Consumers engagement pattern has caused a major marketing shift in recent years. Social media has outgrown many marketing channels and Chinese embrace it most compare to their fellow users around the world.
Just which social media platform will have fastest results in China marketing? If you are thinking of WeChat, you might have to think twice.
WeChat with over 800 million Monthly Active Users (MAU), is now the most popular tool that marketers think highly upon. No doubt, its multi-tasking ability and user-friendly structure greatly influence consumers’ life. It is a good brand-building channel, but definitely not the fastest outreach tool you expect it to be. A quick engagement outcome is a result of several concoctions and WeChat is where direct communication with fans take place.
Compare to WeChat, Weibo has ‘merely’ 269 Million MAU, but promotion results without advertising, Weibo scores high. This Twitter simulated platform could easily capture 6-figure impressions and above in any campaign, if it is being properly delivered.
Needless to say, media buy could now provide pretty accurate target audience data with quick results, measurable KPI and enable ROI calculation. If cost is not an issue, this is definitely the fast way to reach out to Chinese audience. However, it cannot do without the help of a landing point, which is the social media platform.
Without advertising, WeChat and Weibo combined effort could still reach KPI, but with longer lead-time and it is not impossible.
All marketing tools are inter-related as consumers are more complex than we think. The traditional marketing funnel system no longer applies. Integrated engagement effort does. In other words, you have to be on multi channels at all level of your marketing outreach effort. Ultimately, content is still the king.
The best solution is to start with on solid ground. Establish a quality Weibo and WeChat platform. A good campaign strategy combine with media buy and social media channels would be the most effective marketing strategy.