust platform. Today, the micro-credit public platform after more than a year of development and improvement, from the single public account to the subscription number and service number of functional differentiation, from the simple push to the background reading data sharing, from micro-station as the carrier of micro-letter membership system to micro-letter payment into the real experience stage ... Micro-trust has only increased, which makes it one of the standard tools for corporate marketing.

Micro-letter in the micro-station this load of the emergence of a lot of businesses flocking to become advertisers to achieve "barbaric information loading effective tool." As a result, they staged a wave of "enclosure movement" in the micro-letter to open up their own micro-station territory. Is this behavior rational and effective? The author counted several micro-station cases, there are worthy of study and reflection of the place, hoping to give more enterprises to learn from: In the enterprise's own attributes of the consideration, in the dissemination of content to adopt a calm response strategy.

Case One: Chen

Key words: Fan economy. Chen's micro-letter account has been upgraded to a micro-trust based micro-station, the page after the revision is also more beautiful and stylish. Through Chen's micro-letter, not only can see the Chen News, photo, books, music, voice reply, more importantly, can also communicate with other fans about the topic of idols. This is the prototype of the micro-station, social attributes and classic page design, so that fans become die-hard.

Case two: Neon fashion

Key words: Online payment. Neon Fashion This account can clearly see its main function. There are many women's account set up their own micro-station, but the author of many micro-station can not achieve the sales function, saw its shape and did not see its God is the biggest failure.

Case three: Heilongjiang Maria Maternity Hospital

Keywords: User experience. With the communication account can check the balance online, pay the same fee, the hospital account should enable users to enjoy the basic medical and patient services. Heilongjiang Maria Maternity Hospital on this, the superfluous, resulting in serious information overload. For example, the automatic pop-up "free consultation platform", as if it is a "spam Web pop-up ads" pirated, damaging user experience.

Case four: Ping An bank Beijing branch

Key words: Content perfect. Ping An Bank (Beijing branch) in the Internet financial situation in the performance of a more active, including Ma "Three Horse cooperation", one wallet, such as the introduction of payment tools, ping An bank Beijing branch of the establishment of micro-station. This micro-station contains four plates: community is the forum of interactive discussion, the user can speak freely and realize the interactive communication of peace and security Bank; the safety of the fingertips is to promote the bank's financial products, such as cash registers, loans and loans, etc. the most characteristic is the Pocket Bank this section, and Ping An bank exclusive Pocket Bank app docking, Can be directly implemented login, the app's function grafted on the micro-letter. Last section. Wisdom Finance is the news information of some financial management class, provides the financial information to the user, and complements the content structure.

The above case has the success, also has the insufficiency, the different industry and the product characteristic, even the enterprise own ability all is carries on the social Platform marketing strategic layout important basis. How many changes in micro-letters, chaotic flowers gradually want attractive eyes, micro-station and other social media are just a tool carrier, do not rely too much on the bandwagon. Therefore, advertisers should make rational judgments when choosing social media for marketing.