10,000 words review | WeChat ecosystem omni-channel marketing, video accounts fill the last link

WeChat has been developing continuously over the years, the traffic of WeChat accounts has been increasing, and the time users spend using WeChat accounts has been increasing. Let's follow the author to learn about WeChat ecological global marketing~

According to the latest financial report released by Tencent Holdings (00700.HK) on March 20, the WeChat ecosystem continues to develop, with the number of combined monthly active accounts reaching 1.343 billion and the number of daily active users of WeChat search exceeding 100 million. Video accounts have become one of WeChat's new growth points, with the total user usage time doubling.

As the WeChat ecosystem becomes more and more sophisticated and prosperous, its commercial value is recognized and valued by more and more brands. How to fully understand and grasp the WeChat ecosystem? How to achieve a closed-loop strategy for omni-channel marketing in the WeChat ecosystem? How to build the WeChat ecosystem into a new engine for brand marketing growth? These are questions that every brand that hopes to achieve growth with the help of the WeChat ecosystem needs to think deeply about.

This article will sort out a relatively comprehensive WeChat ecosystem full-domain marketing guide from six aspects: "marketing overview", "strategic planning", "user operation", "people-goods-place matching", "digital growth" and "future outlook".

1. Overview of WeChat Ecosystem Marketing

1.1 Development History of WeChat Ecological Marketing

Exploration period (2012-2015)

As the earliest marketing platform, public accounts opened the door to WeChat marketing. Initially, public accounts were mainly used to push information and provide customer service, and their commercial attributes were not obvious. In August 2013, WeChat launched the WeChat payment function. In April 2014, the enterprise account (the predecessor of WeChat Enterprise) was launched. These two functions laid the foundation for the commercialization of WeChat. In January 2015, WeChat launched Moments advertising, and brands began to try to place native ads in Moments.

Development period (2016-2018)

WeChat has launched a series of commercial tools, creating more possibilities for brands to conduct marketing within the WeChat ecosystem. In January 2017, the mini program was officially launched. The mini program built a lightweight online mall for brands, which can realize online sales, event promotion, member management and other functions. In November of the same year, WeChat launched the "Nearby Mini Programs" to use LBS to attract traffic. The richness and perfection of the mini program enables brands to seamlessly connect with users in marketing links such as customer acquisition, conversion, and retention. At this stage, WeChat ecological marketing entered a diversified development period, and mini programs, social advertising, content marketing, etc. went hand in hand and became the standard configuration of brand digital marketing.

Maturity stage (2019-2021)

The ideas and methods of WeChat ecosystem marketing are becoming more mature, and many new marketing outlets have emerged. In January 2020, WeChat launched the internal beta of the video account, and short videos began to emerge in the WeChat ecosystem. In early 2020, affected by the mask incident, WeChat video accounts and mini-program live broadcasts became very popular.

At the same time, private domain traffic, community marketing, social distribution, etc. have become hot spots for brands to compete for. More and more brands are shifting their marketing focus from public domain traffic to private domain operations, hoping to accumulate their own user assets. In March 2021, two-way binding between video accounts and official accounts will be supported, and a two-way display entrance will be opened, which can be switched between the video account homepage and the official account homepage. The content format of the WeChat ecosystem has been further enriched, and the channels for brands to reach consumers have become more diversified.

Transformation period (2022 to present)

WeChat has accelerated the pace of innovation in intelligence and video, injecting new vitality into WeChat marketing. In January 2022, WeChat launched the "Open Dialogue Platform" to help companies build intelligent dialogue robots and improve customer service efficiency. In June 2022, WeChat launched new features such as the "Mini Program Live Shopping Cart", providing new possibilities for the development of live e-commerce in the WeChat ecosystem. At the same time, the e-commerce ecosystem of WeChat Video Account is also constantly improving. More and more brands and merchants have settled in Video Account, reaching users through short video seeding and live streaming to achieve sales conversion.

WeChat Video Account is becoming an important platform for brands to conduct content e-commerce and private domain operations. Through high-quality short video content and interactive live broadcast experience, brands can better establish emotional connections with fans, thereby improving conversion and repeat purchases. In the future, WeChat Video Account is expected to further leverage its unique advantages of social fission and user sedimentation, form synergy with mini programs, public accounts, etc., and provide more possibilities for brands to grow in the private domain of the WeChat ecosystem.

1.2 Current Status of WeChat Ecosystem Marketing

The WeChat ecosystem covers a series of interconnected marketing platforms and tools, including the following:

• Official Accounts: Brands use official accounts to push pictures, texts, videos and other content to fans and carry out marketing activities such as brand publicity, product promotion and customer service.
• Video Account: Brands can achieve sales conversion by publishing short videos and conducting live broadcasts to promote content and sell products through live broadcasts.
• Mini Programs: Brands use mini programs to implement various marketing scenarios such as online shopping malls, user management, member marketing, social e-commerce, etc.
• Enterprise WeChat: Brands use enterprise WeChat to connect employees, customers, and partners, open up internal and external communications, and achieve social marketing.
• WeChat advertising: Brands place advertisements on WeChat ecosystem traffic portals such as Moments, official accounts, and mini-programs to reach target users and increase brand exposure and conversion.

It is worth mentioning that the sales of live streaming products on Video Account surged more than 8 times year-on-year in 2022, and maintained a strong growth momentum in 2023, with the total user usage time doubling. In 2023, the overall sales of Video Account and Mini Programs exceeded 100 billion yuan. Tencent hopes to achieve sustained and healthy growth in Video Account e-commerce revenue by improving the shopping experience of Video Account and strengthening integration with Mini Programs.

1.3 Core Value of WeChat Ecosystem Marketing

As the mobile application with the largest user scale and the highest frequency of use in China, it has become a key position in digital marketing. The large and active user base provides brands with huge reach and sales conversion opportunities.

The unique value of WeChat ecological marketing lies in that it opens up a direct connection between brands and users, providing an ecological closed loop that integrates social, information, services, entertainment, business and other functions. In this ecosystem, brands can achieve marketing goals such as brand exposure, content dissemination, user management, transaction conversion, and customer service through various forms such as official accounts, mini-programs, video accounts, corporate WeChat, and WeChat payment. In particular, the social attributes of WeChat give brands the opportunity to embed marketing into users' social networks and achieve fission dissemination and transaction conversion by leveraging users' social relationship chains.

Five core values:

1. Full-area reach: Covering every scenario where users use WeChat, providing full-link marketing opportunities.
2. Social relationship chain: Leverage social relationships such as friends and group chats to achieve efficient user expansion.
3. Integration of public and private domains: attract users in the public domain and divert them to in-depth operations in the private domain.
4. Service closed loop: seamlessly connect user services in customer acquisition, conversion, retention and other links.
5. Data sedimentation: Sediment user social, behavioral, transaction and other data to achieve refined operations.

2. Strategic Planning of WeChat Ecosystem Marketing

2.1 Brand positioning and tonality design

First, we need to clarify the brand’s unique value proposition and design a communication tone that fits the WeChat ecosystem around this proposition. Specifically, we need to do the following:

Insight into target users and clarify brand positioning

We need to deeply analyze the target users’ gender, age, occupation, income, hobbies, consumption habits and other characteristics to understand their behavioral characteristics and content preferences in the WeChat ecosystem. On this basis, we can refine the brand’s core selling points and unique value propositions to establish a differentiated positioning in the minds of target users.

