We were often asked by our clients - what's the difference between MP and OA? Which one shall I get? or More importantly - which one is better for my business?
Here is a short breakdown with an aim to provide some clarities:
1. Position:
OA - connects users via publishing messages, information, news. Its main function is to publish and promote information / content.
MP - focuses on product and service, main function is to engage and interact with users for the purpose of service delivery.
2. Functionality:
OA - relatively simple, focusing on "spread the word" .
MP - a powerful integration of online marketing, sales and CRM platform. It provides a full cycle of online shopping experience - order, delivery, interactive customer services etc.
3. Operation:
OA - involves around interaction with its existing follower base. The OA operator publishes an article promoting an product, with an aim to attract more followers (volumes). Then gradually directs its followers to another page for purchase.
MP - Wechat automatically promotes MPs within close radius (normally <5km) based on user's geo location once users launch nearby MP recommendations. MP users can also search for and choose MP with a direct purchase intent. This helps to reduce marketing and operational cost.
4. User experiences:
OA - the main purpose of OA is to provide information, sometimes it directs an user to a third party account should he/she wishes to use additional functions. , i.e send an enquiry or make a purchase
MP - Similar to an app, but without the need of downloading it from the App store, it usually launches automatically inside Wechat. An user can access all available functions immediately once it's launched.
5. Ways to access:
OA - can be access through search, friend's recommendation. An user must follow the OA to be able to receive information updates. Without following or saving the OA, an user must search by name again to allocate the OA.
MP - can be access through QR codes, search, recommendations from friend and / or group chats, prompts by Wechat base on geo locations, MP widgets promoted on OA or website. Users can also access the previous MP by pulling down on the Wechat interface without saving it.
Hope this helps.
Please contact support@vivacityapp.com if you require any further assistance.