Sina Weibo to launch new tools for electric marketers

Absrtact: March 26 News, following the online fans, Sina Weibo will again launch a new tool for the marketing of electric dealers news. According to people familiar with the situation, Sina Weibo news is in the beta phase, but the product features have been beginning, after the purchase, the electric business enterprises can

March 26 News, following the line of "fan-Tong", Sina Weibo will again launch a new tool for the electric business Marketing "News".

According to people familiar with the situation, Sina Weibo "news" is in the beta phase, but the product function has begun to take shape, after the purchase, the electric business enterprise can be directed every day for fans push two letters, so as to achieve commodity marketing, brand promotion purposes.

Obviously, this is another sharp weapon on the commercial path of Sina Weibo. According to billion power network to understand, before, Sina Weibo has opened the promotion of link-type www.iresearch.cn/news/advertising/' target= ' _blank ' class= "link_black" > Advertising "Fan Tong", using accurate data analysis and mining capabilities , to meet the small and medium-sized electric enterprises to social marketing of the desire to become cash. And in the last week, Sina Weibo has also quietly added "reading" to the "forwarding" and "comment" buttons, further announcing to business owners that each Sina Weibo's real UV is much more than the "forwarding" "comment" it sees, and beyond imagination.

However, some people in the industry pointed out that whether it is "fan tong" or "reading number", its presentation is the Top-down flow of information, and the Audience browsing Micro-blog for the content of advertising, often easy to automatically filter, and then only stay on their own micro-blog interest. On the other hand, "fan tong" although the beginning of a personalized, accurate recommendation of the prototype, but still can not get rid of the traditional ads a one-to-many model of one-way transmission.

On the contrary, the introduction of "news" can make up for the short board. The first is through the letters directional push, as long as the user does not cancel attention, it can not be avoided; second, point-to-point push mode, in the proximity of the electrical business and user distance, but also can give full play to mobile properties, in the time of fragmentation to form an effective interaction.

Based on these two points of judgment, whether the function, or the promotion of the path, Sina Weibo "message" has been infinitely close to the micro-credit public account. Its strategic orientation is very obvious, that is, confrontation with the micro-letter, or even the collapse of the micro-letter has just been established public praise.

The reporter learned that, although no clear data have been indicated, the conversion rate of micro-credit marketing, ROI is higher than Sina Weibo, but with the rapid rise in micro-letter users to 300 million, as well as the micro-credit open platform to give public account autonomy and more and more operational, all the companies began to choose the micro-credit public account to try social marketing. More brands to billion state power network frankly, this year the focus of the marketing will be from Weibo marketing to micro-credit marketing transfer. The release of this signal is fuelling the commercialization of the heavily resistive Sina Weibo.

Sina Weibo's embarrassment is that the platform's profits are marketing agencies, large grab, and the platform is also a micro-letter such opponents eyeing, at any time faced by enterprises and users to abandon the threat. "A Weibo marketer who declined to be named said to the billion-state power network that Sina Weibo must accelerate product improvement before the enthusiasm of the enterprise fades, thereby cutting off the tide of social marketing to the micro-credit with a new business model.

This shows that "fan Tong" and "News" is Sina Weibo to commercialization, the fight against the micro-letter of the right-hand. "Fan Tong" more defensive, intended to use the effect of paying the way, implying SME customers "please stay"; News "is a lethal offensive weapons, and micro-letter close to melee, to the micro-letter site to rob customers, Rob Resources, and the way to the other body.

However, the percentage point technology COO Zhang Shaofeng in the Wired billion power network, on the surface, "message" and micro-letter push Way is very close, but there are still some differences in the functionality of connecting users. "Micro-blog marketing is more focused on pre-sales promotion, and micro-letter is concentrated in the aftermarket, such as customer service, order search support." Therefore, the conflict between the two is not as intense as imagined. ”

However, the billion power network noted that many of the operators, retailers and brands have been involved in the micro-letter to the pre-sale link, including promotional discounts, warm-up activities, new product recommendations can be achieved. According to media reports, the micro-letter is currently in beta "custom menu", will further strengthen the functionality of public accounts, and even hope that through the micro-mail access mobile payment. This will be a great attraction for the more powerful electric business.

Therefore, Sina Weibo if want to compete in the Battle of the electricity business customer's foothold, is bound to rob in micro-letter before, let new product produce real effect.