Make good use of LINE's diverse marketing to effectively convey information

This article was originally published in Economic Daily

Affected by the COVID-19 epidemic, many small and medium-sized enterprises have been affected. Everyone is trying their best to find effective marketing strategies and channels.

In addition to advertising on Facebook or Google, there are actually other options. For example, LINE, which is quite familiar to Chinese people, can be considered as a solution.

LINE’s amazing penetration rate in Taiwan

As of July 2020, there are more than 21 million LINE monthly active users in Taiwan, and more than 80% of them know or have added at least one official LINE account as a friend. What’s interesting is that 70% of users are between the ages of 20 and 49, which happens to be the main consumer group.

In the past, it was expensive to open an official LINE account, and the native functions were limited. If you wanted interesting and diverse interactions, you often had to spend extra money to connect to third-party software. However, it has been continuously revised recently. Not only can group messages be pushed to active users or customized labels, but also AI automatic response messages and free phone calls have been added to integrate more business application scenarios. In addition, LINE will also launch a community function in the summer of 2020 to strengthen interpersonal interaction and communication.

Affected by the significant decline in the reach of Facebook’s algorithm, some merchants have recently begun to direct customers to the [LINE official account] (https://www.vistacheng.com/2020/05/line-at-party.html). Not only can important information be directly delivered to customers, but customers can also obtain the information they need more intuitively. With the three-way combination of LINE official account, LINE group and LINE community, it is expected to effectively improve the synergy of marketing.

The LINE official account can not only be used for customer communication, but also complements each other in various seminars, forums and other event applications. In addition to quickly providing correct event information, it can also save a lot of paper and achieve environmental benefits.

LINE marketing expert Xu Hanting pointed out: “In addition to being used by physical merchants and e-commerce, the gameplay of LINE official accounts has become more diverse recently! Applications range from technicians’ guilds, cram schools, universities, travel agencies to care centers, etc., and are also used for internal communication within the company and the recruitment of new employees.”

Successful cases of annual meeting activities

For example, the 68th International Youth Chamber of Commerce National Annual Conference held in Kaohsiung in September 2020 used LINE as a solution for the first time. The association has 152 branches, and nearly two thousand members and their families participated in this event. Su Kui also attended the conference and encouraged everyone to serve the public and train themselves.

In order to deliver information more quickly and effectively, the Palembang Chapter specially used the official LINE account to set up an “Annual Meeting Helper” to provide real-time event information. Not only was this move refreshing to members, but it only cost less than 10,000 yuan to promote nearly 50,000 messages during the annual meeting, which can be said to be quite cost-effective.

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