Tencent Social Advertising Dry Share: Brand Marketing for Social Style
With the full rise of social media, social advertising in the Chinese market into a new cycle of shift speed, the outbreak of the wind has come, brand marketing upgrade in the immediate.
On May 25th, at the AD-2016 Tencent Social Advertising Marketing Summit held in Beijing, Tencent Social Advertising launched the concept of "AD-plus" for the first time, releasing three major trends in brand and social marketing, creating a new generation of accurate and efficient advertising that fully unleashes social energy from the dimensions of connectivity, upgrading and ecology, empowering business, enabling the upgrading and innovation of the advertising industry and brand marketing models. Tencent Group Vice President Lin Wei, Tencent Social Advertising General Manager Luo Zheng attended the summit with JD.com, Easy Car, LeEtics and other advertisers, as well as marketing agencies and academic guests.
Since the first year of 2015, Tencent has made a comprehensive layout in the fields of finance, education, health care and public services with the mission of "Connecting", said Lin Wei, Vice President of Tencent Group. Tencent Social Advertising in the age of AD plus will focus on connecting people and business, improving marketing efficiency through big data technology and advertising upgrade innovation, empowering business, building a new marketing ecosystem, and sharing social connections and business value with partners. "
Three major trends: social media has come, the opportunity of the AD-plus era
In the age of AD-plus, brand marketers who stand at the mouth of social style have both opportunities and challenges, are good at keeping up with the wind and upgrading their thinking, and advertisers who dare to innovate in the number of digital marketing routes will become the sharers of social marketing dividends. In response, Lin shared insights into the marketing landscape, pointing to three major trends in AD-plus in 2016.
Tencent Group Vice President Lin Wei shares the three major trends of AD plus
Trend 1: Social advertising is a must-have for advertisers.Entering the social age, advertisers are more willing to serve social ads, nearly 85% of advertisers choose to serve ads on social platforms. In the exploration of advertising form, the advantages of native advertising are obvious, and have been proved to be the least offensive form of advertising, but also has become the core area of advertisers' choice and innovation of advertising platform. Tencent social advertising in the industry to take the lead in the introduction of QQ spatial information flow advertising success, continue to make efforts to innovate, bring a new round of advertising upgrade: "no interference" - advertising naturally integrated into the consumer's content consumption environment and experience, so that users have the initiative to interact with the brand, immersive experience can effectively capture the user's attention; "Layer-by-layer" - Ad information display layer step by step, from brand awareness to closed-loop purchase, to provide users with a smooth advertising experience, in the social scene naturally trigger conversion. From the experience of the new car circle of friends advertising when the immediate light to fill in a form to book a 4S store test drive, from QQ space advertising to star hardcore fans personalized recommendations, to become a loyal user of the brand, and share the consumer experience with friends, experience smooth, highly immersive mobile native advertising to achieve a subtle transformation effect, from the car, fast-moving, e-commerce, high-end fashion luxury goods, etc.
Trend 2: Social advertising bridges the product gap.In the past, advertisers through display ads, search ads, e-commerce station promotion and other channels, respectively, to attract consumer attention, interest, comparison to purchase conversion, user decision-making impact chain is longer, product efficiency is fragmented, the effect of measurement is difficult, efficiency is difficult to improve. Social advertising not only has a better brand rendering power, while supporting the purchase, download, attention and offline conversion to achieve, more importantly, based on Tencent social advertising unique mobile payment, LBS, strong account system and other social advertising scenarios of the basic connectivity, user decision-making chain unprecedentedly shortened, product efficiency fusion, greatly improve the online and offline conversion efficiency. In the practice of social advertising marketing, the interaction diffusion based on the social relationship chain produces a magnification effect similar to the "butterfly effect", which ultimately plays a role in effectively enhancing the brand influence and sales transformation. Taking Tencent and JD.com as an example, thanks to the opening of the data account system and the establishment of a marketing closed loop, consumers from being attracted by advertising to spending alone in JD.com, experience fast, smooth and efficient, "product" and "effect" from division to integration has become a reality.
