On 13 April 2018, the WeChat Marketing Summit Chat Conference was hosted by entrepreneurs in Shanghai. Aaron Chang, the founder and CEO of JINGdigital was invited to attend and deliver a speech at this event. Aaron has been involved in the marketing industry for decades and recently founded JINGdigital, a leading WeChat marketing automation platform in China. This makes him more well-versed in the marketing of brands in China.
The theme of Aaron’s speech was: “Binding the WeChat System to Members is the key for brands to maximize the value of each individual customer.” With the introduction of digital marketing, “member binding” has become an indispensable part of the marketing process. From as early as the last century, brands have used the membership system to improve customer duplicate purchase rate and loyalty. With membership cards out of date, WeChat is the right access to bring back the membership system. WeChat’s real-name system makes it a good choice for brands to bind customers to their company. The new digital “membership card” is stored in the WeChat card package, which is easy to manage and convenient to use.
Leading in WeChat’s automated marketing industry, JINGdigital provides services through WeChat official account. JINGdigital helps brands convert followers into potential customers and non-followers into brand members. For example, JINGdigital’s unique “Welcome Journey” uses an automated system to bind during the “conversation” and converts followers into members. This operation can reduce the loss of traffic caused by the original H5 registration.
JINGdigital’s WeChat marketing automation technology makes interesting interactions between brands and members in order to enhance customer loyalty and improve membership rates. In the speech, Aaron listed online and offline activities, retail stores, WeChat payments, e-commerce mini-programs, and other scenarios that allow customers to become members of a brand. Therefore, this spontaneously became a marketing strategy for KOL to complete purchases. Aaron also shared different marketing characteristics of B2B and B2C with corresponding practical cases.
According to JINGdigital’s research, WeChat is not the only business channel for B2C brands to successfully enhance interactions with customers, but it is an important platform for B2B brands to cultivate customers and increase the purchase conversion rate.
JINGdigital’s WeChat marketing automation strategy is based on the recording of followers’ individual attributes and behaviors, and then develops clear follower portraits after information analysis to personalize marketing content for these followers. Marketing automation forces brands to understand the “I” (each individual follower) and to let every “I” become a unique marketing process. Thanks to marketing automation, brand awareness is improved while developing the purchase conversion rate and brand loyalty.
JINGdigital, China’s leading provider of WeChat marketing automation, helps brands personalize experiences for individual followers. Thereby it deepens brand influence and increases purchase conversion rate.
In 2018, JINGdigital successfully passed the evaluation to become a Salesforce ISV partner and enabled more international and Chinese companies to explore WeChat marketing.