When finance meets social, Tencent social advertising teaches you how to "alchemy"

In recent years, under the impetus of the national "Internet Plus" strategy, the financial industry set off a wave of "touching the net". However, in the face of the constant introduction of policy rules and market pattern changes, how should financial industry advertisers take the initiative to grasp the quietly budding industry marketing machine? The original search-dependent marketing channels can not meet the marketing needs of advertisers, as the user media habits become more mobile, social, how can the financial industry successfully break through in the complex use of the scene?

Faced with this challenge, Tencent's social advertising industry in 2016 after the exploration and hard work, handed over a 600% increase in daily consumption report card. On December 13th and 20th, Tencent Social Advertising held "Alchemy - 2016 Tencent Social Advertising and Financial Industry Agent Salon" in Beijing and Guangzhou, respectively, to discuss how to hold the 2017 camp in terms of bonus opportunities, operational tactics, unique data capabilities and Tencent ace resourcesSales opportunities and from"Alchemy"Shared its recipe for success.

▼“Alchemy"Salon event site

Actively looking for market opportunities,

On-site "fishing" and "fishing" both

Internet advertising in the financial sector is expected to grow by 21% in 2017, according to Aerly Data. Tencent's social advertising re-launches the market size of digital marketing in the financial industry, and selects credit cards, consumer loans and insurance sub-sectors from key industries for in-depth interpretation.

By the adjustment of policy and structure, commercial banks, joint-stock banks and small and medium-sized banks will have greater autonomy in the credit card business, the credit card industry is expected to double the number of cards issued in 2017, and with the diversification of consumer demand, the development of the industry has become more sophisticated;

In the context of policies to encourage universal finance, micro-credit and consumer loans will rise rapidly, on the one hand, covering more levels of customer groups - from white-collar workers, college graduates, self-employed to blue-collar groups, on the other hand, the use of loans into the living consumption, there is a huge space for development;

Faced with the difficulty of statistics on the scale of digital advertising in the insurance industry, Tencent Social Advertising has set up a special research group on strategy, through market analysis, industry interviews and model building, which is expected to double in 2020 compared to 2016, with car, life and health insurance as key opportunities. At present, the insurance industry's Internet access level is still in the early stages of development, mastering the skills to seize the marketing opportunity.

▼Tencent's social advertising combs through opportunities in the financial industry

In-depth insight into user behavior,

Take the Tencent Social Express

After finding the right industry, you need to return to the user to help advertisers understand the best communication scenarios with consumers. As of June 2016, China had 656 million mobile Internet users, or 92.5 percent of China's Internet users, according to CNNIC. And the growth of third-party Internet payment scale, more effective for the financial industry to inject new vitality.

Tencent's APP covers the user's multi-dimensional scene and gathers a lot of traffic - WeChat and QQ alone account for 45% of the user's daily mobile usage time. At present, social as the core of the connection between people and life of the scene marketing, began to show its "silent" power.

Tencent's social advertising finance team refined the three key industries and users' mobile socialization marketing opportunities through in-depth insight into the industry and users, and groped out the three secrets of financial social alchemy.

Financial social "alchemy" three secrets,

Drive customer growth efficiently

Cheats.First: financial operation guide and high conversion cheats

Tencent social advertising through benchmarking research and long-term practice, precipitated an effective methodology - that is, the operation of the "three sections", from the preparation period, test period and release period three stages, sharing the key strategies of the operation and the detailed practice and tactics of each stage.

At the same time, for different financial key sub-sectors, shared the differentiation of high conversion operation skills.

Credit card industry operation strategy: Merit-based orientation, precise temptation

For credit card operation, in the face of different levels of consumer power user groups, advertisers can through Tencent's social data ability, from the audience to select the best selection of high-quality people, and comprehensive its consumer interest for its push the best match of cards;

Loan industry operation strategy:

Crowd layering, positioning needs, to meet the needs

Loan industry, in the face of different levels of target audience, targeted combination of crowd orientation, combined with its demand scene, with thousands of materials to highlight product advantages, such as accounting speed, quota or interest, such as rapid touch users;

Insurance industry operating strategy:

Precise orientation, down-dimensional acquisition

Faced with a wide range of insurance industry insurance and strong targeting requirements of the marketing situation, Tencent social advertising can quickly capture a variety of insurance target sneakers through the effective use of keywords, LBS, advertiser CRM or past advertising data, and then simplify landing pages or gift benefits to reduce the threshold of user action.

Cheats.Second: Tencent Social's unique "financial cube" to accurately acquire the core driving engine of financial sneakers

Tencent social advertising unique "financial cube", from the user card status identification, asset and revenue estimates, professional nature judgment, consumer preferences to understand and search categories and other behavior data, the real restoration of the user's financial attributes, for advertisers to efficiently judge and select high-quality sneakers, can be called the industry's original financial tag system.

In the car insurance industry to make a breakthrough attempt to solve the industry pain point, that is, to meet the strong time-called demand for products - the car owners who will buy insurance crowd is considered a target group. In addition to refining user characteristics, we trace the user and car insurance-related behavior of activity, to tap out the owner of the crowd outside the new car crowd, car insurance is about to expire the crowd, aiming at the timing of the purchase of insurance targeted touch, greatly improve the time-thy-age and relevance of advertising.

Cheats.Three: clever use of Tencent is the four high-quality traffic, scene-based communication pry to start the passenger journey

At the salon, Tencent social advertising on QQ system (mobile QQ, QQ space and QQ browser), alliance department resources, WeChat public number, WeChat friends circle advertising four major sections to fully introduce, and the basic traffic data, advertising layout and form of each sector of the content of a detailed analysis. In addition, the salon also for the first time publicly demonstrated a series of innovative advertising product forms in 2017, such as QQ space with advertising, WeChat public number mutual selection ads to better meet the diverse marketing needs of advertisers.

▼Tencent is a resource for product mass traffic advantage

From the potential of the pulse of the financial industry, the disclosure of big data across platforms, to the form and presentation of advertising, Tencent Social Advertising will provide financial industry advertisers and agents with more in-depth industry insights and rich capabilities in 2017.

▼Sharon live Tencent social advertising finance team and agents photo