The disruption of the business model by the mobile Internet has made the financial industry face a dramatic change in the marketing environment. Consumer behavior patterns, consumer scenarios, and financial business models are becoming increasingly diversified under the influence of the mobile Internet. The new market environment brings different marketing challenges to traditional financial institutions and emerging financial brands.

Tencent Social Advertising in the deep cooperation with customers in the financial industry, found and summarized the financial industry marketing face six categories of pain points:

In response to the pain points of the above financial institutions in the marketing transformation, Tencent Social Advertising released "New Capabilities" at the 2017 Tencent Social Advertising Finance Industry Marketing Summit. New Ecology A new starting point - Tencent Social Advertising Finance Industry Solutions, through data, technology/products, traffic and other three core values of social advertising, to help financial institutions to achieve lean audience recognition, market breadth and depth of penetration, as well as the growth of emerging institutions and traditional institutional transformation and other different marketing objectives.

Wang Siying, head of operations for Tencent's social advertising finance industry, shares marketing solutions for the financial industry on-site

Open social four capabilities to achieve lean audience recognition

Through its social "technology, numbers" capabilities, Tencent's social advertising helps financial institutions accurately identify audiences, effectively pull new sneakers, wake up old customers, and improve delivery efficiency.

High-quality new customers：In the exploration of high-quality new customers, with the largest social ecology in China, Tencent's social advertising "financial cube" can build a social data-based financial tag market, to judge the financial needs of users and credit qualifications. In 2017, more than 80% of financial customers continued to use the "Financial Cube", with the best-performing customers receiving 42% less cost and 11 times more registered users within six months.

In the delivery side, Tencent social advertising according to parenting, professional class, education, payment consumption, sub-culture and other diverse customer financial attributes, to achieve the goal of fine reach. In addition, star fans, games, sports and other areas of specific interests of the targeted delivery. In cooperation with Zhonghong Insurance, tencent social advertising for its NBA audience to tap the NBA crowd for WeChat advertising, so that the interaction rate increased by 120%, the review rate increased by 300%.

At the same time, Tencent social advertising through the customer's side DMP, to achieve keyword expansion, convenient financial institutions in accordance with marketing objectives and geographical dimensions of self-service delivery.

Sneaker selection：Tencent's social advertising "signature" Lookalike crowd has expanded, upgrading to the marketing characteristics of the financial industry, with seed populations from the past 50,000 to 5,000, to more accurately select sneakers through the social relationship chain. Extending relationships not only includes students, colleagues, family members, partners and other strong relationship chain expansion, but also covers friends, low-frequency contacts and other weak relationship expansion, to help financial institutions "dig three feet" to explore high-quality sneakers.

"Sneaker Preferred" is another way for Tencent's social advertising to explore the sneaker, through the full number of Tencent users and advertisers CRM data, in the delivery of continuous optimization of the delivery of clues and crowd sorting, to select the most valuable potential customer groups. This year, 51 credit cards by the CRM data and Tencent full user data, access to high-quality conversion clues, registration ratio increased by 20%.

Loss Recall:For lost and silent users, Tencent's social advertising evaluates the value and churn of users and the reasons for their loss by connecting DMP with data from the financial products side. On this basis, the loss and silence of the user group recall value score, and high-score user groups according to their labeling system and traffic preferences for accurate delivery, to achieve the awakening or recall of high-quality user groups. Through the above solutions, Tencent Social Advertising selects the high-score customer group among the lost customers for wealth management, and delivers them accurately to achieve an effective recall.

Efficiency building:On the basis of the above lean audience recognition, Tencent social advertising also through oCPA/oCPM financial products conversion target intelligent bidding strategy, "dynamic commodity advertising" financial products personalized recommendation, WeChat intelligent orientation, open Marketing API interface and other operational methods, for financial institutions to complete the efficiency of the delivery side, optimize delivery costs and effects.

Enrich flow products to help financial brands penetrate the market

In response to the needs of financial brands in the breadth and depth of penetration of the market, Tencent social advertising integrates tencent mobile Internet ecology under the four scenarios, 9 types of traffic products, providing more than 12 marketing delivery forms, the interpretation of the changing forms of delivery.

QQ, Qzone, WeChat, QQ Browser, Tencent Mobile Butler, App Bao, Tencent News, Sky Express, Tencent Video and other 9 industry-leading traffic products, covering social, mobile applications, information and other core scenarios, and with Tencent Mobile Eco-Partners, to achieve full user coverage of the scene.

At the same time, with the upgrading of mobile product forms, new advertising forms continue to be added. For example, QQ video story ads, hand Q weather Windows ads and other forms, can be on the basis of the existing perfect delivery scene, more conducive to capturing the user's instant interest.

In recent times, the hot WeChat program has also brought a new platform for the promotion of financial products. As a new social connector, the small program can open up the membership, payment, card coupon and other systems, greatly shorten the conversion path, for financial product marketing to bring new opportunities based on new social features. In the promotion of WeChat platform for Zhong'an Insurance, in addition to friends circle, public number and other resources, Tencent social advertising also provides it with small program resources, so as to achieve the transformation of customers, and ultimately make it in the WeChat ecology of the cost of access is only half of other platforms.

Emerging financial brands and traditional financial institutions, different needs of different countermeasures

The same is the marketing transformation, emerging financial brands and traditional financial institutions have different foundations and status quo, in the marketing side also have different needs. To this end, Tencent social advertising for the above two types of customers, respectively, developed targeted solutions.

For emerging financial brands, Tencent Social Advertising launched a "combination of product efficiency, two-track drive" of the "cross-sectional plan", through special user analysis, in-depth marketing insights, integrated communication strategy, brand index monitoring support of the four major sectors, to help the new brand effectively promote and continue to receive customers, to achieve a win-win situation.

For traditional financial institutions that already have a certain amount of DMPs, Tencent Social Advertising realizes one-party data and social DMPs through the financial marketing cloud platform to share Tencent's social advertising skills and digital capabilities, and to achieve the continuous empowerment of financial institutions to help them complete their marketing transformation.

In the introduction of financial industry marketing solutions, Tencent social advertising will also provide a more perfect financial operation and service system, in-depth financial sub-industry, to achieve close and sophisticated operation, and through the industry agent service system to export social capabilities, all-round help the financial industry to a new marketing starting point to dig "golden" social era.