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2023年1月4日
0

Challenges of bank marketing in the era of Internet + Big data

By | IParllay Marketing Blog, Marketing in China

Does it worth to have the WeChat-CRM at the beginning?

With the marketization of interest rates and the development of Internet finance, commercial banks are also facing more and more fierce competition in the process of development. In the era of Internet + Big Data, the marketing mode is becoming more precise and real-time, and the service mode is increasingly personalized and customized. Commercial banks need to have marketing strategies that meet the characteristics of the times to deal with the challenges of marketing methods and marketing management.

 

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Challenge of marketing method: turning money-centered to people-centered

For a long time, the bank’s business process is still based on the needs of internal management and internal accounting. The development of banking business is based on the idea of “capital-centered”, and does not really put “customer-centered” into practice. The shift from capital-centered to customer-centered requires in-depth understanding of the various information of customers, a true understanding of their needs and consumption patterns, and then providing corresponding financial services according to their specific needs, effectively affecting customer behavior and ultimately achieving the goal of improving profitability.

Challenge of marketing management: group marketing turning to precision individual marketing

The competition of banking industry is reflected in the competition for customers, and in essence, in the difference of marketing concept and service means of banks. To change the concept, we should first clarify three basic questions: “Who are our customers?” “What do they need?” “What can we offer them?” On this basis, through the integration of products and channels, to provide customers with personalized services. Provide the right service to the right people at the right time.

Our Solutions

Parllay-Wechat CRM can make full use of WeChat official account data, combine with bank customer big data, fully tap customer value, and automatically precise marketing according to bank requirements. We will maximize the revenue of customers in stock, shorten the conversion cycle of users, reduce the cost of short message push by using the free advantage of WeChat, fully promote the growth of bank’s WeChat business, and improve the sales of bank financial products, the rate of user’s card binding and the rate of reading article of WeChat.

 

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●Identifying bank customers in users

Due to the characteristics of the industry,  commercial banks have huge and confidential user data. The particularity of the data makes it impossible for them to directly connect, extract and analyze by external interfaces. As a result, millions of trillions of WeChat users of each bank can not correspond with bank customers. In other words, customers at all levels of the bank can not be identified from WeChat user. For example, how to identify private bank customers from WeChat users and personalize one-to-one service.

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（1）Identifying customers through specific templates

Parllay uses the user’s WeChat OpenID as the basis to obtain complete user profile through gender, age, location and other information. The bank only needs to synchronize the OpenID of the target recognition customer with the corresponding tag to the Parllay template, and the platform can accurately identify the target customer and then feedback it to the bank. This process does not involve any data security issues and hidden dangers of customer information disclosure. This method is especially suitable for the identification and screening of bank VIP customers. The bank synchronizes the VIP customer’s OpenID and its special tags into the Parllay template, and the platform can quickly identify and screen the customers and synchronize the behavior trajectory analysis.

(2) Identifying customers through QR code

Parllay can identify customers of different branches according to different QR codes of the bank. Banks can combine specific activities of different branches to carry out precise marketing, thereby improving the reading rate of articles and reducing the cost of sending short messages.

(3) Understanding user interest through interaction

This identifying method is the way that the platform identifies the user’s interest according to the user’s behavior trajectory on the Wechat official account, mini program and H5 page. Parllay found that on WeChat official account platform, 75% of users’ interactive behavior data were not displayed. From WeChat to H5 pages, different content marketing for different marketing scenarios and personalized post for users with different needs can improve marketing experience. For example, a user often clicks the credit card option menu when using the bank’s WeChat official account. The user may be interested in credit cards. According to the analysis of his/her subsequent behavior, the bank can determine whether he/she is an potential customer of credit cards, and then precisely post messages to improve the conversion rate of credit card applications.

 

●Customer-centered marketing analysis

User identification is the beginning and the most critical step of WeChat CRM, which directly influence the effect of follow-up precision marketing. User identification is followed by user analysis. Parllay advanced analysis module tracks user behavior in different scenarios and different business platforms, automatically identifies user cycle according to user behavior trajectory, comprehensively analyses the number, proportion and conversion time of users in each cycle, and makes a comprehensive and scientific analysis of user behavior identification.