For example, the target users of a new beauty brand are Z-generation women who pursue individual self-expression and like to show off their creative makeup on WeChat Moments. The brand can position itself around the proposition of "releasing the true color of me" and convey the brand value of encouraging self-expression.

Design in line with the brand tone of WeChat ecosystem

Based on brand positioning, we need to further design a brand tone that fits the WeChat ecosystem. The WeChat ecosystem emphasizes interpersonal communication, and users want to see real, interesting, and warm content. Therefore, the brand tone should highlight affinity and interaction, and close the distance with users through sincere, humorous, and personalized language.

In terms of visual design, it is necessary to take into account both aesthetics and functionality, so that elements such as layout, color, and images can not only convey the brand tone, but also adapt to the browsing habits of mobile terminals such as WeChat, and enhance the user experience. In addition, it is necessary to pay attention to popular content forms in the WeChat ecosystem such as emojis and long pictures, and take advantage of them to spread.

In terms of brand personalization and differentiation, we need to deeply understand the values ​​and aesthetic preferences of target users and extract a unique brand tone that is different from competing products. We can analyze users' online and offline behaviors, explore their preferences in content, interaction, purchase, etc., and transform them into the style genes of brand communication. We need to let the brand tone penetrate into multiple dimensions such as vision, copywriting, and audio to create a brand personality that users will never forget.

Ensure brand consistency across all channels

The WeChat ecosystem includes multiple channels such as official accounts, video accounts, mini-programs, and Moments ads. Each channel has a specific communication context and user psychology. It is recommended that brands first sort out the tonality benchmarks of each channel, then extract a unified brand tone, and then break it down and implement it in the communication scenarios of each channel to ensure consistent tonality.

For example, in the relatively formal content platform of public accounts, the brand tone can be more professional and authoritative; in social scenarios such as video accounts and Moments, the brand tone should be more down-to-earth and more immersive. Mini programs can convey brand tone through personalized services.

Continuously iterate and optimize with user insights

The WeChat ecosystem is changing rapidly, and user needs are constantly upgrading. Brands need to establish a regular user research mechanism to continuously gain insight into target users’ feedback and pain points, and dynamically optimize brand positioning and tone.

You can take advantage of the interactive nature of the WeChat ecosystem to maintain communication with users through questionnaires, topic discussions, private message conversations, etc., to understand their true opinions on brand content and activities, and to find room for optimization in brand tone.

In general, brand positioning and tonality design is a systematic project that needs to be based on solid user insights, balance brand USP and WeChat ecological attributes, and focus on consistency across channels. Appropriate brand positioning and tonality can help improve brand awareness and reputation, laying a good foundation for marketing conversion.

2.2 Marketing Goal and KPI Setting

To do marketing in the WeChat ecosystem, you need to set phased, quantifiable goals based on the brand development stage and marketing budget, and match them to various marketing channels and delivery scenarios. Specifically, you need to do the following:

Prioritize marketing goals

At different stages of brand development, the focus of marketing goals will be different. Start-up brands may focus more on improving brand awareness, growth brands may focus more on sales conversion, and mature brands may focus on improving user loyalty and repurchase rate.

Therefore, we should prioritize the marketing goals of each stage according to the development stage of the brand and the size of the marketing budget. We should avoid being greedy and wanting everything, but focus resources on creating hot spots and achieving breakthroughs with focus and rhythm.

Marketing goals are broken down into KPIs for each channel

WeChat ecosystem marketing usually involves multiple channels such as official accounts, Moments ads, mini-programs, video accounts, etc. Each channel has different positioning and advantages, and the corresponding KPI indicators should also be emphasized.

Taking the official account as an example, the KPI can be the number of readings, the number of views/comments/forwards, the number of new followers, etc.; the KPI of Moments ads can be the number of people reached, click-through rate, conversion rate, etc.; mini programs can focus on data such as visits, activity, retention rate, and transaction volume; video accounts should pay attention to indicators such as playback volume, interaction volume, and fan growth.

When setting the KPI for each channel, on the one hand, it is necessary to reflect the characteristics of the channel, and on the other hand, it is necessary to match the overall marketing goals, break down the macro goals layer by layer, and implement them in each channel and delivery scenario.

KPI setting should be based on industry benchmarks

In order to make KPI indicators more operational and challenging, we must fully draw on industry benchmark data, evaluate the brand's historical performance, and estimate growth space.

You can select benchmark brands in the industry as benchmark objects, study their data performance in various marketing channels in the WeChat ecosystem, and understand the benchmark level of KPI indicators. Then, consider the brand's own resource endowment, marketing budget and other factors, and set challenging but achievable KPI indicators.

For example, the benchmark value of the playback volume of a beauty brand’s WeChat video account is the average level of the industry’s top 10. Based on this and taking actual conditions into consideration, the brand can set a KPI target of 20% month-on-month or year-on-year growth.

Establish KPI monitoring mechanism

The setting of KPI indicators is not achieved overnight, but a dynamic optimization process. It is necessary to establish a normalized KPI monitoring mechanism, use data sources such as WeChat advertising background and third-party monitoring tools, and follow up the completion of KPIs of various channels in real time.

For KPIs that are difficult to achieve in the short term, we need to analyze the reasons in a timely manner, optimize marketing strategies, and adjust resource allocation. For KPIs that have already been achieved, we need to review and summarize the experience, and appropriately increase the subsequent target values ​​to motivate the team to continue to innovate and make breakthroughs.

In short, setting marketing goals and KPIs is a goal-oriented, data-guided scientific process. It is necessary to base on the brand development stage, learn from industry benchmarks, refine to each channel scenario, and follow the "setting-monitoring-optimization-review" workflow.

2.3 Resource integration and investment planning

WeChat ecosystem marketing requires multi-dimensional resource investment, including traffic resources, content resources, data resources, talent resources, etc. Scientific resource integration and investment planning can make marketing activities more effective. Specifically, the following points should be done well:

Comprehensive inventory of brand resources

First, we need to comprehensively sort out the brand’s resource endowments in the WeChat ecosystem, including the existing official account matrix, historical content library, user data, marketing budget, execution team, etc., and evaluate the scale and quality of existing resources.

On this basis, re-examine the brand's marketing goals and marketing strategies, analyze possible gaps in resource supply, and formulate targeted resource acquisition and optimization plans.

For example, if a brand’s own traffic resources are insufficient, it can consider introducing external traffic through KOL cooperation, mutual promotion, etc.; if the original content reserves are insufficient, it can hire a professional content team or MCN agency to provide support; if the user data accumulation is limited, it can take advantage of the social relationship chain advantages of the WeChat ecosystem to encourage users to actively improve their information and improve data quality.

Optimize resource allocation based on marketing goals

After taking inventory of resource endowments, we need to further optimize resource allocation, use limited resources where they are needed most, and focus on supporting channels and scenarios that can effectively promote the achievement of marketing goals.

