On Tuesday, November 20th, the World Federation of Advertiser’s held their final meeting of the year. The World Federation of Advertisers (WFA) is a global trade association for multi-national advertisers and national advertiser associations. Its membership is made up of around 85 of the world’s top 500 advertisers and a number of national associations in 60 markets.
Resonance’s Paul McNeill was invited to host a very interactive session on how the latest developments in the Wechat eco-system. After the sharing of some mind-boggling numbers, a deep-dive was shared on the versatility of WeChat as it has morphed from a communications tool into a fully-fledged business tool.
Particular emphasis was on how best to leverage on the Social-CRM opportunities within the WeChat universe, the diversity, and flexibility of mini-programs and how this deeper communication can lead to direct sales, through Social-Commerce. With top marketers from INFINITI Motor Co., Hong Kong Disneyland, Cathay Pacific, Nespresso, Estée Lauder, Hasbro, and others, the dialogue was fun, probing and engaging, just what you want from social engagements.
Critical perspectives and discussions from the talk included:
- WeChat has now an apparent dichotomy between business use and personal use
- The business tools currently available through WeChat and associated API’s allow for a mind-boggling array of services to be accessed directly through the WeChat platform
- With over 170 million people engaging daily with over 1 million mini-programs, it is essential to stand out from the crowd with services that add value to a consumer’s daily life
- Social CRM now allows for a very granular and highly targeted approach to communication
- Social commerce accessed through WeChat is on the ascendancy and will continue to grow as more and more marketers get to grips with the power that they can retain in the customer buying journey