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For example, for private banking customers, banks can only grasp the information of their various transactions in the bank, but not the behavior on various online platforms. Even if the customer unfollows the bank’s WeChat official account, the bank does not know. There is undoubtedly a great risk in maintaining customer loyalty and repurchase rate. Parllay can analyze and summarize the online behavior trajectory of the bank’s VIPs, facilitate the bank to provide personalized one-to-one service and maintenance, effectively enhance customer loyalty and satisfaction, promote repurchase, and enhance profitability.

 

●Precisely post personalized message

User identification and analysis are completed, followed by precisely post messages.

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Banks recommend banking products and services according to the users’ interest obtained from previous analysis, promote potential customers to bind cards and purchase financial products, and enhance the repurchase of financial products by old customers of banks. Parllay supports template message and can publish messages 3000 times one month, not 4 times. For example, according to the data obtained from user identification and user analysis, banks send financial product message to VIP customers to improve the repurchase rate; send credit card activity message to non-credit card customers to promote the development of credit card business; and send postfinancial management knowledge to non-credit card customers to increase user stickiness and promote transformation.

 

●Messages analysis

With the completion of the message sending, the whole process of WeChat CRM seems to have been completed, but in fact it is not. What is  the specific effect of precise marketing? How many customer business transactions have been promoted?  These problems have a direct impact on the next round of marketing planning and marketing effect. Parllay’s funnel analysis tool not only presents the bank with a complete  funnel: the number of people who have received the message – the number of readers – the number of links clicked, but also shows the interactive trajectory of each user who clicked the links. Contrast the promotional data of articles in different time periods by innovative “activity management” mode, to help marketers continue to optimize their creativity and enhance the effect of content marketing.

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The development and advancement of science and technology brings to the banking industry not only the improvement of technology and means, but also the collision of old and new concepts and the challenge of business growth. Only by combining advanced science and technology with management innovation and expanding banking business through efficient and convenient electronic channels can we broaden business areas with less investment and share the benefits of development with our customers. Customers are always the first assets of banks. Parllay helps China’s banking industry to truly focus on customer satisfaction and accelerate the development of WeChat customer relationship management.

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2023年1月4日
0

WeChat User Lifecycle

By | IParllay Marketing Blog, WeChat Marketing

WeChat User Lifecycle

We all just want to be understood, right?
Think of your role as a WeChat user, consumer, and customer – not as a marketer. Which companies – the ones that you interact with their WeChat Official Accounts – do you feel have a deep understanding of and appreciation for your needs, desires, and interests?
Most marketers think they know their users very well or are satisfied with how well they know their users – that means we should jumping for joy, right? The game is won! We understand our users and thus our our WeChat marketing can’t fail. Huzzah!
You’re not alone if you think this seems… premature. The truth is, many marketers do know their customers – from buyer personas to web analytics, there have been enough years worth of data to discover who your audience actually is. But that was before WeChat.
WeChat created the ultimate entrance for social and mobile – your prospects and customers are now interacting with you “on the go,” across channels, and often, in real time (offline to online). Traditional data and analytics don’t show you everything you need to know about your WeChat users. But you need to know everything of your users on WeChat. Actually traditional data analytics will only provide you a single point of view of the life cycle and instead you need to treat WeChat users as clients to understand their lifetime.

Essentially, using the lifecycle view allows you to keep your users at the center of everything. Sounds appealing, right?

The user lifecycle, sometimes known as a customer journey, is helpful when it comes to mobile marketing because it also acts as an organizing framework. With mobile, the term “big data” became an overwhelming reality for marketers. The lifecycle frameworks provides a way for you leverage your data and experiences in a step by step way that addresses the real needs and motivations of your users.

Here’s how the user lifecycle framework helps you:

  • You can: Glean insights from data better understand the customer and create a truly valuable experience
  • You can: Get a customer-centric view that ensures the focus is on moving every customer through the lifecycle based on their individual behaviors and actions – not group assumptions
  • You can: Deliver personalized messages based on user interests, desires, and needs that highlight what they want and drive your business forward

Let’s take a look at the four stages of the user lifecycle, how they apply to your app, and what you can do at each stage (Acquire, Engage, Grow & Retain) to harness and drive long-term loyalty.

