WeChat Open Class H5 has gone viral in the circle of friends. Let’s see how WeChat, Alipay and NetEase use big data marketing!

WeChat Open Class H5 has gone viral in the circle of friends. Let’s see how WeChat, Alipay and NetEase use big data marketing!
Yesterday afternoon, the H5 of the WeChat Open Class went viral in the Moments: 

 The H5 of this WeChat Open Class is similar to the interactive method of the previous "2015 Tencent Global Partner Conference". The PPT at that time went viral on the Internet because it had a QR code that could test whether you were a WeChat red envelope user: 

Test which WeChat user you are The H5 data shared in this WeChat open class includes detailed information such as the user’s first friend, circle of friends, red envelopes, geographic location, etc. Similar to WeChat, the previous “Alipay 10-year bill” was also popular on the entire Internet at the time, and it also set the highest login record for Alipay wallet: 

Alipay 10-year bill At that time, in order to promote this marketing campaign, Alipay even shot a video advertisement. 

 This method of marketing through big data is being used by more and more products. This year, NetEase Cloud Music also launched "My Journey with NetEase Cloud Music in 2015". The only drawback is that NetEase actually wrote the wrong H5 title... 

My experience with NetEase Cloud Music in 2015 At this point, it has become "My 2015 with NetEase Cloud Music": 

My experience with NetEase Cloud Music in 2015 Marketing insights If you have not operated such cases, the content you write will definitely be empty. Chen Liang, senior director of Ant Financial's brand and public communication department who is responsible for the "Alipay 10-year bill", once made a good summary in an interview with the media. Here I share it with you: 1) Content is always more important than form, not form is more important than content Today we are talking about new media marketing, and we will talk about various channels and methods, but in our opinion, content is always more important than form. If you don’t have really good content, you won’t be popular no matter what form you use. 2) Only by understanding human nature can you understand the world you face We have our own ideas about the brand internally, our own set of concepts. As I am not a professional, Professor Wu Sheng knows that I used to work in public relations. I started as a member of the public relations team and am now in charge of the brand. Internally, we understand the brand at three levels: The first level is character, which is the character of the company. The second level is how you get along with the world. The third level is how you impact the world. Only if you understand human nature can you understand the world you are facing. Not only the users themselves, but also the companies are people. Only by understanding the human nature of the companies can you face this world. 3) Promote by making a good product In a broad sense, bills are products made by the marketing team, brand team or public team. We make this product better and better and promote it in the same way as making products. Whether we are making MVs or something else, we do it ourselves, creating everything by building products. 4) Emotions are not just complaints, but are based on function. Today, many people talk about emotions and feelings. We also know that the connection between a brand and its users cannot be simply based on functions, but we must know that emotions or feelings cannot be moaned without reason. If we talk about emotions in vain, it will not have much significance. Therefore, it must be based on our accumulation on the basis of product functions. This emotion comes from the user's heartfelt recognition. Why do users accept the bill? This is based on the accumulation of its past functions. 5) A brand is a person We often talk about various marketing means and methods. For example, Mr. Wu Sheng often talks about charismatic personality, but in our view, a brand is a person. If Liu Chuanzhi is not here today, I really wanted to ask a question just now, but I thought about it and decided not to ask. What if Liu Tao is not Liu Chuanzhi, but an unknown person, what should he do?

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