Taking the public and private traffic of the WeChat ecosystem as an example, if the brand is in the start-up phase and the marketing goal is to increase brand awareness, then more resources can be invested in public traffic channels such as official accounts and WeChat Moments ads to leverage larger-scale exposure. If the brand develops to the growth stage and the marketing goal is to increase user conversion rate, it should increase investment in the operation of private traffic and achieve in-depth user operations through mini programs, corporate WeChat and other platforms.

Constructing multiple paths for resource acquisition

Brands’ own marketing resources are usually limited, so they need to expand multiple channels for resource acquisition and innovate ways and methods of resource integration. In addition to conventional budgetary investment, the following approaches can also be considered:

• Leverage the power of top KOLs and MCN organizations to connect with external high-quality resources
• Realize traffic sharing through mutual promotion and joint branding with business partners
• Initiate UGC activities to encourage users to produce brand-related content and form secondary dissemination
• Participate in hot marketing in the WeChat ecosystem and leverage the momentum to attract target users

Long-term investment in core resources

When doing marketing in the WeChat ecosystem, some core resources require brands to invest in a long-term and continuous manner to form exclusive barriers. Content resources are one of them. High-quality content is the key to attracting and retaining users, but content production has its own rules and it is difficult to achieve it overnight. Brands need to allocate content production resources in a targeted manner, including a full-time content team, a stable content production mechanism, and appropriate content incentives.

Marketing innovation in the WeChat ecosystem requires the support of a "1+N" compound talent team. The core is comprehensive management talents who understand marketing, and the periphery is professionals who master vertical fields such as content, live broadcasting, community, short video, and data. We should attach importance to the introduction and training of diversified marketing talents and build a talent team with complementary skills and efficient collaboration. We can absorb excellent marketing talents in the industry through a combination of internal training and external introduction, and give them greater room for growth and freedom of innovation.

In addition, the accumulation of data resources also requires a long process. It is necessary to establish a unified data management platform, standardize and structure user data, continuously enrich user tags, optimize user portraits, and provide data support for marketing strategy optimization.

In general, resource integration and investment planning need to be "targeted, synergistic, and sustained". Based on brand marketing goals, existing resources should be activated, incremental resources should be developed, and long-term investment should be made in key resources. Only by laying a solid resource foundation can brands maintain sustainable competitive advantages in the ever-changing WeChat ecosystem.

2.4 Marketing strategy formulation

Marketing strategy is the specific method and path for brands to achieve their marketing goals. It is a key step in transforming early market insights, resource inventory and other links into executable plans. In the WeChat ecosystem, common marketing strategies include content marketing, interactive marketing, social fission, KOL marketing, private domain operations, etc. Brands need to choose the most suitable strategy combination based on their own tone positioning, target audience, resource endowment and other factors. Specifically, the following points should be done well:

Develop a content marketing strategy

Content marketing is the most basic and commonly used marketing strategy in the WeChat ecosystem. Brands attract the attention of target users, build trust, and ultimately guide user conversions by producing high-quality content.

When developing a content marketing strategy, consider the following elements:

• The theme of the content should match the brand tone and meet the core needs of users.
• The content should be presented in a variety of forms, including pictures, text, video, audio, H5, etc.
• The frequency of content release should be regularized to form users’ reading habits
• The content should be designed with interactive mechanisms to encourage users to like, comment, and forward
• We should attach importance to the construction of content matrix and form synergy in various channels

For example, a food brand can focus on the theme of "delicious food on the tip of your tongue" by publishing recipe guides on the official account, production tutorials on the video account, and recipe search services on the mini program, thus forming a multi-channel and multi-format content matrix.

Design interactive marketing gameplay

The most prominent feature of the WeChat ecosystem is its social attributes, so interactive marketing is an essential strategic choice. Brands should make full use of the various interactive gameplays provided by the WeChat ecosystem to mobilize user participation enthusiasm and enhance user stickiness.

Common interactive marketing methods include:

• Embed small interactions such as voting, questionnaires, and lucky draws in official account articles
• Develop interesting H5 games in mini programs to guide users to participate
• Interact with users in real time through video live broadcast
• Carry out personalized interactive operations on WeChat for Business based on different user tags
• Plan online and offline themed activities to create an immersive experience

In addition, we should also pay attention to the innovation and iteration of interactive mechanisms and follow up on the product updates of the WeChat ecosystem. For example, WeChat recently launched new interactive functions such as "dialogue voting" and "rewarded Q&A", and brands should actively try them out to seize new traffic entrances.

Activate the social fission effect

The most unique advantage of the WeChat ecosystem is the fission propagation based on the social relationship chain of acquaintances. Brands should be good at taking advantage of this feature and encourage users to actively share with their friends by setting interesting and valuable fission incentives to achieve viral propagation.

Common social fission gameplay includes:

• Diffusion Koi Activity: Randomly select the user with the most shares/likes/friend invitations and send them a super-valuation prize, a dual incentive of fission + gamification
• Social red envelopes: Every time you successfully invite a friend to follow, you can get a social red envelope of a certain amount, using economic incentives to promote sharing
• Customized avatars/emoticons: Customized exclusive cartoon avatars/funny emoticons for users to stimulate user sharing
• PK competition: Using the most familiar WeChat group as the atomic unit, internal canvassing PK, team honor incentive fission

When designing fission activities, it is important to balance the user participation threshold and the attractiveness of the fission incentives, so that users can actively spread the content with "heart-thrilling and willingness".

Leverage KOL marketing voice

KOL marketing is one of the most commonly used marketing strategies for brands in recent years. By cooperating with KOLs such as celebrities, Internet celebrities, and industry influencers, brands can quickly reach the KOLs’ massive fans and quickly accumulate brand recognition.

When choosing a KOL, brands should focus on the following dimensions:

• Is the KOL’s audience profile highly consistent with the brand’s target audience?
• Is the quality and tone of the content published by the KOL consistent with the brand tone?
• What is the reputation and credibility of the KOL? Does he have a bad record?
• Whether the KOL's commercial offer matches the expected marketing effect

In addition, brands should attach importance to in-depth binding with high-quality KOLs, and not be satisfied with one-time cooperation, but to establish long-term friendly partnerships. They can consider jointly customizing products with high-quality KOLs, creating exclusive IPs, and deepening the binding of interests between the two parties.

Do a good job in private domain traffic operation

Compared with the wild growth of public domain traffic, private domain traffic has higher quality and a shorter conversion path, and is the core asset of the brand. Brands should attach great importance to the acquisition and operation of private domain traffic.

When operating private domain traffic, we must follow the principles of personalization and differentiation. We must conduct refined operations based on user tags, provide differentiated services for users in different life cycles, and maximize the repurchase rate and life cycle value.

In summary, marketing strategy formulation is a systematic project that requires combined innovation in multiple dimensions such as content, interaction, fission, KOL, and private domain, and continuous iteration as the environment changes. Based on marketing goals, it is necessary to balance resource investment, build a strategy combination that matches the tone of the target population, and leverage the traffic dividend of the WeChat ecosystem. At the same time, it is necessary to pay attention to the review and optimization of strategies, stop losses in time, and continuously accumulate marketing experience and data insights.