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2023年1月4日
0

Use WeChat Customer Service Tool Efficiently To Complete CRM Closed Loop

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Use WeChat Customer Service Tool Efficiently To Complete CRM Closed Loop

Customer Relationship Management, CRM was initially developed in United States. The concept was originally brought by Gartner Group. In early 1980 there was Contact Management, to collect all information in-between client and company communication. Till 1990 it has transformed into Customer Care including telephone support center as well as data analysis.

Customer Service or Customer Care is one of the core links of CRM
Through integration with Tencent WeChat official software “Duokefu”, it has a complete industrial level customer service based on WeChat official account.
Duokefu function is available for all certified Service and Subscription accounts and allowing up to 100 customer representatives be online at the same time; can be logged in on both PC and mobile devices to delivery customer services. Customized add-ons could be developed based on Duokefu which allows in-depth personalized services for companies to satisfy user needs.

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2023年1月4日
0

Effectively manage WeChat users with “lifecycle”

By | IParllay Marketing Blog, Marketing in China, WeChat Marketing

Effectively manage WeChat users with "lifecycle"

Parllay has formed its own unique judgment of WeChat users to customers by working with multiple customers and projects on WeChat platform for a long time.

In the process of user-to-customer formation, users have three very important attributes:

(1) Common population geographic attributes such as gender, geographic location, avatar, alias, etc.

(3) The attributes of user’s behavior interest, such as whether they often participate in offline activities, their attitudes toward a product, and whether they often visit websites and so on.

(3) User life cycle attributes, whether users or paying customers, is a way for enterprises to differentiate users according to the intensity of purchasing intentions. The stronger the intentions, the higher the probability of successful marketing.

Most enterprises use customer relationship management system (CRM) to manage customer life cycle in a unified way. They can not only recommend high-value products to VIP customers, but also follow up in time to promote customers who have purchasing intention.

CRM has a huge impact on marketing and sales, which is the fundamental reason why many Parllay customers attach importance to “customer life cycle attributes”.

However, new challenges will follow. Traditional CRM in WeChat is difficult to exert its huge advantages. Complex settings and high prices are difficult to help marketers achieve marketing goals in the short term. The reasons are as follows:

WeChat user behavior is complex: from offline to online, from WeChat to webpages (authorized access to web pages), from one system (such as card coupons) to another system (customer service), traditional CRM software recording and tracking data that is sold and actively entered by customers, but lacks a proven ability to track user behavior within WeChat’s ecosystem.

WeChat upgrades frequently: in order to satisfy the customer experience, Wechat upgrades quickly and iteratively through the Internet almost on a monthly basis, while traditional IT systems are difficult to achieve the goal of marketers in the short term in order to maintain stability.

For example, a customer of Parllay, a multinational digital product retail giant, needs to count the number of times that users scan specific QR codes after each retail store purchases electronic products. Because every scanner will get a beautiful T-Shirt, but in order to prevent cheating, the statistics must remove the repeated scanners. In this case, no powerful CRM can help.

High complexity of implementation: Compared with the theme of marketing activities, one month and one theme, one push topic is changed every week. The traditional IT system is implemented in quarters or years, from system planning to launching on-line implementation for one year. As little as 6 months. Imagine, in this case, which marketer can bear it?

Understanding the importance of user lifecycle attributes, we look at how Parllay customers manage WeChat official accounts. We treat the user lifecycle as an independent attribute and divide it into seven phases: “users – leads – high quality sales leads – sales opportunities – intention customers – paying customers – loyal customers – others”, others are enterprise-defined.

The significance of users’ life cycle management in WeChat

Firstly, it can help enterprises focus on the key business results when formulating WeChat marketing strategy. Visual understanding of the specific number of ordinary users to pay customers, rapid adjustment of marketing input.

Secondly, when marketing activities are carried out, enterprises can precisely send messages according to different stages of the life cycle of customers, and promote the gradual transformation from users to paying customers.

Thirdly, examining different marketing scenarios from the perspective of users’ life cycle can help enterprises better set up marketing activities, achieve micro-credit user management, pursue the growth of users while paying attention to the transformation of users in specific marketing scenarios, whether to enter the next stage. Make the marketing work orderly, coherent and executable.

Fourthly, we can quickly synchronize valuable customer information into enterprise CRM without waiting for the upgrading and implementation of IT system.

