We Chat al­lows tar­geted ads to be sent to nearby con­sumers

China Daily (USA) - - BUSINESS - -FAN FEIFEI

China’s in­ter­net gi­ant Ten­cent Hold­ings Ltd is al­low­ing brickand-mor­tar busi­nesses, such as bak­eries and hair sa­lons, to send out more ac­cu­rate ad­ver­tise­ments, which add po­si­tion­ing and nav­i­ga­tion func­tions, to nearby po­ten­tial con­sumers via its pop­u­lar app We Chat.

The dig­i­tal fliers could help the brick-and-mor­tar stores es­tab­lish re­la­tion­ships with tar­geted users within ser­vice ar­eas, and lead on­line We Chat users to con­sume at off­line stores.

The ad­ver­tise­ment pro­vides the name, ad­dress and phone num­bers of the brick-and-mor­tar stores. More­over, the nav­i­ga­tion and dialing func­tions could help users reach the store quickly, ac­cord­ing to Ten­cent.

Fur­ther­more, en­ter­prises could de­fine the time pe­riod to dis­sem­i­nate the ad. For in­stance, cater­ing mer­chants could de­liver the ad be­fore or af­ter din­ner, while real es­tate firms could choose a re­lease time to avoid times when their cus­tomer ser­vice staff mem­bers take their breaks.

The so­phis­ti­cated ori­en­ta­tion func­tion means the ad­ver­tise­ment will be ex­posed to users more ef­fec­tively, and it is ben­e­fi­cial for the stores to grasp nearby po­ten­tial con­sumers and re­duce the waste of ad­ver­tis­ing re­sources.

Lu Zhen­wang, chief ex­ec­u­tive of­fi­cer of the Shang­hai-based Wan­qing Con­sul­tancy, said: “The busi­nesses don’t just show their prod­ucts on We Chat’s friends cir­cle. It is a deeper ex­plo­ration as the ac­cu­rate ad­ver­tis­ing makes users di­rectly place an or­der and con­sume at stores.”

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