2023年1月4日

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

By iclick | IParllay Marketing Blog, Marketing in China

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

iclick
2023-01-04

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.

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.

●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.

（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.

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.

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.

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.

Effectively manage WeChat users with “lifecycle”

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

Effectively manage WeChat users with "lifecycle"

iclick
2023-01-04

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.

Four Practical Strategies to Promote User Binding to Membership

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

Four Practical Strategies to Promote User Binding to Membership

iclick
2023-01-04

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.

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

By iclick | IParllay Marketing Blog, Marketing in China

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

iclick
2023-01-04

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.

Increase Contact Acquisition Channels and Increase Lead Conversion Rates

By iclick | HubSpot, IParllay Marketing Blog, Marketing in China

Increase Contact Acquisition Channels and Increase Lead Conversion Rates

iclick
2023-01-04

HubSpot’s Inbound Marketing model integrates email, social media, and website design into a four-step process.

Through SEO, production of high-quality content, etc., users can actively understand the enterprise when using search or social networks, and be converted into website access users;

The access users of the enterprise web pages, some have the willingness to purchase, and leave the corresponding contact information by filling out forms or binding social accounts, and become potential customers of the enterprise;

Email potential customers, make phone calls, keep track of them, and finally close deals, turning users into purchased customers.

After the customer reaches the transaction, the company will continue to provide follow-up services including customer service to satisfy the customer and ultimately form a good effect.

It is not difficult to see from the inbound marketing process that the contacts obtained and managed by HubSpot are from the web page and have left contact information. There are two obvious shortcomings. First, WeChat has gradually become an important channel for online marketing. Its business value has gradually been recognized by domestic and foreign companies, but web marketing cannot reach WeChat users. Then, HubSpot marketing is based on the premise that visitors have contact information. The integration developed by Parllay can solve these two questions.

WeChat has a large user base. With the advantages of mobile terminal, natural social and location positioning, each information can be pushed, so that each individual has the opportunity to receive this information, and then help the merchant achieve point-to-point precision marketing. The leads obtained through WeChat promotion are directly synchronized to HubSpot and become contacts, which greatly increases the access channels of contacts.

Due to the interactive ability of WeChat official account, Parllay can reach users who are not registered in the promotion, that is, fail to become HubSpot contacts. This is the remarketing in the function introduction. To give a simple example, through the promotion activities, 1000 people subscribed the WeChat official account, and 500 of them were synchronized to HubSpot as contacts. At this time, the contact conversion rate was 50%. Then, Parllay filters out the remaining 500 unregistered users and conducts a second round of marketing promotion. If 100 of them leave a contact in the new promotion to become HubSpot contacts.The contact conversion rate is increased to 60%. Parllay’s WeChat remarketing capabilities for unregistered users perfectly compensate for HubSpot’s shortcomings in this area.

Build a Cross-platform User Journey

By iclick | IParllay Marketing Blog, Marketing in China

Build a Cross-platform User Journey

iclick
2023-01-04

User Journey refers to the entire process of user interaction with the company from the first contact until the payment is completed.

It’s useful to invest some time and experience in creating a user’s journey.

To be able to understand customers more thoroughly and comprehensively, to accurately analyze and classify customers.
Focus on the entire process from the initial visit to the goal, not just one aspect. This kind of setting can avoid the disadvantages of excessive attention to detail, and we can analyze the advantages and disadvantages of our products and services in all aspects.
Customer journey analysis is done entirely from the perspective of the customer. The company can directly understand the pain points of each stage of the customer and what the customer wants at this stage.
Help companies refactor their products or services into business process reengineering.

The HubSpot+WeChat integration solution syncs WeChat users to HubSpot’s CRM. Contact activities include not only their behavior on the web side, but also their behavior on the WeChat official account. The user’s cross-platform behavior activities are unified in HubSpot. The enterprise can obtain the cross-platform behavior of the contact in real time, timely understand the activities of them on the web and the WeChat side, and seamlessly identify the potential customers/sales opportunities online (website + WeChat).

Create A Single Customer View

By iclick | IParllay Marketing Blog, Marketing in China

Create A Single Customer View

iclick
2023-01-04

A Single Customer View is an aggregated, consistent and holistic representation of the data known by an organisation about its customers. This data can be viewed in one place, such as a web page or a product port.