3. Global User Operation of WeChat Ecosystem Marketing

The core of global user operation is to achieve the coordinated conversion of public domain traffic and private domain traffic, and ultimately establish a global membership system for the brand. The introduction of public domain traffic is the first step in global user operation, and the purpose is to introduce massive users into the brand's private domain pool through various marketing methods.

3.1 Introduction of public domain traffic outside the ecosystem

• Offline QR code scanning: Print the brand WeChat QR code on offline physical materials, such as posters, flyers, stores, packaging, parcel cards, etc., to guide users to scan the code to follow the official account, open the mini program, and realize private domain diversion. Creative QR code scanning diversion methods can increase users' willingness to scan the code.
• SMS traffic diversion: In promotional activities, membership marketing and other scenarios, coupons, activity passwords, etc. are sent through SMS to guide users to enter the WeChat ecosystem to receive discounts or participate in activities. SMS traffic diversion can utilize existing user resources, awaken dormant users, and increase return visit rates.
• Social media traffic diversion: Use other social media platforms such as Weibo, Douyin, and Xiaohongshu to attract user traffic from other platforms and import it into the WeChat ecosystem. Cross-platform traffic diversion helps brands reach more people and introduce incremental users.
• Cooperative promotion: Carry out joint promotion with partners, place the brand's WeChat ecosystem entrance or content in the partner's channels, and guide the partner's user traffic into the WeChat ecosystem. By cooperating with leading partners in vertical fields, highly matched potential users can be introduced to the brand.

3.2 Introduction of public domain traffic within the ecosystem

Advertising in WeChat Moments: Brands can use WeChat Moments advertising to reach users accurately, and target advertising based on user portraits, directing advertising ideas and landing pages to brand mini-programs or adding micro-traffic. Pay attention to the timing and frequency of advertising to avoid causing user disgust.

• Choose high-quality materials with more user comments and friends' likes to improve the naturalness of the advertisement
• Test the click-through rates of different copywriting and materials to optimize the advertising effect
• Set differentiated audience targeting conditions for different target groups
• Reasonably set budgets, bids, and delivery periods to control costs

Public account graphic promotion: Publish high-quality content on the public account and set up user interaction paths, such as reading the original text, QR codes in the text, etc., to encourage users to enter the mini program, add corporate WeChat, etc. The content should have a certain degree of appeal to attract users.

• Ask questions related to user pain points at the beginning of the article to arouse reading interest
• Insert product selling points into the article and softly implant brand information
• Use gift packages and lucky draws at the end of the article to attract users
• Check the background data in time and track key indicators such as article reading volume and user interaction

Mini Program Sharing Fission: Through the sharing and invitation mechanism within the Mini Program, users are encouraged to actively share the Mini Program with their WeChat friends and WeChat groups, guiding more users to enter the Mini Program. Some incentives can be used to stimulate user fission, such as cash red envelopes, coupons, etc.

• Set up fission tasks, such as sharing to different groups, inviting new users, etc., to guide users to actively spread
• Give cash rewards, coupons and other incentives to users who complete tasks
• Fission activities should have a deadline to create a sense of scarcity and increase user participation
• The fission entrance should be prominent, such as pop-up windows, banners, etc., to facilitate new users to identify

Video account content seeding: Take advantage of the short video feature of the video account to output interesting and useful product videos to attract users’ attention and then guide them to the mini program or official account. Pay attention to labeling videos to increase exposure. You can also try video account live broadcasting to enhance real-time interaction and conversion with fans.

• Study the platform recommendation mechanism and use popular tags, hot search terms, etc. to increase video exposure
• The video should have a complete storyline and capture the user’s emotional pain points
• The video cover should be attractive, such as a big poster, question mark, exclamation mark, etc.
• At the end of the video, set text such as "Double click 666" and "Successful planting" to guide interaction

3.3 WeChat Private Domain User Operation

After introducing public domain traffic, it is necessary to ensure the continuous operation of private domain users, including strengthening user interaction, improving user activity, extending user life cycle, increasing user repurchase rate, etc., to maximize user value.

Official account fan management: regularly push high-quality content on official accounts to maintain user stickiness. Personalize and accurately reach different user tags. Guide users to interact, such as likes, comments, and reposts. Use the menu bar to set up quick entry points to facilitate users to enter mini programs or private domain groups.

• Set reply keywords to automatically identify user intent and provide accurate services
• Regularly review user data, segment different user groups, and provide personalized content
• Use CRM tools to achieve user life cycle management
• Set up a fan rating system to give fans of different levels exclusive rights and interests

Interactive social networking on video accounts: Continuously output valuable and resonant short video content through video accounts to strengthen brand awareness. Encourage users to comment and interact under videos to enhance mutual connections. You can also regularly launch interactive topics such as quizzes with prizes and challenges on video accounts to mobilize user participation enthusiasm.

• Initiate interactive topics with emotional appeals on the video account
• Interact with users during live broadcasts to enhance their sense of immersion
• Show user comments during live broadcast to encourage more participation
• Establish an online group with fans and provide daily companionship within the group

Mini Program Member Operation: With the advantages of high retention rate and high frequency of use of Mini Program, we will focus on member operation. We will improve the member level rights system, provide exclusive discounts and services for different members, and improve member loyalty. We will use the secondary development capabilities of Mini Program to continuously optimize the user experience and increase member activity.

• Build a multi-level membership system and set up membership packages, birthday gifts and other benefits
• With the help of LBS, AR and other technologies, we provide members with immersive and scenario-based experiences
• Set up team PK, check-in learning and other gameplay in the mini program to enhance user activity
• Regularly organize offline membership activities to strengthen brand recognition

Enterprise WeChat customer management: After adding users as enterprise WeChat friends, you can achieve one-to-one refined operations for customers. Regularly push product information, promotional activities, etc. to users. Record users' consultation, purchase, evaluation and other tracks, deeply understand their needs, and provide personalized services.

• Set customer labels to provide differentiated services for different customers
• Record customers’ birthdays, anniversaries and other time points, and send blessings regularly
• Invite core customers to join the internal WeChat group and form a team of seed users
• Conduct user research such as after-sales and questionnaire surveys through WeChat for Business

WeChat community/group operation: WeChat community is a gathering place for private domain traffic. It is necessary to do a good job in the daily operation of the community/group. Regularly carry out valuable group activities to guide users to discuss and share, and cultivate users' sense of belonging. Identify seed users and use their influence to drive the atmosphere in the group. Develop differentiated operation strategies for different communities/groups.

• Set personalized group business cards and group rules for different groups
• Set topic tags to group similar topics together for easier retrieval by users
• Set a welcome message for the group, automatically @ new members when they join
• We will occasionally carry out group activities such as quiz with prizes and fun tests

Connecting the public and private domains: The public and private domains are not separated. It is necessary to connect the public and private domain data, establish a full-domain membership system, and form a closed loop of user operations.

Public domain traffic diversion and private domain conversion. Public domain traffic diversion should be aimed at private domain conversion, building a convenient path for users to go from the public domain to the private domain. Clear private domain entrances should be set up in WeChat Moments ads, public account articles, and video account content to minimize user loss.

