Gartner Research

China Summary Translation: 'Five Ways to Engage Consumers Over WeChat'

Published: 07 January 2016

ID: G00295251

Analyst(s): Sandy Shen


Enterprises are using WeChat for marketing, customer service and digital commerce, but not all initiatives are successful. IT leaders should master the fundamentals of engaging consumers over WeChat with a value-driven and personalized social offering before employing more techniques.

Table Of Contents



Five Ways to Engage Consumers Over WeChat

  • Key Challenges
  • Recommendations



  • Develop a Strategy to Initiate the Conversation
  • Personalize the Interaction
  • Build a Multichannel Experience
  • Direct Complex and Sensitive Transactions to Mobile Web and Apps
  • Use Gamification for Engagement and Brand Promotion

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.