Community marketing is developed on the basis of community marketing and social media marketing, and the user communication of community marketing is closer than the former two; common community marketing success stories such as: Fan Deng, Xiaomi, Xiaohongshu, etc. And so on, of course, including WeChat group marketing.
1. Characteristics of community marketing
As long as people carry out social activities, they will form a community, so the community exists naturally. To be a community should not be forcibly forming a group; it should be to identify the characteristics of a natural community and determine whether this group meets the marketing conditions. , and then unified management and implementation of marketing activities for these groups.
Taking the WeChat community as an example, it is not because we want to sell something that we gather some people for broadcast sales, but because we recognize that some people have the same purchase intention, we gather these people to carry out the next step. One-step marketing transformation; the essence of community commercialization is the country email list behavior of using social relations to conduct business activities, social relations and clustering attributes come first, and business activities follow.
2. Advantages of Community Marketing
1) Spread
The community has three functions: spreading, socializing, and trading, so the community can easily become the source of viral fission.
The viral effect of Pinduoduo is obvious to all:
Founded in 2015, Pinduoduo completed the initial huge traffic accumulation through aggressive viral user fission; these traffic made the number of annual active buyers on the Pinduoduo platform reach 418.5 million in 2018, and the year-on-year growth rate of various core indicators was in the triple digits above.
After a large influx of traffic into Pinduoduo, its users have spontaneously organized WeChat communities such as "bargaining groups" and "watering groups". Pinduoduo has formed many self-service marketing communities based on WeChat. These communities are not only active High precision and high precision.