• In the public domain advertising, jump directly to the private domain mini program
• Implant micro-channeling, membership activation and other paths in the mini program
• Introducing WeChat’s private domain into other public domains such as TikTok, such as Video Account
• Set a unified ID for users from different channels to achieve global data tracking

Private domain activation and public domain voice. The activity of private domain users directly affects the public domain voice. We should do a good job in activating private domain users and encourage them to actively spread brand content and bring public domain voice to the brand. We can use sharing, fission and other mechanisms to enable users to become the brand's tap water.

• Encourage old customers in private domains to speak for the brand in the public domain, such as recording their usage experience on video accounts and Xiaohongshu.
• Spread high-quality UGC content on multiple public platforms to maximize brand voice
• Launch a private domain seed user recruitment plan and leverage KOC’s public domain influence to promote products
• Carry out preferential rebate activities in the private domain to encourage users to actively spread in the public domain

The global membership system is constructed to connect public and private domain data and build a unified global membership system. Users from different channels can complete identity recognition by connecting accounts and binding mobile phone numbers, so as to realize the interconnection and sharing of global membership rights, points and data.

• Use the WeChat open platform to connect public accounts, mini programs, video accounts, etc.
• Provide exclusive customer service for all members in the region to solve cross-channel problems one-on-one
• Member points, coupons and other benefits are shared across all channels
• Unified management of user behavior data from different channels to achieve global user operations

In short, the public and private domains of the WeChat ecosystem each have their own strengths, and brands should do a good job in top-level design to achieve an organic combination of the two. With the paths of traffic diversion, conversion, activation, and repeat purchase, the funnel optimization of the full-domain user operation can be achieved, and the massive user resources of WeChat can be deposited into the brand's private domain assets to build a solid moat.

4. WeChat Eco-Marketing: Matching People, Goods, and Places

4.1 User Insights

User insights should be based on the WeChat ecosystem, making full use of its global data advantages, and analyzing user characteristics in a multi-dimensional and dynamic manner through the data traces left by users in various contact scenarios such as official accounts, video accounts, mini-programs, communities, and payments. Collect user feedback through high-frequency and accurate interactive channels, conduct in-depth interviews at the front line, and explore the core demands of users.

User portrait and behavior analysis

Utilize the multi-dimensional data of the WeChat ecosystem to comprehensively portray user portraits:

• Obtain user demographic information, such as age, gender, and region, through user registration information on WeChat official accounts, mini-programs, video accounts, and other channels
• Understand users' spending power, spending habits, discount preferences, etc. through their use of WeChat Pay, WeChat Card Wallet and other functions
• Analyze users’ social relationships, interests, hobbies, personality traits, etc. through their interaction data in WeChat Moments and WeChat groups

Analyze user behavior paths and habits within the WeChat ecosystem:

• Analyze users’ browsing paths, dwell time, access frequency, etc. on official accounts and mini-programs to determine users’ preferences for different types of content
• Analyze users’ search history in the WeChat ecosystem to discover their potential needs and purchase intentions
• Analyze users’ behaviors in participating in WeChat interactive activities (such as voting and games) to understand users’ activity and participation
• Integrate WeChat payment, WeChat card wallet and other data to analyze users' purchasing behavior and asset status within the WeChat ecosystem, such as purchase frequency, average order value, coupon usage, etc.

Based on WeChat ecosystem data, users are accurately profiled and clustered:

• Gather user data from various WeChat channels to build a 360-degree panoramic user portrait
• Use machine learning algorithms, such as K-means, RFM, etc., to automatically cluster users
• For different WeChat channels, identify different types of users such as high-value users, dormant users, and lost users, and adopt targeted operation strategies

User demand mining and segmentation

Use the WeChat ecosystem to reach users and collect user feedback from multiple dimensions:

• Collect user consultation, complaints, feedback and other information through automatic replies on WeChat official accounts and WeChat mini-program customer service systems
• Set up interactive topics in WeChat groups and communities to guide users to express their views and suggestions on products and services
• Online research questionnaires are implanted through WeChat official account pictures and texts, video account content and other channels to collect user opinions at any time

Go deep into the WeChat front line and explore the core needs of users:

• Through WeChat video accounts, WeChat group voice, etc., one-on-one interviews with key users to gain an in-depth understanding of their needs and pain points.
• Collect user feedback from various touchpoints of the WeChat ecosystem, such as comments, private messages, etc., and summarize key demand points
• Quantitatively analyze the frequency of users’ usage, interactions, etc. in the WeChat ecosystem, and judge the intensity of demand

Based on WeChat ecological data, refined user needs division:

• User needs are segmented based on user interaction topics, purchase categories, usage scenarios, etc. on WeChat
• In combination with the characteristics of WeChat ecosystem, we target the scene-based needs, such as "listening to audio content on the way to work", "watching short videos after get off work", etc.
• Subdividing users into different lifestyle groups based on their active periods and visiting habits within WeChat, providing matching products and services

4.2 Product Strategy

Popular product creation and product selection strategies

• With the help of WeChat ecological traffic, quickly verify the effects of popular products
• Plant a small scale of popular product creativity in WeChat public accounts, WeChat groups, and Moments to test user response
• Through WeChat advertising, quickly expose target groups to monitor product click-through rate, conversion rate and other performance
• Based on WeChat mini program data, analyze user browsing paths, visit duration, etc., and evaluate the attractiveness of popular products.
• Use WeChat ecological data to optimize product selection strategies
• Use WeChat index, WeChat search ranking and other data to grasp the current popular product selection direction
• Analyze data such as WeChat payment, understand the consumption proportion, repurchase rate, unit price, etc. of different categories, and optimize the product selection structure
• Benchmarking the data of popular products in the same category in the WeChat ecosystem, refining product selection standards, and copying and creating explosive products
• Develop customized explosive products in combination with WeChat ecological nodes
• In line with the special marketing nodes in the WeChat ecosystem (such as official account tweets, mini program activity pages, etc.), customized development node exclusive products
• Customized and developed explosive products for WeChat core users (such as heavy users, opinion leaders, etc.)
• Develop exclusive products for development scenarios based on different consumption scenarios of WeChat users (such as gifts, self-use, etc.), according to different consumption scenarios (such as gifts, self-use, etc.).

