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Digital Marketing

History

WeChat’s advertising has significantly affected China’s society, and it created many digital marketing strategies. Many campaigns have been launched to attract new users and retain existing ones since 2011. In 2015, one campaign about reviewing user’s life over the past year was launched for the fourth anniversary celebration. This digital marketing campaign became one of the hottest topics that year. Users can trace their history such as the first friend on WeChat or how many Likes received this year. The successful point of the campaign is relating, one of the most important opportunities to create values in the digital marketing, by relating products and customers together. Users felt related with this APP because it witnessed their growth along happiness and sadness. Another successful campaign happened in 2016. Users could choose to upload paid photo on the Moment and only someone willing to pay for it could see the photo and comment on it. Also, these photos were cleaned before midnight. This campaign was so creative and attracted a huge amounts of customers.

WeChat is an essential component of China company to promote on the social media. Social media marketing, one of the elements to make up a cohesive digital marketing strategy, can boost the process of building brand presence for a business. A powerful tool to share information and distribute content about a business is valuable for today’s digital marketing.

The Center of Digital Marketing in China

High service and low price

Compared with Facebook and other social media, WeChat allows businesses to open an official account and gain a following on the platform for free. Businesses can send messages to the followers and get frequently link to them. People tend to use instant messages for sharing and communication. So sending instant messages which is another key point of digital marketing can be another benefits.

Huge consumer base

Choosing the right platform to advertise is a difficult question for markets. Every opportunity to increase company’s visibility is valuable, especially for the small business. Luckily, WeChat has a wide range of users from different ages. If a business puts advertisement on WeChat, it means that all the users can be the potential customers. Identifying users and enhancing loyalty by what businesses have learnt about customers to customize potential customers are possible through WeChat.

Content marketing

Content marketing is a strategy responsible for identifying and satisfying consumers’ needs by digital content, recognized as one effectiveness way of digital marketing. Sending content in educating the followers to turn them into customer instead of prospect is quite necessary. How to leave a lasting impression about brands, connecting with WeChat’s huge customer base, might be the determining factor.

Key Opinion Leaders

Key Opinion Leader (KOL), recognized as the person who is influential and has established significant followings on social media, is mainly active on the WeChat. This is particularly effective for branding if they can share the information about the products. Many KOLs are recruited by companies. For example, L’Oreal China began to cooperate wit PAPI who has over 10 million followers to promote the MG in 2016. The first video PAPI made to praise the quality of MG has been watched over 1 million times. However, cooperating with KOL is costly and hard to get immediate response from the customers. For companies which need to build up e-reputation, developing relationships with KOLs is crucial initially and WeChat is an important platform.