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Posted by Xiaofeng Wang on December 10, 2013
WeChat (Weixin in Chinese), the hottest mobile social app in China, now has more than 600 million users. Because WeChat dominates mobile Internet usage, marketers are putting high expectations on its marketing potential. However, WeChat is not a good marketing tool yet for most brands, as it has several limitations:
What should marketers do with WeChat? They should use it more for servicing and supporting than for broadcasting. As I mentioned in my previous report, Winning Social Media Marketing In China, WeChat's one-to-one instant communication makes it good tool for supporting. In fact, some marketers, such as China Merchants Bank and China Southern Airlines, are taking the lead and using it for just that reason.