European Automotive Brand Masters WeChat Marketing, Significant Increase in High-Value Prospects
01 Customer Background
This brand is a world-renowned automobile brand. In 2019, it released a new model and, upon entering the Chinese market, aimed to explore and expand innovative digital marketing within the WeChat ecosystem. The goal was to connect with the vast WeChat user base by offering personalized marketing interactive content and convenient mobile test drive booking services, attracting high-net-worth potential customers, optimizing the experience, and creating a seamless flow from online marketing scenarios to offline store visits, thereby driving sales growth.
02 Customer Challenges
For a long time, the automobile brand's methods of connecting with users in the Chinese market have been relatively limited. They primarily provided services to existing car owners through their official website and app, lacking touchpoints and making it difficult to attract new customers and engage in online nurturing initiatives for new users.
Although they have their own CRM system, their online marketing capabilities are weak, and they have not established an integrated online-offline data center, resulting in unclear user profiles.
Their WeChat ecosystem marketing matrix is incomplete, making it difficult to provide personalized services to the vast WeChat user base. Additionally, they struggle to create a seamless flow from online marketing scenarios to offline store visits.
They lack local marketing automation (MA) services in China, making it challenging to deliver personalized content marketing to existing users.
03 Solution
Part 1: Dedicated Mini Program Development and Creation of a DMT Data Center
1. Develop a dedicated mini program to enable user navigation between the official account and the mini program, enriching the content marketing matrix.
Considering that this brand's new series of models lacks customer and brand recognition, our initial strategy involves leveraging existing users to drive traffic to the new series.
For driving traffic, we chose to focus on a mini program within the WeChat ecosystem. Our main considerations for selecting a mini program are that it allows for seamless transitions between the official account and the mini program, and both are within the WeChat ecosystem. With WeChat's massive user base of over a billion users, this approach is more conducive to attracting new customers and effective user engagement.
In the mini program development phase, for feature design, our underlying logic is to allow users to customize and combine 8 vehicle variables, including body color, steering wheel, engine, accessories, and more, to simulate car selection online.
Additionally, we adhere to the brand's consistent tone of being understated, high-quality, and minimalist by simplifying the menu buttons to the greatest extent possible. We only provide the most essential menu functions. This approach serves two purposes: it helps filter out high-quality users, and it aims to enhance the user experience.
2. Integrate WeChat Layout with Dmartech to Create a Multi-Channel User Data Center
While developing the dedicated mini program, we also utilized Webpower's self-developed marketing automation (MA) tool, Dmartech, to build the data center.
We use the WeChat ecosystem as a crucial interface to track and integrate users' mini program behavior data and identity information. This data is then consolidated into the Dmartech data center we set up, awaiting further integration and analysis.
Part 2: Data Tagging and Tracking to Create a Dmartech-Brand CRM Data Integration
Create personalized menus using Dmartech, embedding tracking points in the menu to monitor user behavior.
The data source pathway for the Dmartech data center is achieved through embedding tracking points in the mini program menus. We embed tracking points in each personalized menu item to track users' click and navigation behaviors. This approach allows us to legally obtain users' WeChat ID information and also capture their behavior patterns. These data points are then centralized in the Dmartech data center for user insights.
Vast amounts of user behavior information are aggregated in the Dmartech data center, where they are categorized and integrated using a custom tagging system. This enables real-time insights based on user behavior. Additionally, the data is connected and integrated with the brand's own CRM database, allowing for data supplementation from both sources. As a result, a comprehensive dynamic user profile is established, identifying existing users, new users, high-intent users, and general users. This approach enables user segmentation and management.
Part 3: Differentiated Marketing to Drive Online-to-Offline Customer Acquisition and Integrated Car Owner Services
1. Build Automated Marketing Journeys for Personalized Marketing at Scale
Once the Dmartech data center has conducted in-depth user insights, generated user profiles, and segmented users, we then start building customized marketing journeys through Dmartech.
We utilize the previously created user profiles and scoring system for user segmentation. Then, by leveraging touchpoints such as the official account, mini program, and email, we carry out highly personalized engagement and refined operations for existing users, nurturing high-intent users and stimulating new user demand.
2. Focus on New Customers with an End-to-End Service Loop: Online Traffic Generation - Online Nurturing - Offline Sales - Online Validation
Since this brand is launching a new series of models, when building the mini program-official account marketing matrix, we focus more on nurturing and cultivating new users. We aim to create an end-to-end online-to-offline traffic loop through well-designed pathways and online content marketing, providing more quality communication opportunities for offline sales.
Therefore, in addition to the detailed online car simulation feature on the mini program page, we have also set up a form submission button called "Schedule an Appreciation", guiding high-demand users to proactively fill in their information. This information is then compared against user profiles in Dmartech to generate leads, which are directly pushed to the sales team. This prompts sales managers to proactively follow up, diverting online prospective users to offline stores for the product conversion process.
At the same time, the official account and mini program are highly integrated, attracting new users online and driving them to offline stores while integrating existing car owner services into the online platform. This addresses the differentiated service needs of potential and existing customers, completing an online traffic generation - online nurturing - offline sales - online validation end-to-end service loop. This process optimizes the conversion flow and enhances customer satisfaction.
04Project Highlights
- Developed a brand-specific mini program, highly integrated with the brand's official account, with personalized mini program menus to create an exceptional online car selection experience.
- Embedded tracking points in personalized menus to refine user navigation logic, seamlessly guiding users to leave key information at each step.
- Built a brand-specific data center through Dmartech, integrated with the brand's own CRM to enhance user profiles.
- Innovative new user acquisition channels, with Dmartech marketing automation facilitating the conversion of online prospects into offline customers, increasing high-quality communication opportunities, and improving sales conversion rates.
05Project Outcomes
After nearly a year of project execution, the brand's mini program page has reached nearly 100,000 daily active users.
More than 20,000 new high-net-worth users have been added, increasing high-quality communication opportunities and improving sales conversions.
In the subsequent operations, Webpower will continue to stand alongside the brand, conducting reviews to optimize and customize higher quality and more efficient marketing solutions. This will aid the brand in connecting with more high-net-worth user groups in the China region and drive brand growth. For more details on the case study, feel free to click "Read Original" to communicate with a dedicated marketing expert!
