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1、Analysis:Brandrulesofsurvival:micro-channelmarketingfivedirectionsRapidgrowthofmicro-channelofusersincreasinglyattractingtheattentionofthebrand,accordingtoofficialfiguresreleasedTencent,inJanuary2013,micro-channelofthetotalnumberofusersexceeded400million,Japanmorethan10
2、0millionactiveusers,thereare70millionoverseasusers.Thisismorethan400millionusers,74%of20-30yearolds.Inadditiontoalargehigh-qualityactiveusers,micro-channelisanotherreasontoattractbrandhereyetbeenvarioussidebaradvertising,zombiepowderandpushinformationbombing.Intentionto
3、controlmicro-channelitselfisalso,lestitbecauseoftheexpandinguserbasebyBrandexcessivedisturbanddisgruntled.August2013Micro-channelupgraded5.0version,theoriginalpublicaccountisdividedintoservicenumberandsubscriptionnumber,theformercanonlypushonemessagepermonth,althoughthe
4、latterfrequencyis9raisedtoaweek,butitwillbetogetherandmanyotherbrandsfoldedintoafolderdisplay,theinterfacetoallowuserstobecomemoreclean.DigitalMarketingadvertisingagencyAKQA’sexecutivecreativedirectorJohanVakidisthatmicro-channelsuchpractices“worthyofrespect”.“Thisisthe
5、firstbatchoftheoriginaluserisveryvaluable,andmicro-channelisanewplatform,weneedtoanalyzeandlearn,cannotloseanyoneofthem.“JohanVakidissaid.AKQAultimatelyconcludedthat,sincethemicro-channelrelativeprivacyandpersonalcharacteristics,thatconstantlypushinformationtotheusermod
6、ewhereitisnotfeasible,buttheyalsofoundthatthemicro-channelavailabletobrandingandadvertisingcreative’sAPIisverylimited.Thiscontradictionmixedfeelingsalmostallbrandsfacethemicro-channelfeeling.Theirhandinthe“self-discipline”,donotwanttorepeatthepastonthemicrobloggingkindo
7、finformationinordertopushthebrandbasedmodel,ontheotherhandalotofcreativitybutalsobyplatformitselfmanyrestrictions.theseearlycooperation,havean“experimental”innature,9basicallyusingthemicro-channeltwo-dimensionalcode,voiceandothercharacteristicsdosomeentertainingextensio
8、n,butwiththeincreaseinthenumberofattempts,wereallbrandawarenesstoamorecleardirection-toprovideservices.Micro-c
