On September 12, Tencent Social Advertising, together with Bank of Communications Credit Card Center, co-organized a symposium on "Bank of Communications Credit Card and Tencent Social Advertising Credit Card Incremental Program" to discuss the market incremental solutions for credit card issue business. Zhang Minyi, Deputy General Manager of Tencent Social Advertising, Sun Yikun, Deputy General Manager of Bank of Communications Credit Card Center, Wang Jinmin, General Manager of Customer Development Department, Lu Chengxuan, Senior Director of Brand Advertising Business, Song Qiong, Deputy Director of Brand Advertising, and other senior officials attended the meeting to review the results of this year's cooperation and plan future development strategies.

▼Zhang Minyi, Tencent's deputy general manager of social advertising, introduced tencent's platform advantages for social advertising

Open capacity:

Create connectors for consumers and financial institutions

Under the "connector" strategy, Tencent's social advertising, with its natural genes such as big data, social, and mobile marketing, is committed to becoming a connector between consumers and financial institutions, driving the growth of the latter business. From January 2017 to August 2018, the cost of investing in Tencent's social advertising by banks, insurance, securities and other financial institutions continued to grow, with credit card growth of 265%.

In response to the marketing needs of the credit card industry, Tencent social advertising in the provision of marketing all-link solutions, based on the creation of a "4-1" exclusive access program, through high-quality and rich traffic resources, built for bank customers data capabilities, complete creative and conversion link products, zero-use threshold technology tools and other four productization capabilities, coupled with a mature advertising agency service system, to meet the efficient new bank customers, brand building, data applications and other marketing needs.

Results review:

The approval rate and conversion rate have been steadily increasing

▼Wang Jinmin, general manager of customer development at the Bank of China Credit Card Center, said that the results of social advertising were better than expected

Since May, Bank of Communications Credit Card Center has been working with Tencent on a series of social advertising launches. Tencent's leading data and tool applications for social advertising are the highlights of this launch:

Through the above measures, combined with high-quality traffic resources and creative materials, Tencent social advertising for bank credit cards to bring a steady increase in approval rate, audience quality is constantly optimized.

Data Insights:

Find future incremental breakouts

Relying on data insights, Tencent's social advertising helps Bank of Communications credit cards gain further insight into the market landscape and explore incremental sources from the "stock" and "incremental" dimensions. Among them, the "stock" insight is based on the user who already holds the bank credit card, through the analysis of the user's age, region, consumption preference, asset status and other data, to explore the characteristics and commonality of the stock user, "increment" focuses on the insight of the new advertising crowd, to help Bank of Communications credit card in-depth exploration of potential user distribution.

With the above data and user insights, Tencent's social advertising can more accurately develop a delivery strategy for Bank of Communications credit cards, accurately reach incremental population, and continuously optimize conversion results.

Prospects for the future:

Continuously develop market increments

In the future cooperation, the two sides said that they will be based on efficient access to new, brand building, efficiency building three dimensions, and constantly optimize the flow, technology, data applications, and cover the Bank of Communications more types of credit cards, credit card issued a comprehensive efficiency.

Senior designer of Tencent User Research and Experience Design (Tencent CDC) also shared ideas and optimization strategies for information forms at the conference to help bank credit cards improve the user experience in the process.

The partnership with Bank of Communications Credit Card Center is the first direct delivery project of a large joint-stock bank in Tencent's social advertising, which has a benchmark effect on the credit card issue industry. Zhang Minyi, Tencent's deputy general manager of social advertising, said: Tencent's social advertising will transform its capabilities into the credit card industry's own productivity, for customers to win sustained growth. We are confident of the prospects for future cooperation and win-win results.

▼Sun Yikun, deputy general manager of Bank of Communications Credit Card Center, introduced the cooperation

Tencent's social advertising has been a business driver for the financial industry to integrate Internet technology and innovation, said Sun Yikun, deputy general manager of Bank of Communications Credit Card Center. Through the opening up of Tencent's social advertising capabilities and the continuous cooperation between the two sides, we will accelerate the marketing upgrade of the credit card issue business.