However, in the background of WeChat official account, enterprises can not manage the users’ life cycle. They only provide some information about the population geographical attribute  of the users.

 If an enterprise relies on the above information to make decisions when formulating its business strategy, we can say that it is almost equivalent to throwing darts blindfolded and looking at luck.

Making full use of the three attributes of W users to make correct decisions is a pain point that Parllay can help marketers solve.

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2023年1月4日
0

Using Four Kinds of Wechat Marketing Scenarios Skillfully to Promote Business Growth

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Using Four Kinds of Wechat Marketing Scenarios Skillfully to Promote Business Growth

For WeChat official accounts, the seemingly simple path from acquiring users to promoting users to buy products is actually tortuous and changeable. Especially when the number of users exceeds a certain stage, after experiencing large-scale user growth, many enterprises have entered a bottleneck period. The typical characteristics are as follows:

1. Not only did the growth of users decelerate, but business growth also did not improve.

2. Engage with users, but users continue to unsubscribe.

3. Serious imbalance of input-output ratio.

The above reasons are mainly due to the incorrect use of marketing strategies by enterprises.

Enterprises should pay full attention to the following four key scenarios when using WeChat to promote business growth:

1. Get users

When it comes to how to get users, the first instinct of most marketers is to advertise on KOLs, but this is only the first step to get users. The second key step is to interact with users in a timely manner when they follow the Wechat official account. For example, when a user scans a QR code subscribing to a WeChat official account from an offline store, he may be rushing to subscribe for “welfare” given by a promotionist, while a user who subscribes to account through a WeChat search would like to know more about the brand. Comparing these two types of new users, it is obvious that the latter’s purchase motivation is much weaker.. In the scenario of acquiring users, the second kind of marketing scenario can be opened only if the users are persuaded to stay.

2. Interact with users

Two core channels for users to subscribe to brand official account are QR code scanning and active search. It’s no exaggeration to say that we think we spend a lot of time writing WeChat articles every week, but we can neglect the contribution in promoting getting users. So why do companies invest heavily in hiring public relations companies and copywriters to create different content? That’s because post content according to user’s different attributes can greatly improve the effect of interaction. For example, for users in Beijing who are interested in buying or renting a house, it is much better to send the  information of house that around their geographic location than to send the news that the people of the whole country are “happy to hear and see”. When the brand can fully understand the interests of users, users will choose to stay.

3. User retention

When the company successfully created “10w + reading” and “100w H5 page visits” through marketing promotion, congratulations, you have entered the third kind of scenario to promote business growth. At this point, you need to gradually transform from disseminating KPI to transforming KPI, using the attributes of life cycle to understand users at different stages of purchase, more scientific than simply understanding the geographical attributes of population such as gender, geographical location. For example, when the user is in the bar excited to buy your wine, they may not be considered your customers. But if the enterprise needs to continue to grow, we need this kind of impulse consumers convert to sustained consumers, enhance their loyalty. Customer retention scenario is the most complex, but it is also the core of driving business growth.

4. Customer growth

When we complete three key scenarios, we accumulate a large amount of user behavior data.

A WeChat official account with more than 1 million users generates more than 100 million user behavior data a year. Making use of big data to make scientific decisions is the basis to ensure the rational use of marketing resources. At this stage, the rational use of  users data, automatic follow-up management of potential sales opportunities will become routine work. For example, when a user visits a website to learn about a product, automatically issuing a coupon to them will facilitate the purchase. Or when users buy expensive products in the store, it automatically pushes a service satisfaction survey to improve the customer experience. The customer growth scenario is not only the final scenario, but also the beginning of the new user acquisition scenario.

We believe that convert users to customers is the core goal of enterprise to operate WeChat.

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2023年1月4日
0

Three attributes of WeChat users that marketers should understand

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Three attributes of WeChat users that marketers should understand

Marketers face uncertainties every day. Such as doing surgery, even with excellent medical skills and sophisticated equipment, it is difficult to guarantee 100% success of each operation.Because human life is only one time, before each major operation, doctors must do a variety of investigations and repeated surgical procedures before they can be implemented.How many of our companies have thought when complaining about the poor effect of WeChat: Do we really understand the users?