Two straight faces: human-centric data mining and goal-oriented delivery innovation
Luo Zheng, general manager of Tencent's social advertising department, deeply analyzes the two basic problems of marketing: the object of marketing, and the fundamental purpose of marketing. The mobile Internet makes the communication channels between advertisers and users change in essence, the communication unit is further fragmented, the audience accuracy and the scale of delivery are often difficult to have both. On the other hand, CPM, CPC-based traditional advertising sales model can not be directly linked to the advertiser's marketing objectives, user conversion costs are difficult to control. Luo Zheng put forward tencent social advertising marketing solution ideas, through "face the user" and "face the goal", to help the brand to control the social style.
Luo Zheng, Tencent's general manager of social advertising, explains the new model of digital marketing
First, face the user and do big data mining with people at the core. According to Tencent's latest earnings data, weChat and WeChat combined monthly active accounts reached 762 million, QQ, QQ space monthly active accounts reached 877 million and 648 million, respectively. Based on Tencent's large-scale, multi-dimensional, cross-terminal, diversified data base, brands can not only gain in-depth understanding of the audience from the basic dimensions of population attributes, geographic location, device behavior, etc., to achieve accurate delivery, but also according to the advertising needs of their industries, understand the characteristics and behavior of users and vertical industries, target user groups; Tencent's unique social relationship chain population expansion can also be through the analysis of the user's social relationship chain, to explore the seed users have a specific social relationship with the potential audience, effectively expand the target audience size, and based on WeChat, QQ two account systems and their associations, identify the use of different devices to access the Internet the same user, to achieve effective control of crowd coverage and reach frequency. "From user insight, precise targeting, crowd expansion to audience optimization to re-focus, always in people, to help advertisers in precision and scale between the search for the best solution, is Tencent social advertising to the industry's data technology technology upgrade and the embodiment of the new digital marketing concept," Luo Zheng explained.
Second, face the goal, goal-oriented innovation delivery model. Luo Zheng proposed a "Target-CPA" solution to provide advertisers with a new way of bidding and performance optimization: advertisers only need to select a specific target, such as download activation, registration, put into the shopping cart, etc., to provide the average price willing to pay for this target, and timely and accurate return performance data, Tencent's social advertising system will use the conversion estimation model, real-time estimate of the conversion value of each exposure, automatic bid, and ultimately according to the click-through fee. Conversion estimation models are also automatically optimized based on ad conversion data to continuously improve the efficiency and input-output ratio of your ads. By sharing the launch cases of brands in the tourism, marriage, e-commerce and other industries, Luo Zheng demonstrated the advantages of controllable conversion costs and increased conversion volume of simple and intelligent Target-CPA bids.
On the round-table forum on the topic of "One Product, One Future", advertisers such as 360, Easy Car, Pepsi Foods, LeEQ Mall and Tencent partners shared excellent cases and exploration practices in product efficiency integration, and reached the consensus of "two returns", that is, marketing should return to the user's origin, promote user demand insight through data dynamics, is the key to fully tap the user's full life cycle value, formulate and adjust marketing strategy; Continuous delivery optimization to maximize the value of the product.
Forum: product efficiency in one, the future has come
Create a marketing ecosystem and share social dividends
On-site, WPP, JD.com, Scene Lab and Tencent Social Advertising co-sponsored the debut of the social brand lab, the first marketing session, Tencent Group Vice President Lin Wei, JD.com Group Vice President and Head of Marketing Center Xiong Qingyun, WPP China CEO Li Weiling, Peking University School of Journalism and Communication Vice President Chen Gang and Scene Lab founder Wu Sheng, etc., around the social atmosphere of how to seize the opportunity to enhance ecological energy value. "Tencent's big data technology and advertising innovation in social advertising have injected a new round of growth drivers into the industry, providing a broader platform for innovation for 4A and eco-partners," said Li Weiling, chief executive of WPP China. Chen Gang and Wu Sheng, respectively, from the traditional brand marketing transformation, emerging brands by power effect, sharing social dividends, affirmed the significant value of Tencent social advertising and the brand and user communication model innovation.
Social Brand Lab Marketing Sessions: Social Marketing Opportunities and Value Innovation Paths at the Mouth
Participants agreed that the ecological parties should grasp the finger into the fist, meet the change, play the commercial empowerment effect, build a more marketing impact of the social marketing ecology. "Tencent's social advertising hopes to help brand marketing, empower business, and work with more partners to cultivate ecology, innovate and share social dividends," Lin concluded.
At the summit, Tencent Social Advertising, witnessed by live guests, released a brand-new logo image and "empowering business, always people" brand concept.
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