Product experience optimization

• Deeply integrate into the WeChat ecosystem to create a seamless product experience
• Based on WeChat UI design specifications, optimize interface designs such as mini programs and public accounts to improve usability and consistency
• Make full use of open capabilities such as WeChat mini programs and mini games, such as one thing and one code, to create an immersive product experience
• Use WeChat Pay points, WeChat Pay and other infrastructure to open up the full link experience from grass planting, purchasing to after-sales service
• Use the live broadcast capabilities of video accounts to create an immersive product experience
• Live brand product live broadcast through video accounts, allowing users to experience product features in an immersive way
• Invite product designers and brand founders to live broadcast the story behind the product to enhance users' awareness and trust in the product
• Carry out live broadcast of product usage scenarios to truly reproduce the application value of the product
• Establish a closed loop of product experience to achieve continuous optimization
• Use WeChat ecological service capabilities, such as customer service, work orders, etc., to respond promptly to process user feedback
• Collect user experience feedback through WeChat official accounts, video accounts and other channels, and formulate product optimization plans
• Use WeChat access channels, such as service notifications, product updates, etc., to continuously inform users of product optimization results and promote secondary purchases

Personalized product recommendations

• Based on WeChat ecological portrait, product recommendations are realized with thousands of faces
• Based on the user's population attribute tags in WeChat, match appropriate product recommendations
• Analyze users' browsing, interaction, purchase and other behaviors within WeChat, and use collaborative filtering and other algorithms to recommend products they are interested in.
• Record users' multi-dimensional data within the WeChat ecosystem and optimize personalized recommendation strategies in real time
• Realize accurate product recommendations at various touchpoints in WeChat ecosystem
• Using official account pictures and texts, mini program pages and other channels, we can naturally implant product recommendations in reading scenarios
• In social scenarios such as WeChat community and circle of friends, we can accurately reach the target users by using topic discussions and friends to plant grass
• In conversion scenarios such as mini program purchases, public account orders, etc., timely recommendations are carried out based on user purchase intentions.
• Innovate WeChat ecological recommendation gameplay to increase user participation
• Invite users to share product recommendations in Moments and WeChat groups, and expand access through social fission
• Develop product recommendation games to increase users' acceptance of recommended content with interesting interaction
• Combine product recommendations with hot events such as festivals and brand IPs to attract users' attention

4.3 Content Marketing

Content planning and production

• Determine content positioning based on WeChat ecosystem user insights
• In-depth analysis of the crowd characteristics of users such as official accounts, video accounts, and mini programs, and refine content audience portraits
• Determine the content style and form based on the media usage habits of WeChat users in different periods and scenarios
• Comprehensively evaluate the distribution of WeChat ecological traffic and competitive product layout to find the differentiated content positioning
• In line with the rules of WeChat ecological traffic, formulate content production rhythm
• Study WeChat users' reading and interaction habits and grasp the best time window for content production
• Combined with WeChat’s intelligent power reduction rules, reasonably control the frequency of content updates to avoid triggering current limits
• Use WeChat ecological hot events, festival nodes, etc. to plan event-driven content to increase voice
• Layout a diversified content matrix to match the WeChat ecological traffic distribution mechanism
• According to the various WeChat traffic entrance mechanisms, matched content forms, such as graphics, video, audio, etc.
• Customized production of exclusive content for different channels of official accounts, video accounts, and mini programs
• Establish a content production mechanism of "central kitchen + front-end multi-channel distribution" to improve content production efficiency and distribution coverage

Creating and planting grass

• Clarify WeChat ecological assets and shape deep interactive brand IP
• Take stock of the accumulation of enterprises in the WeChat ecosystem, including official accounts, mini programs, communities, etc., and sort out the potential of brand IP
• Focusing on special products, services, brand stories, etc., refine the core elements of the brand IP, and present them in a unified manner through multiple channels to establish a comprehensive brand IP image
• Carry out brand IP interactive marketing in different WeChat positions, such as IP emoticon packages, IP interactive H5, IP offline flash, etc., to guide users to experience IP value in depth
• Layout the whole-region grass planting matrix to realize content fission propagation
• Integrate diversified content planting resources such as KOL, KOC, and user UGC to achieve full-domain coverage
• For the private domain traffic of WeChat, formulate a combination grass planting strategy of "Friends + WeChat Group + Public Account + Video Account"
• Carry out content cooperation such as brand soft articles, unboxing evaluations, etc. outside WeChat, guide users to divert traffic to the WeChat ecosystem and achieve content fission
• Using WeChat ecosystem to reach the grass planting closed loop that integrates product and effect
• With the help of WeChat Video short videos and live broadcasts, we will carry out brand content planting across the region to achieve rapid breakthrough in brand awareness
• Use interactive tools, coupons, etc. to trigger users' interactive conversion of content to achieve a closed loop from content planting to sales
• Through WeChat payment, mini-program stores, etc., users are diverted to the transaction link to achieve full-link operation of "planting grass-seeking-transaction"

Interaction and social communication

• Deeply operate WeChat social relationship chains and build a continuous interaction mechanism
• Use WeChat video accounts, official accounts and other content contacts as the starting point of the relationship chain to attract users' attention through high-quality content
• Operate WeChat groups, communities, and WeChat video account comment sections, carry out targeted topic discussions, and enhance user interaction and stickiness
• Insert WeChat-specific interactive elements into the content, such as voting, lottery, WeChat red envelopes, etc., to guide users to actively spread
• Leverage the new WeChat ecological interaction gameplay to achieve fission transmission
• Innovatively develop interactive mini programs such as AR interaction, one thing and one code to attract user experience and dissemination
• Join WeChat emoticons to carry out creative marketing, create brand-specific emoticon packages, and trigger users' spontaneous communication
• Use interactive functions such as live answering questions on video account and WeChat shake to activate users' social interests and drive content fission
• Build a multi-level KOC propagation matrix to achieve large-scale diffusion of content
• Identify brand KOCs through WeChat video accounts, public accounts and other channels, and establish a KOC resource library
• Set up differentiated incentive mechanisms for KOCs at different levels to mobilize their content production and dissemination enthusiasm.
• Establish an interactive mechanism between KOC and fans, KOC and KOC, form a multi-level interactive communication matrix, and expand the scope of content communication

In short, content operation should be based on the WeChat ecosystem, based on the content consumption and communication characteristics of WeChat, and create high-quality content that meets user needs and matches the platform's tone.

4.4 Featured Live

Live streaming is already a very mature business. Without further description, we will make some special explanations based on the WeChat ecosystem.

In-depth operation of WeChat private domain traffic to achieve accurate live broadcast traffic

• Using WeChat official accounts, communities, enterprise WeChat and other channels to refine the operation of enterprise private domain traffic
• According to user tags, behaviors, interactions and other data, targeted live broadcast room invitations are carried out to achieve accurate traffic diversion
• With the help of WeChat customer service system, robots and other tools, we can achieve automated contacts and reminders in live broadcast rooms

Give full play to the "relationship chain" attributes of WeChat live broadcasts and innovate relationship marketing gameplay

• Using social relationship chains such as WeChat friends and WeChat groups to carry out "grass planting-sharing-conversion" fission marketing
• Carry out interactions such as "friend group buying" and "help free orders" in the live broadcast room, and encourage users to share live broadcast content to the private domain circle
• Through the host interacting with users on the phone, and with the help of social trust among acquaintances, we can improve the trust and transaction conversion rate of the live broadcast room through the help of social trust among acquaintances.

Leverage WeChat mini-programs to realize live broadcast scenario-based marketing

• Develop customized marketing mini programs for the live broadcast room, such as live broadcast room lottery, interactive games, etc.
• Embed live room cards in mini-programs to achieve a seamless shopping experience of "watching while buying"
• Using the capabilities of mini program LBS and other capabilities, carry out online and offline linkage live broadcasts, such as store shopping guide live broadcasts, scenic spot experience live broadcasts, etc.