Usually, there are three kinds of user attributes of WeChat official account: population geographical attributes, behavior interest attributes and life cycle attributes.These three types of attributes provide very important information in the formulation of our operational strategy. In some complex scenarios, several attributes will be involved to play a role at the same time.Understanding and making good use of these attributes of users, the marketing strategy formulated through reasonable analysis of WeChat big data is scientific and effective.

1. Population geographical attributes

Users information, such as avatar, alias, ID, gender and geographical location, which we know in the background of WeChat, belongs to the population  geographical attributes and is the most basic information. When enterprises use these information to make decisions, they always feel inadequate. For example, when we logged in the WeChat official accounts platform and found that a large number of users who unfollowed, we naturally wondered: Who are these people and have they bought our products? Although you know who they are, what you want to know more is what you did, which made them lose interest in the business and leave. This requires understanding the user’s second attribute: behavior interest attributes.

2. Behavior interest attributes

As far as we know, a official account of 100,000 users will produce more than 1,000 w user behavior in a year. Most of the behavior can not be seen in the background of WeChat, such as: scanning QR codes, sharing geographical location, sending pictures, unfollowing (yes, your user leaving the account is the last behavior), and so on. This is what we call “user behavior attribute”.

For example, an offline promotional activity, involving 500 participants, 200 people scanning QR code to follow the WeChat official account, only 50 people left contact information, and finally 15 people were traded on the spot. It is worth thinking about: 150 people will not subscribe if they are not interested, but after following without leaving contact information, what did they do in WeChat? If there are opportunities, should enterprises conduct targeted research and conduct effective user behavior data analysis? And what did the 15 people who eventually completed the transaction see and do in WeChat? Know the enemy and know yourself and you can fight a hundred battles with no danger of defeat.

3. Life cycle attributes

The first two attributes, we stand in the user’s perspective to understand their appearance. The attributes of life cycle are to understand users from the business point of view, or to understand users’ purchasing intentions, and to judge their marketing/sales stage. B2C and B2B enterprises have slightly different processes, but essentially the same.

B2C corporate marketers pay more attention to the common characteristics of certain types of customer groups, such as the users participating in marketing activities, and the proportion of men and women who are converted into members. B2B corporate marketers are more concerned about the characteristics of individual sales leads, such as all potential customers who leave contact information online, and what information they have learned from WeChat and websites.

The marketing scenario of WeChat is complex and changeable. Sometimes we need to synthesize the above three user attributes for analysis and judgment. For example: whether the customers who ultimately buy products in different offline stores are converting points online or not, and what common characteristics do frequent converters have in terms of consumption capacity? There are many examples like this, which require the marketing staff to go deep into the various scenarios of WeChat marketing carefully, and make marketing strategies scientifically based on user attributes in specific scenarios.

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2023年1月4日
0

Four Practical Strategies to Promote User Binding to Membership

By | IParllay Marketing Blog, Marketing Automation, Marketing in China

Four Practical Strategies to Promote User Binding to Membership

The first thing for traditional enterprises in the transformation of Internet is to register the WeChat official accounts. This brings a new trouble to marketing department and member department: how can the huge member information be imported into WeChat official account?

Generally, there are four problems faced by enterprises:

Old customers do not follow the WeChat official account.

Enterprises do not know who are members among the users in WeChat official account.

The users just do not bind to membership.

Although using strong CRM and customer big data, the effect is still not obvious.

In view of the above four problems, we present four practical strategies to activate users and promote membership binding.

Strategy 1: Use the Wechat system as a platform to provide membership benefits

The reason why customers don’t follow is simply that they feel troubled and useless. For example, after changing tires in 4S shop or making a 400-phone appointment to install water purifier at home, why must we subscribe to the corporate official account? But if users can benefit from the WeChat official account after following, the results will be different. Don’t underestimate this simple change. One of the world’s top tire brands puts member benefits in the official account. Nearly 50% of the hundreds of thousands of customers who buy tires in a quarter convert into members. The enterprise has not only increased the number of users, but also acquired new customers.

Strategy 2: Upgrade WeChat CRM to identify members in the users

It’s often mentioned that I have hundreds of thousands of users, but I don’t know the members. First, it’s impossible to know, so there’s no need to be nervous. Second, after upgrading the WeChat CRM, we use technology to identify customers among users, but the time and cost are not low, so we need to be prepared in advance. If you are afraid of trouble, you can use Parllay (WeChat CRM), which is ready to use without maintenance.

