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微信营销为何需要厚积薄发
时间:2012-09-26 10:43:11
文章发布:
原创作者:未知
来源:互联网

      目前微信营销仿佛更势不可挡。微信开放“公众平台”后,越来越多的企业开始进入这个平台跑马圈地,今后一段时间内,企业利用这个平台进行品牌营销是大势所趋,那么相比微博营销,微信营销会有更加美好的未来?或者怎样进一步开创其商业化的未来?

      微信“公众平台”开放以后,现阶段主要的西安网络营销有两种:第一种相对比较低级,企业进入这个平台,通过官方的微信账号获得大量的粉丝,建立一个虚拟的会员体系进行品牌介绍、优惠信息的精准推送。像现在的星巴克、汉堡王即采用这种形式,前者是简单的信息推送,后者消费者凭借认证码能够享受到一定的优惠,类似于以前麦当劳、肯德基所提供的二维码优惠活动。总体来说,这种形式还是独立的商户与一个公众的平台进行合作。

      第二种是希望与购物中心平台对平台合作。通过与国内大的购物中心例如,凯德、万达、大悦城等等,微信团队能够更好更快的整合线上线下资源,开创微信营销的大好局面。微信希望将购物中心纳入到“公众平台”之上,后期进行更深入的商业开发。目前简单的说就是,通过购物中心官方微信二维码扫描进入到购物中心平台,在这个平台内会有很多的品牌,进入到每一个品牌之后能够看到很多的折扣优惠信息,消费者可以参与这些活动,通过参与生成的数字之类的编码,消费者就可以到购物中心特定品牌享受到专享的优惠活动。在某种意义上说,是在建立一个虚拟的会员体系。以后商场的会员活动很可能通过微信网站推广这个平台进行推广。通过腾讯内部知情人士了解到,这种平台对平台的合作方式,微信电商团队正在大力推进。该内部人士表示,现阶段为了取得更好的微信营销效果,提高用户体验,这种平台对平台的合作还是希望购物中心能够为通过微信这个平台的消费者提供更多更好的专享活动。现阶段这种合作方式还在尝试之中,据笔者所知,一些项目已经取得了很好的效果。

      但是:虽说是平台对平台,但两者之间有一定的矛盾目前可能不可协调:微信希望通过虚拟会员商户专享活动提高用户体验,这就必然要求购物中心提供的优惠要大于其会员卡所能享受到的优惠,若购物中心同意则将直接冲击其会员体系。而后者是想以微信平台作为其会员体系的补充,起到一定的推广活动。不会允许虚拟会员体系冲击到实际会员体系。反之,若购物中心不同意,那么微信所希望的提高用户体验的设想将无从实现。

      微信生活电商希望以会员专享活动提高用户体验,进而实现其商业化抱负。但国际性的或者国内连锁品牌,营销推广有其统一性,具体一个点专享活动灵活性不大。这样的矛盾必然降低用户体验。

      此外,微信精准的网站营销有其优势,但事有两面,设想一下如果消费者接收到大量精准的营销广告,或者垃圾信息会有什么样的用户体验?

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