Link WeChat Payment points and corporate WeChat to create exclusive live broadcasts for members

• Based on WeChat Pay classification and corporate WeChat portrait tags, high-value members are invited to participate in exclusive live broadcasts
• In the exclusive live broadcast room of members, provide exclusive benefits such as pre-sale of new products, customized services, and exclusive benefits, etc. in the pre-sale of new products, including customization services, and exclusive benefits.
• Integrate member rights and interests in offline stores, online malls and other members to realize one-stop cashing in the live broadcast room

Integrate WeChat ecological resources to create an IP live broadcast marketing matrix

• Brand IP links cross-industry IP to guide users to check in and interact in the live broadcast room
• Combining WeChat video accounts and public accounts, incubating derivative program IPs around the live broadcast room to realize diversified monetization of content IPs
• Carry out live broadcasts of celebrity and KOL meetings, ignite the popularity and sales of live broadcast rooms

The unique value of WeChat live broadcast lies in the deep operation of social relationship chains, the efficient opening of transactions closed loops, and the diversified integration of ecological resources. Brands need to break out of the simple "live streaming" thinking, dig deep into the WeChat ecological opportunities, and achieve linkage innovation at multiple levels such as marketing, membership, and IP.

4.5 Social e-commerce

Social relationship chain discovery

• Using social relationship chain data such as WeChat friends and WeChat groups, we can mine the user's role characteristics and influence in social networks to achieve accurate user portraits
• By analyzing users' interactive behaviors in WeChat ecosystems such as friends, official accounts, and mini programs, we discover users' social preferences and trust relationships, providing decision-making support for social e-commerce marketing
• With the help of corporate WeChat, we can explore the connections between employees, partners, customers, etc. in social networks and expand the reach and conversion paths of social e-commerce
• Design a recommendation mechanism based on WeChat social relationship chain to achieve accurate product matching of "friends recommend friends" and improve the purchase conversion rate of social e-commerce

Social distribution and fission

• Build a multi-level social distribution system, and encourage users to actively share products on WeChat Moments, WeChat groups and other channels through commission rewards, triggering fission transmission
• Incubate social distribution nodes such as KOLs and group leaders in the WeChat ecosystem, and use their influence in social networks to drive more users to participate in purchasing
• Design interactive gameplay such as "social group buying" and "help free orders", and accelerate the fission spread of product information in social networks through mechanisms such as friend invitations and interactive PKs.
• Develop WeChat mini-program games, implant products into game scenes, use social mechanisms such as game rankings and friend PK to guide users to share spontaneously, and achieve subtle product planting

Social asset value conversion

• Deeply integrate the social relationship chains, interactive data and other "social assets" accumulated in the WeChat ecosystem with e-commerce operations to realize the monetization of social value
• In private domain traffic operation, a differentiated product recommendation system is built based on the user's social relationship network, realizing precise marketing with "thousands of people and faces" and improving customer unit price and repurchase rate
• Integrate the WeChat ecosystem to open up sales scenarios such as social media traffic and mini-program malls, video account live broadcast rooms, etc., to achieve efficient traffic diversion and transaction conversion
• Combining social fission customer acquisition with the membership system, converting social assets into user loyalty and long-term value through membership levels, points, discounts and other means
• The key is to give full play to WeChat’s unique advantages in social relationship chains, private domain traffic, ecological interoperability, etc., combine them with the brand’s product characteristics and marketing demands, and continuously innovate the operation model and monetization path of social e-commerce.

4.6 Online and offline integration

Whether it is owning offline stores or relying on flash events, exhibitions, etc. to carry out offline marketing, brands can focus on consumer experience, break online and offline barriers, and build a marketing system with omnichannel, full scenarios, and full links. Using the WeChat ecosystem as a connector, it realizes online traffic and offline conversion, member connection, rights and interests, experience interaction, sales closed loop, content planting, and scene integration.

Offline drainage and online conversion

• Set up a WeChat QR code scan area for offline stores, flash events, exhibitions and other scenarios to guide on-site users to pay attention to official accounts, mini programs, etc., to achieve online traffic diversion
• Release offline event previews in mini programs and public accounts to guide users to participate offline, improve event attendance rate and store customer flow
• Using the targeted ability of WeChat advertising, place advertisements around stores and near event exhibitions to accurately attract targeted people to the store or participate in offline activities
• Include WeChat clues for offline customer acquisition into CRM, carry out continuous and precise marketing, and improve online sales conversion through private domain operations

Online and offline members are connected

• Guide users to register online through the store cashier, realize online and offline membership connectivity, establish a unified membership file, guide users to register online on-site offline activities, issue electronic membership cards through mini programs, and realize online points rewards.
• Connect offline consumption, event participation and other data with online member files to realize refined member operations driven by the whole region
• Relying on WeChat card packages, WeChat payment points and other services, we can realize the mutual exchange of online and offline member rights and interests, and improve member experience and loyalty.

Experience interaction and sales conversion closed loop

• Develop pop-up stores and exhibition-specific mini programs, support on-site scanning of codes, interactive games, etc., and promote sales conversion
• Use live broadcasts, short videos and other forms to display stores or event sites online to attract users to visit offline and promote online sharing and communication
• Apply UGC content accumulated online evaluation, usage feedback and other UGC content to offline display to import social trust for offline sales

Combination of content marketing and scenarios

• Brands with stores focus on store characteristics and continue to output grass planting content through official accounts, video accounts and other channels to attract users to shop. Brands without stores can focus on hot spots such as flash events and industry exhibitions, and carry out marketing through H5, mini programs and other partners.
• Integrate online grass planting content with offline scenarios to create topical scenarios such as "Internet celebrity stores" and "check-in activities", and trigger users to share and disseminate spontaneously

5. Digital empowerment of WeChat ecological marketing

The digitalization of WeChat ecological marketing is a systematic project that requires systematic changes from the perspectives of data, technology, processes, and organization. Enterprises should establish a global data thinking, build a digital and intelligent marketing system, and promote customer-centric agile operations. Through data asset precipitation, data analysis insights, and intelligent application empowerment, marketing will be more accurate, efficient and intelligent, and drive the overall growth of the brand.

In addition to leveraging the endogenous data capabilities of the WeChat ecosystem, brands should also focus on connecting user data outside the WeChat domain to achieve full-domain data integration. On the one hand, they should use various data interfaces provided by the WeChat ecosystem to connect users' behavioral data at various touchpoints such as official accounts, mini programs, video accounts, and corporate WeChat.

On the other hand, it is also necessary to realize the data docking between the WeChat ecosystem and the brand’s own membership system, CRM system, e-commerce system, etc., and build a unified user data middle platform. Based on the user’s entire domain data analysis, the brand can understand the user’s correlation characteristics in content browsing, social interaction, purchasing behavior, etc., and realize the refined operation of the user’s entire life cycle.

5.1 Customer Data Management

• Establish a complete customer information collection channel, including official account forms, mini program login, customer service dialogue, etc., and accumulate WeChat ecological data assets
• Build a customer label system, systematically define labels based on customer attributes, behaviors, preferences, etc., and realize a comprehensive portrayal of customer characteristics.
• Track and analyze customer behavior data on various touchpoints such as official accounts, mini programs, corporate WeChat, and video accounts, to understand customer needs and optimize operation strategies
• Based on the customer life cycle management model, match the marketing strategies of customers at different stages to achieve the goals of new customers introduction, active conversion, repurchase improvement, loss recovery, etc.