Businesses Want A Single Customer View

Businesses of all sizes understand the importance of a single, unified customer view. A single view of the customer is beneficial, as the unified identity allows for an aggregated representation of personal data and customer behavior. While there are many advantages to building a single customer view, many businesses struggle to overcome the challenges associated with building one. Without a holistic representation of the customer, organizations lack the visibility they need in order to keep business moving forward efficiently.

A Single View of the Customer Provides Numerous Benefits

Organizations strive to deliver effective marketing and sales campaigns in order to boost revenue and drive new business. In order to deliver better campaigns and empower field sales teams, having an identity management solution that allows businesses to obtain a single customer view is crucial. An identity management solution allows companies to look into and examine previous customer behaviors, interactions, purchases, etc., to better analyze and target customers to create a single view of the customer. Moreover, with a single view, sales teams are empowered, as they now have information to develop a complete understanding of prospects and customers. Sales teams can understand what products prospects and customers have expressed interest in, what has already been purchased, documents that have been signed, and even feedback and reviews regarding the product. Because companies often have a number of departments which interact with consumers (sales, marketing, customer service, IT, etc.), customer data gets placed in a number of different systems. One department may use an ERP system to manage financial data, while another uses a CRM system to organize customer information. Other parts of the business might use billing, application tracking, and social media monitoring applications to engage with and understand customers.

A single customer view benefits organizations, allowing them to minimize costs, simplify business processes, and have the strategic edge over the competition. With a 360 degree view of the customer in a single location, business can run more efficiently and effectively. Not only are companies able to better target and drive business with a higher quality of insight, they can also minimize costs by avoiding ineffective marketing tactics. Additionally, a unified view of the customer on a single interface ensures that business can run without complications when employees are out of the office, sick, or on vacation.

A study conducted by Gartner states that “To successfully target, acquire, develop and retain customers, organizations rely on accurate, comprehensive, up-to-date customer information and insight.” This insight provides businesses deeper visibility into their customers and their behaviors, allowing them to better market and sell products. Moreover, as businesses grow and the channels of customer engagement increase, the importance of creating a comprehensive and accurate understanding of the customer increases as well. Building a complete customer view has become a major challenge for businesses to overcome, but one which has a very valuable payoff.

Challenges Surround Single Customer Views

With several systems and applications managing different types of information, it is difficult to create a single customer view in which all the details associated with the customer are in one location. Moreover, legacy systems can complicate matters, creating difficulties when it comes to sharing data, as they are outdated and inflexible. Data silos, or systems that hold valuable information, are isolated, making it difficult for organizations to be optimally productive.

As businesses employ SaaS and cloud-based applications and systems, sharing data with on-premise systems becomes complicated. Furthermore, as the number of devices and channels of engagement increase (mobile, computers, tablets, face-to-face, apps, etc.) it becomes increasingly difficult to manage information related to a single customer when it comes from numerous devices, databases, applications, and departments. Disparate applications contain all sorts of customer data and without a single customer view, businesses must run multiple applications at once to obtain all that information. Switching back and forth between different applications can complicate tasks and slow down performance. What’s more, different systems must not only communicate seamlessly, they must also be aware of business rules associated with each application and service.

Create A Single Customer View With Parllay

As WeChat becomes an important channel for online customers acquisition, the various attributes and activities of WeChat users have important commercial value. However, CRM software adopted by many companies in the world, such as Hubspot, has strong customer management, web marketing and automated marketing capabilities, but does not have WeChat user management capabilities. For companies that use HubSpot and WeChat to conduct business, customers are scattered in two systems, unable to focus on data analysis, automatic marketing and customer management, which not only increases customer operating costs, but also reduces marketing efficiency, while also affecting the effectiveness of precision marketing. Based on its powerful WeChat data deep development analysis and integration capabilities, Parllay launched the HubSpot+WeChat integration solution. Contacts obtained by the enterprise from WeChat can be automatically synchronized to HubSpot’s CRM, including contact WeChat attributes and real-time WeChat behavior. At the same time, companies can also trigger WeChat official account actions through the HubSpot workflow to interact with users. As such, a single customer view is well represented in the HubSpot.

What’s the difference between the WeChat Official Subscription and Service Account

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

What’s the difference between the WeChat Official Subscription and Service Account

iclick
2023-01-04

From the view of WeChat users there maybe not so many differences between the Subscription Account and the Service Account. As it seems like the Subscription Account folding shows inside the Official Account list and the Service Account independent shows in the dialog list in our WeChat. But From the view of Enterprises, it’s almost totally different.

