Social marketing can win by H5?

It seems to be overnight, in the company's marketing department, PR, Interactive group and the extended team, whether the planning and production of high-quality HTML 5 pages, suddenly become a hard target. HTML 5 was crowned "H5" abbreviation, out of the technical language of the ivory tower, into the micro-letter circle of friends, let the drought social marketing smell the first drop of rain in the early spring taste.

For many companies and departments with social marketing, "H5" is a new concept that suddenly enriched in the second half of 2014, and does not point to the broad meaning of HTML 5 in the encyclopedia entry, but to the H5 pages and games that are spread only in the micro-trust circle-- Micro-letters redefine many things, which is clearly one of them.

Before the official recommendation of HTML 5, the two artificial 1.5 days of small games "surround the nerve cat" has detonated the micro-letter Friends Circle, many people early on to see the HTML 5 "Light games, social" potential. Then, combined with simple touch-slip interaction, a series of simple fool games such as "Crazy Counting Money" and "looking for a house ancestor in Ko Jindong" are derived. Grass roots of the four flowering also let a lot of official team can not bear loneliness, so there have been such as the "Qing Fung steamed Buns Shop", Alipay "ten-year bill" and other sublimation. It seems that "H5" in the micro-letter is very lively, it appears to be playing.

But the lively behind, but is how much embarrassment and undercurrent surging.

One, Social marketing under the siege

Social Marketing recent days are difficult, word, mainly because of the public's bubbling information bubble showed a serious fatigue, reducing its own activity. The reason why the great Annie has become the focus of the Internet industry, to a large extent, is also due to the phenomenon of its explosion of confusion. Today, the different days, micro-Bo left to social marketing space is being squeezed, like a great gai under the shrinking the smaller the encirclement.

So social marketing into the micro-letter, seemingly active, is surrounded by the no passive choice.

Second, the crazy development of H5 is a disorder desperately

There is no social marketing practitioner who does not have a micro-letter idea, but no social platform has ever been fighting marketing as long as micro-letters. Under attack and defense, micro-letter public number is the only effective social marketing tool, but the public number of the explosion of the opening rate and reading volume continued to lower, in the reading number, the comment area after opening, but also encountered a lot of constraints. So when people found out that H5 in the circle of friends may be, is already holding a dead horse when the mentality of the horse medicine.

We are crazy to develop H5 the most important consideration is its reliance on micro-letter propagation of the huge potential energy. And this potential energy can be how large, no one has a clear judgement, in recent months, the micro-trust circle is a huge experimental base. The final experiment proves that H5 has not produced such a strong marketing effect, and even its feasibility as a marketing tool is questionable. A major reason is that, given the operating mechanism of micro-letters, finished H5 page promotion way is not good, no outside Kol friend Circle sharing and micro-letter public number promotion two kinds of ideas, the conversion rate of these two methods are basically within 4%, the average of each PV need to spend close to even more than one dollar cost to obtain, "neuro-cat" To small broad, the three-day PV billion myth has long been not replicable.

Third, the user loses patience to the H5, the micro-credit policy is difficult to ponder.

From the operational experience, the micro-letter H5 page touch, pinch, sliding, gyroscope, visual, sound and other functions are fully called out, and then refine a bit of functionality such as the pitch of the voice, such API interface micro-letter has not been opened. This is just some experience, supplemented by text, pictures, animation, whether the form or the tolerance of play, are facing a huge bottleneck, the user's fatigue will come ahead. A data said that users in the micro-mail click into the H5 page, jump rate of up to 35% or more. It is clear that the public is losing patience with H5.

In addition, micro-letter in the recent introduction of a friend circle to share policy restrictions, inducing attention and sharing, first offenders will face a 30-day seal, intercept links, delete induced increase fans and closure of the main traffic penalty, two violations will be directly permanent seal. H5 in the micro-trust friend Circle of the display, is said to be immediately limited, not only the Web site needs to record, all kinds of provocative to participate in the copy will also lose the opportunity to display.

In short, H5 is not the "big change" of social marketing, it can be expected that in the next period of time its practitioners will still take root in micro-blogging, and then continue to search for excess energy vent channel. H5 's enthusiasm will fade away, but the idea of tapping into hundreds of millions of of users will not be easy to ebb.