5.2 Data middle platform construction

• Through the construction of data warehouses, data from various contact points of the WeChat ecosystem can be opened up to realize the shared circulation of data within the enterprise
• Using BI, visualization and other tools to establish a marketing data analysis and insight platform to provide data support for decision-making
• Build data analysis models and applications around marketing management, customer insights, product optimization and other scenarios to realize data value transformation
• Establish a data security and permission management mechanism to ensure data usage compliance and ensure user privacy

5.3 Marketing automation

• Clarify marketing processes, identify key links and user contacts, and find opportunities that can be automated and scaled
• Based on the contact forms of WeChat ecosystem, such as template messages, customer service messages, circle of friends advertisements, etc., build personalized contact strategies
• Relying on the WeChat ecological user ID system, we can connect various marketing activities, realize closed-loop tracking of the marketing process, and scientifically evaluate marketing effects.
• Through A/B testing, multivariate testing, etc., quickly verify the effectiveness of marketing creativity and content, and continuously optimize marketing automation strategies

5.4 Intelligent application

• Connect to the WeChat intelligent dialogue platform, provide 7*24-hour intelligent customer service, answer frequently asked questions from customers and improve service experience
• Using WeChat dialogue openness, develop intelligent dialogue robots based on scenarios and tasks, and innovate service and marketing models
• Apply intelligent algorithms to realize personalized product and content recommendations, improve conversion rates, and bring business growth
• Through AI empowering mini programs and other carriers, optimize search, navigation, interaction and other functions to lower the threshold for users to use

5.5 Organizational agility

• Break the department walls and build an agile organization to meet the needs of rapid response and flexible adjustment of WeChat ecological marketing
• Through OKR and other methods, build a company, department and individual goal management system to achieve the consistency of "strategy to tactics"
• Establish a marketing effect evaluation mechanism, optimize the allocation of marketing resources through indicators such as ROI and ROAS, and improve the scientific nature of organizational decision-making
• Encourage the integration and coordination of marketing system and R&D system, quickly implement innovative ideas, and accelerate product iteration and business innovation

When formulating marketing strategies and evaluating marketing effects, the effectiveness of each marketing strategy should be evaluated based on the input-output ratio, and the matching degree of resource investment and goals should be weighed. Through a reasonable marketing combination, the budget can be efficiently allocated among various marketing tools, the overall marketing ROI should be improved, and the brand performance growth should be provided strong support.

6. Future prospects of WeChat ecological marketing

6.1 Private domain traffic and community operations will become the main battlefield of marketing

• As the traffic dividend reaches its peak, the cost of obtaining public domain traffic has increased, and the importance of private domain traffic is becoming increasingly prominent. In the future, brands will pay more attention to the construction of private domain traffic pools, and continue to acquire and operate private domain users through multiple entrances such as official accounts, video accounts, and mini programs.
• Community marketing based on interests, needs and circles will become popular. Through community operations, the brand will build a private domain user scenario with high stickiness, high interaction and high conversion to realize a closed loop of marketing, service and commercial monetization.
• Layered operation of private domain users will become the norm. Brands will formulate targeted operation strategies based on user value, life cycle stage, etc. to improve private domain marketing efficiency and user repurchase rate

6.2 The WeChat ecosystem will accelerate the integration of online and offline

• The WeChat ecosystem will become a link between online and offline. Functions such as scanning code, LBS, shaking, and smart stores will open up online and offline scenarios, bringing consumers a more convenient and immersive consumption experience.
• Offline stores will become a key position for carrying brand image and service experience. Brands will use digital tools such as mini programs and video accounts to carry out digital transformation of stores to realize the digital closed loop of customer flow, sales, membership and services.
• The new retail model will continue to innovate under the WeChat ecosystem. Community group buying, O2O, live broadcast + store and other models will reshape the online to offline shopping paths, bringing consumers more diverse and personalized consumption choices.

6.3 Short videos, live broadcasts, and social shopping have become new growth points for WeChat ecological marketing

• Short videos will continue to maintain a strong momentum of content consumption. Brands will pay more attention to the production and distribution of short video content, and realize content marketing and sales conversion through video accounts, mini programs, etc.
• Live e-commerce will usher in explosive growth under the WeChat ecosystem. Brands will meet users' immersive experience and shopping needs through various methods such as self-broadcasting and broadcasting, and create a growth in live streaming economy.
• Social shopping based on WeChat ecological relationship chain will emerge. Relying on social shopping paths such as friend recommendations, group sharing, and WeChat payment, it will bring fission-like communication and sales to brands.

6.4 Full-link digital marketing capabilities become the core competitiveness of the brand

• The WeChat ecosystem will accelerate the pace of digital transformation of brand marketing. The full-link digital marketing capabilities with consumer insights, content creativity, relationship management, data analysis, etc. as the core will become the key to measuring the core competitiveness of the brand.
• The WeChat ecosystem will drive flexible changes in the organizational form of enterprises. Flat management, small front-end and large middle-end, and agile innovation will become organizational paradigms that adapt to WeChat ecological marketing.
• New technologies such as artificial intelligence, big data, and cloud computing will empower WeChat ecological marketing. Data middle platform, intelligent operation, personalized reach, marketing automation, AI creativity, etc. will bring new imagination space to marketing decisions and execution.

Standing at the new starting point of WeChat ecological marketing, brands must be based on the long-term and look at the future. Technology is rapidly iterating, user needs are constantly changing, and the market environment is undergoing dynamic evolution, which requires brands to maintain an open mind in WeChat ecological marketing and examine the development of marketing from the perspective of innovators. We must dare to break through existing thinking trends, explore new boundaries, new scenarios, and new methods of marketing, and penetrate marketing innovation into every capillary of WeChat ecosystem. Whether it is private domain traffic, social operations, short videos, live broadcasts, social e-commerce, to digital marketing and smart stores, brands need to maintain the courage and spirit of innovation and exploration, and accelerate the transformation of marketing models and value reconstruction.

In the future, WeChat ecological marketing will surely move from single-point touch to full-link operation, from extensive management to fine operation, from experience decision-making to digital and intelligent driving, and from online and offline separation to full-domain integration. Only when brands are consumer-centric, technology-supported, data-engine, and innovation-driven, can they truly realize the dimensional reduction and dimensional development of WeChat ecological marketing, build a private domain traffic pool and a digital growth closed loop based on WeChat, and drive the common growth of brand value and user value.

WeChat ecological marketing is not isolated, but an important part of the brand's overall digital marketing strategy. In the future, brands should coordinate multiple ecological channels such as WeChat, Douyin, Kuaishou, Taobao, and Xiaohongshu to accelerate the construction of a digital marketing matrix of all-region, full-link, and full-time periods. We should give full play to the unique values ​​of different content forms, user attributes, and marketing mechanisms of different ecology, realize differentiated operations, mutual traffic, data sharing, and member connection, and seek cross-ecology synergy effects. Through the creation of multi-ecology collaboration and the creation of digital and intelligent capabilities in all-region, brands can achieve unbounded expansion of access channels, optimization of user operations experience, agile iteration of marketing decisions, and continuous breakthroughs in business growth.

Author: Brand Laobai WeChat official account: Brand Laobai