Why WeChat is the Key to Successful Digital Marketing in Macao?
WeChat, one of the leading instant messaging tools in the world, has become integrated into the daily live of most Macao residents that not to be overlooked. Businesses, either big or small all realize users’ heavy reliance on the messenger and its enormous capacity to communication, making WeChat the battlefield of carrying out promotion and marketing.
Tencent Pinguin Research released “WeChat Impact Report” in March 2016 with the sample group consisting 40,443 participants online and 1,101 participants on the phone in China, as well as 1,017 WeChat official account operators and 806 enterprise account operators. The result has fully reflected WeChat’s indispensable role in changing users’ lifestyle and interpersonal relationship, and the ecosystem of promotion and marketing.
According to the result, 94% of WeChat users use WeChat everyday, in which 61% opens Wechat more than 10 times per day; on the other hand, the research initiated by Macao Association for Internet Research also indicates users in Macao open WeChat as high as 16 times in average per day.
Furthermore, more than half of the users use WeChat more than one hour, which means WeChat has become one of the most used social media for mobile Internet users.
WeChat owns 600 million active users and its penetration rate in Macao has exceeded 94% in 2015, which is equivalent to mainland China first tier cities such as Beijing, Shanghai, etc. At the same time, each WeChat user owns at least 50 to even hundreds of “friends”, which implies at least 14,000 perspective customers can be reached if 100 users share related advertising message on WeChat Moments.
In such a tiny area like Macao, interpersonal relationship is tightly connected with each other, which implies messages are easier to spread around every corner in the community in just one night. Hence, we can see WeChat as one of the most cost-effective and valuable mode of communication to allow you to achieving marketing objectives such as promoting new products, building up brand image and enhancing brand loyalty.
Tencent Pinguin Research. (2016). WeChat Impact Report. Tencent. (2015).
WeChat User Global Report 2015. Cheung, & Sheng. (2015).
Macao Residents Social Application and Online Purchasing Survey Report.