1. QR Code

Whether the Subscription Account or Service Account, the QR code can be created in the background of WeChat public platform. However, the parameter QR code can only be created by the Service Account, which means this will not only can let users subscribe the same Official Account but also can help Enterprises to identify the following users from which channel. Combined with the feature of Parllay-automation, you could also automatically tag users from different channels. Achieving personalized engagements based on user’s tags and their behaviors.

Parametric QR codes have two types of it. Which is temporary and permanent QR codes. The permanent QR codes can be created up to 100,000 to meet the marketing needs of enterprises.

It will required enterprises to develop according to the interface document by themselves if they would like to use the parameter QR code function of the Service Account.

Or the feature could be used directly by choosing Parllay.

2. Data capabilities

The Service Account has much more interface which allows us to check the key data results, such as who scanned the QR codes, who visited the H5 pages by the articles posted in the Official Account, whether they shared the pages to others, all the data related to these kinds of user behaviors can only be available by the Service Account.

This is especially very important to the enterprises who wish to use the WeChat Official Account to convert their users into leads on the websites. Data capabilities are also important to WeChat marketing, you can also create the marketing funnel to do the analysis of conversion, it’s a necessary part of the daily operation of the WeChat Official Account.

3. Articles post

From the view of the enterprises, the Service Account can post 4 articles each month; the Subscription Account can daily post 1 article. But from the view of users, they can monthly receive up to 4 articles from the Service Account and can be received up to 31 articles from the Subscription Account.

However, although the number of the Subscription Account posted is far more than the Service Account it won’t be shown to the user’s dialog list. The chance that articles can be first viewed by WeChat users is also greatly reduced.

On the other side, Service Account provides a set of AIM(advanced interface module) which allows us to post 100 times daily, by sending different messages to different users, the increasing number of post times greatly improves the effect of precise interaction between enterprises and users.

For example, an enterprise plan to send promotional discounts to users every week on the Service Account. And segment all its users into two groups.

Users of Group A: 1,000 VIP members

Users of Group B: 6,000 ordinary members

Planning to push two messages per week for each group.

So in one month, the enterprise sends total eight messages (2 messages per week, 4 weeks per month) to the two groups of users, while members and VIP members the discount information received are different, but the total number of messages received by each user per month is still four.

4. Template message

Enterprises can apply for the use of template message function through Service Account as a notification to service users. Each industry has its own industry-specific template. Enterprises can submit applications according to Wechat’s prompt in the management feature of Wechat public platform, which can be used after Wechat’s approval. The format of the template message is relatively fixed. Although it can only be edit by text, it can also add links. Enterprises can modify the corresponding fields in a limited range when they use it.

There are two kinds of usage of template messages. The first most common scenario is integration into CRM or systems used by enterprises. For example, if you have a bank card tied to the Official Account, you will receive a notice of withdrawal when it is completed.

The second situation is that template messages are used as activity notifications for the convenience of the marketing department. In this case, it needs the help of Parllay to complete the push. Because the template message can be selected in the WeChat background, but the background cannot available for push, so if the marketing department wants to push the template message to users without Parllay, it needs the support of it’s IT department.

5. WeChat Payment

Wechat Payment is familiar to everyone, but only the Service Account can use the Wechat Payment which can insert links in the pushed articles at will, instead of putting links in the “Read more” at the bottom of the article. This can greatly improve the click rate of article links. Through the practice of Parllay, it is proved that adding the front links in the article, adding links to graphics, and using well-designed CTA (call to action) can greatly increase the click rate by 2-3 times, or even more.

Topics: WeChat Service Account, WeChat Subscription Account, the difference between subscription and service account, menu, QR code, WeChat data, WeChat articles, WeChat menu, WeChat marketing

Utilize WeChat‘s Location-based Marketing Features

By iclick | IParllay Marketing Blog, Marketing in China

Utilize WeChat‘s Location-based Marketing Features

iclick
2023-01-03

WeChat can detect user location, enabling brands to target potential customers nearby. This function also comes along with the features like “Shake”, “Look Around” and “Drift Bottle”. This feature covers more than 300 cities and 2,500 counties nationwide.

Leveraging your WeChat followers’ location information can be beneficial for online and offline businesses. These features are where the “Tinder-esque” features come into play. WeChat is often used by singles who use the app to look for people nearby. Be careful when you turn this function on!
DiDiDaChe is a taxi hailing plus personal transport app, similar to Uber. It uses WeChat to access the user location while the user can track the driver’s distance from the pickup address. WeChat mini-programs also use geographical data that users can find when they are nearby.

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