People often say that users are customers who buy our products, but why did they unfollow? So if we want to solve the membership problem, we still need to think further.

Strategy 3: Start with marketing scenarios to promote users binding as members

Example 1: Offline customers have purchased products but have not completed member activation: For users who do not fill in key information such as mobile phones in time.It is better for enterprises to follow up automatically with in the next 48 hours. Send 1-3 members’welfare information to encourage them to complete online activation.

Example 2: Users who participated in online H5 membership activities but did not complete membership activation: Find users who visit H5 pages but don’t leave mobile phone information. Follow up in time that day and tell them that many users like them are bound to become members. Continue to follow up on the next day, and again push member benefits to these users in order to promote the activation of members.

Strategy 4: From paying attention to paid customer data to potential customer data

Enterprises with such problems usually have powerful CRM and data processing capabilities. Data from CRM (age, gender, home address, mobile phone, consuming power, purchasing products, everything), and even user behavior acquired from cross-media cooperation, can produce accurate customer profile. But in this scenario, the challenge facing marketers is not to push customers to buy, but to push users to bind to become members. For example, in Strategy 3, what users do in the WeChat official account, and what content prompts them to leave their phone numbers. At the same time, we also need to know what the users who purchased my product but unfollowed did and why they left. Once we have a clear understanding of the various behaviors of potential members, we have the ability to promote their binding to membership through personalized communication. But the core issue is that we need to understand what stage of the customer life cycle big data solves.

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2023年1月4日
0

Internet + enterprise should pay attention to user identification in cross channels

By | IParllay Marketing Blog, Marketing in China

Internet + enterprise should pay attention to user identification in cross channels

There is a famous saying in the advertising industry: “I know half of my advertising expenses are wasted, but I don’t know which half is wasted.” Today we’re going to talk about the growth of WeChat official account users. Increasing users in marketing promotion is not the focus of discussion, but the growth effect of users in different channels is the key to determine whether marketing expenses are allocated reasonably.

From the large data analysis of Parllay (Wechat CRM), we can see that the main ways to promote user growth online come from the following three ways:

1、Advertise in WeChat moments

2、Scan QR code

3、Search for WeChat official account

 

1、Advertising in WeChat moments

Moments advertisement is the highest quality promotion method at present, which will lead to the increase of users. It is a kind of precise social advertisement. This way can not only reach the target population, but also achieve secondary transmission among friends, moments and WeChat groups by means of WeChat social channel.

2、Scan QR code

From serving some of the world’s top brands，Parllay concludes that more than 50% user growth in almost 90% brands comes from scanning QR codes. QR code has become a part of people’s life. In the use of WeChat for several years, people have developed a good habit of QR code scanning. Where the customer is, the QR code of the enterprise should appear there. Examples are as follows：

（1）By placing different QR codes in different promotion pages of WeChat official website/H5 page, a leading brand of kitchen electric can not only understand the effect of channel promotion, but also understand the customer’s interest in products.

（2）Put the QR code in the WeChat article. Parllay places QR codes at the end of the article to analyze the number and quality of users brought by different articles. After a period of operation, we found that some marketing agencies are interested in WeChat automation marketing, while some brands are more interested in finding customers with WeChat official account.

（3）Put QR codes in offline stores. This is a very valuable channel for traditional enterprises. Through different QR code, we can not only increase users, but also understand the growth effect of different stores.

3、Search for WeChat official account

Continuous brand publicity and exposure are reflected in WeChat Public Number, which is very simple: users will directly search and follow the WeChat official account.

Compared with searching and scanning QR codes, other modes only account for less than 5% of all the new users.

So in order to achieve the 10W + goal, remember to put QR code at the end of the article.

Parllay can help enterprises identify users in different channels, help enterprises understand the source of customers, and make every penny worth it.

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2023年1月4日
0

What is users engagement in WeChat official account?

By | IParllay Marketing Blog, WeChat Marketing

What is users engagement in WeChat official account?

Many companies often ask us, what is WeChat engagement?We divide the engagement into several scenarios: WeChat engagement, web engagement, offline WeChat engagement.

