analysis- brand rules of survival- micro-channel marketing five directions（分析-品牌的生存规则-微通道营销五个方向）.docVIP

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analysis- brand rules of survival- micro-channel marketing five directions（分析-品牌的生存规则-微通道营销五个方向）.doc

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analysis- brand rules of survival- micro-channel marketing five directions（分析-品牌的生存规则-微通道营销五个方向）

Analysis: Brand rules of survival: micro-channel marketing five directions Rapid growth of micro-channel of users increasingly attracting the attention of the brand, according to official figures released Tencent, in January 2013, micro-channel of the total number of users exceeded 400 million, Japan more than 100 million active users, there are 70 million overseas users. This is more than 400 million users, 74% of 20-30 year olds. In addition to a large high-quality active users, micro-channel is another reason to attract brand here yet been various sidebar advertising, zombie powder and push information bombing. Intention to control micro-channel itself is also, lest it because of the expanding user base by Brand excessive disturb and disgruntled. August 2013 Micro-channel upgraded 5.0 version, the original public account is divided into service number and subscription number, the former can only push one message per month, although the latter frequency is raised to a week, but it will be together and many other brands folded into a folder display, the interface to allow users to become more clean. Digital Marketing advertising agency AKQA’s executive creative director JohanVakidis that micro-channel such practices “worthy of respect”. “This is the first batch of the original user is very valuable, and micro-channel is a new platform, we need to analyze and learn, can not lose any one of them . “JohanVakidis said. AKQA ultimately concluded that, since the micro-channel relative privacy and personal characteristics, that constantly push information to the user mode where it is not feasible, but they also found that the micro-channel available to branding and advertising creative’s API is very limited. This contradiction mixed feelings almost all brands face the micro-channel feeling. Their hand in the “self-discipline”, do not want to repeat the past on the microblogging kind of information in order to push the brand based model, on the other hand a