This chart from R3 and Admaster’s China Digital Media Survey 2014, captures the sentiments of 300 digital marketing professionals from leading global and domestic brands when evaluating WeChat. While the mobile messaging app is high on everyone’s priority list, the reality is that both brands and Tencent have room to grow in terms of getting the most marketing value from the platform. At the top of the list is marketers’ difficulty in attracting enough targeted followers (52%), which may be addressed in Tencent’s soon-to-be launched WeChat advertising platform. Difficulty in evaluating outcomes was the second most mentioned challenge, followed by lack of interaction. As WeChat evolves from its closed messaging roots, it will be interesting to see how Tencent balances brand needs and monetization with preserving the unique user experience that made the app so popular. [R3 via Digitaling]
AdMaster精硕科技联合R3胜三管理咨询,联合举办第四届中国数字媒体营销年度调研。这针对中国300位数字营销专家的访问结果显示,移动端的应用是各家品牌主的必争之地,其中又以微信挂帅,尽管如此,还是有众多的品牌商在微信的应用上面临困难。在300位调研对象中,有将近过半(52%)的受访者,发现微信难以吸引足够的目标人群;第二高位(37%)的为难以评定的投放效果;第三位(20%)为品牌与粉丝的互动较少。作为腾讯热门产品的微信,相信各家都在观望腾讯如何用微信拉近品牌与受众的距离及如何提供独特的用户体验。[R3 via Digitaling]
The five biggest challenges facing WeChat marketers.
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