 

1、Users engagement——in WeChat

Common types of engagement in WeChat include clicking menu, replying keyword, reading, following, unfollowing, etc.

From the perspective of Parllay, there are at least 20 kinds of engagement in WeChat, and most of the engagement are not visible in the WeChat background, such as unfollowing. A small number of engagement can only see numbers, not interactive users. But engagement is bidirectional. If we don’t know who the interactive person is, how can we marketing and communicate with the interactive users even if we reach 10W + ?

2、Users engagement——in Webpage

Common interactive include website visits, page visits,stay time, and interactive page push. The engagement mentioned above is the product of the Internet PC era, which is deficient in the era of WeChat mobile marketing. The former can only see virtual numbers, but the latter can see specific people is. And we can use WeChat to know who this person is, male or female or where the actual geographical location is. Most importantly, because they are WeChat official account users, enterprises can directly interact with the visitors to the website. For example, when a customer visits an enterprise product page, the user is given a preferential information for different products to stimulate product purchase, thereby improving the sales conversion rate by 20%.

3 、Users engagement——offline

Common interactive indicators include the number of scanning, the number of followers who scanned a QR code, WeChat payment and so on.

QR code is the best tool for linking offline and online. In most scenarios, it is used to encourage users to participate in engagement. It is also an interactive data that enterprises with large offline entities should pay attention to, because these engagements will effectively promote personalized communication among different customer groups. Enterprises should attach great importance to the users who use Wechat to pay for products. They promote the change of users’life cycle attributes, from users to paying customers or intentional customers. These engagements will directly affect the enterprise’s scenario marketing strategy in the later stage and the sustainable development of business.

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2023年1月4日
0

One billion sales opportunities lost by automobile brands

By | IParllay Marketing Blog, Marketing Automation

One billion sales opportunities lost by automobile brands

By serving a number of automotive industry customers, we have found that both the passenger car brand and the tire brand have two missions that are unchanging: the discovery of potential customers and the repurchase of the old customer. They always want to find more sales opportunities through holiday promotions. Some brands have invested tremendously and achieved remarkable results. Some brands have no way to find effective WeChat marketing solutions so far.

Sticking to the original technical advantages and marketing ideas has proved to be very low in the input-output ratio under the marketing ecology created by WeChat. Today, based on Parllay’s two years’practical experience, we introduce three practical strategies to help automobile companies achieve their core goals.

1、Identify car purchasers

After Parllay big data statistical analysis, the annual behavior data of a WeChat official account with hundreds of thousands of users is far more than 10 million. Traditional CRM and human eyes are not recognizable. We need to adopt new methods to understand users, communicate with them, and discover their interests and behavior characteristics.

For example, by launching car clubs or clubs, influential car owners call on new car owners to actively join and leave their mobile phone numbers through WeChat. Or by offering related services, such as insurance, maintenance, etc., to attract owners to join. In short, the premise of all marketing, enterprises need to identify customers in the users, this work needs both marketing planning and technical support. Parllay is a very flexible platform, low-cost, fast online, carry-in feeling.

2 Identify sales opportunities

Customers and potential customers are not the same before they spend money. They are also different psychologically and on WeChat. Many well-known automotive companies use CRM to draw customer profile, which can transform user purchases. But the reason for the huge cost and little effect is that the profile of potential customers and customers are not the same in essence. Trying to use CRM (the wrong tool) to track user behavior on WeChat was futile at first. The correct way is to know the user’s behavior well, and then draw a portrait of the potential customer, as a guide to distinguish potential customers and intended customers from users, and then follow them up in a timely manner. Use Parllay and CRM to avoid ineffective CRM upgrades and to suspend rough marketing activities to maximize profits.

3、 Identify customer groups

Data from WeChat in 2015 showed that 70% of users like to read content related to their interests. Pushing promotional activities to old customers not only causes advertisement harassment, but also makes a huge difference in his mind in case the customers see the newly purchased car reduce its price and increase its activity. The great experience that marketers strive to create vanishes in an instant. Salesmen encourage potential customers to try driving in stores, while users receive summer maintenance guidelines, which may be useful, but when can KPI be completed? According to Parllay’s data, precise pushing articles to intended customers can improve reading to 90%, which is undoubtedly beneficial to customer communication of automobile brands.

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