The pull of WeChat personalization: lessons western marketers should learn from China's superapp
April. 19, 2024 | By Blake Stone-Banks - RAPP
Since leaving China a year ago, one of the pleasures I miss most is WeChat, China’s celebrated superapp. As a user, I miss the level of control over experiences WeChat granted me, nearly ad-free interactions with people in my community and engagements with brands and services that put me in charge.
As a marketer, I miss WeChat for its focus on pull strategies via its incredible social commerce, sCRM and O2O toolkits, which stand in stark contrast to Western digital channels’ incessant push.