China 2020: Three alternatives to WeChat for marketers in China

This post is written by me, Claire Zhao and Yolanda Gao. It was posted on Essence Global’s site and I repost it here for your easy reference.

Without a doubt, WeChat has massive reach in China with nearly 1 billion daily active users (DAU). Its reach – and comprehensive ecosystem that includes chat, payments (WeChat Pay), apps (Mini programs), and more have made it a standard point of engagement for marketers in China. However, the intense competition on this now ubiquitous platform is making it increasingly challenging for marketers to stand out.

Brands looking for alternatives to WeChat can find plenty of platforms that offer a closed-loop marketing solution from awareness to consideration and through to sales. Many also offer closed-loop measurement so that advertisers can calculate ROI more easily. In this article, Chandler Nguyen (VP, Product, APAC), Claire Zhao (VP Strategy, China), and Yolanda Gao (Media Activation and Ad Operations Director, China) offer perspective on three alternative platforms amongst many in the market. “

For more details, please refer to here.

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