Big data: Making Internet financial Marketing smarter

The development of the Internet is causing the profound change of financial industry, internet finance, which is in the "Spring" industry, its huge market appeal attracts various heroes, internet bosses, financial big guys have launched the "All kinds of treasure", at the same time a variety of "Peer-to-peer network loan" companies have access to social favor, the scenery Unlimited.

The major Internet financial companies by virtue of the high rate of return, handling fee concessions and other conditions, as a means to attract Internet users to choose their own magic weapon, in more and more similar enterprises blow the Horn of scrimmage, but also have to face the full competition from the same industry.

In the face of huge market pressure, many Internet financial enterprises have realized that the marketing strategy of their products has greatly influenced the survival and development of enterprises. And in the complex market, how to positioning the financial products more accurately and pushed to the target population, how to optimize the more appropriate ideas and services to attract the target audience to pay attention to the financial products and ultimately purchase? How to grasp the great opportunity of Internet finance to open up bigger and better financial markets? This is every Internet financial enterprise advertisers are focusing on the issue.

This article through the analysis of a real internet financial marketing case, to stimulate the Internet financial enterprises and digital marketing enterprises, some thinking, methods and paths are many, this is just one of them.

Marketing: to brand more effective

Who are the potential buyers of financial products? How to find potential buyers and make them interested? Starting from the fundamental problems, it is possible to truly meet the advertising advocate's marketing demands.

Brand marketing and effect marketing are advertisers value, the two marketing focus is different, but closely related. The concept of brand delivery through advertising can bring long-term value to the enterprise, and in the minds of a large number of potential users to create a deep impression, thereby promoting sales.

But advertisers are more eager to spend every penny on the most effective marketing, strive to find ways to launch with the best cost-effective, as accurate as possible to find the target customers, improve the flow of business platforms, increase the number of registered users to the actual, quantified the indicators, to achieve the best marketing results.

The realization degree of precision marketing is the key to the survival and rise of internet financial enterprises, although this area has not reached the mature development state, but there are some marketing cases with reference value indeed.

Founded in 2013, love investment is an Internet investment banking platform for individual investors to provide investment financial products. Love investment is very important to the user's natural growth, in this case, before the implementation of the method, love investment in advertising, the largest target is the search engine, because at that time, compared to other ways the search engine marketing effect more accurate and effective.

Like most internet financial companies, investment in online advertising is mostly focused on search engines and financial sites, and the intense competition for drainage portals has led to soaring marketing costs.

How to jump out of the same thinking, to find a truly suitable for the Internet financial products differentiated marketing methods, first of all to understand the particularity of financial products and the resulting in the marketing of personalized demand.

First, financial products are relatively complex, rather than a financial product, but rather a group of financial products, parameters, different target crowd. It is difficult to treat a car or a product such as a quick elimination of such products, such as physical products, with the conventional digital marketing ideas, to extract a creative advertising, positioning and the use of media coverage of the target crowd.

Second, the customer base of the financial products is highly dispersed, the background difference is big, the capital quantity, the preference, the habit difference causes the financial product demand to be very different, the conventional digital marketing way does not have the quick realization decision influence to all latent target crowd.

Third, the financial market is changing rapidly, the target crowd's purchase decision has the timeliness (only very narrow time window) and the swiftness (purchase desire produces, if the process tedious experience is not good, immediately terminates and forgets the product) the characteristic.

These characteristics make the financial industry in the marketing of the target population of real-time behavioral data dependence than other industries. For all advertisers, the core question is: How to accurately look for the target audience from the massive data, and put the corresponding advertising information. This also means that who has access to massive data channels and capabilities, as well as the powerful computing capacity of massive data, who may have the weight of victory.

By the crowd behavior Insight data show impress

With the growing size of the enterprise, love investment has been seeking more effective marketing methods, but to find a suitable for the financial industry, digital marketing company is not so easy. The development of electric dealers has driven a number of digital marketing companies, but most of them, although aware of the vast market of internet finance, but not ready.

A number of digital marketing companies have recommended love investment to try their own products and services, as most with the power of the industry's service thinking of the inertia of the Internet financial sector in the industry characteristics of lack of accurate and in-depth understanding, especially for investment in the user's behavior habits lack of insight, the effect is not ideal.

But a digital marketing company has attracted the attention of investment.

This is a network of large data intelligent services companies, using high-quality non-cookie data orientation, through the user's active behavior index and characteristics to screen potential audiences.

They played a PPT in their first contact with love.

From this ppt, love investment see: Love to invest in the existing user is what kind of a group of people, in addition to patronize love investment also went to where, in addition to peer-to-peer, whether the stock, securities and other financial services are interested, if interested, the coincidence degree is how much. -Love to invest in their own website data, there are other sites of data, even including competitive similar sites. For the Internet financial industry, the understanding of customers to achieve this level is indeed rare: accurate, detailed, multidimensional, dynamic.

The company is a collection of Austrian aggregates (GEO).

Now that the media and user network behavior has such a wide grasp and depth of insight, you can consider using their crowd behavior Insight data to guide the display of advertising. Through this exchange, love investment was moved.

Extensive mastery and deep insight into network media and user network behavior, is to formulate a scientific and effective Internet communication strategy based on the collection of data and budget, you can make advertisers in the media to put the best use of advertising resources, which guide the advertising campaign has a very positive significance.

Geo is doing research on the people who love to invest in the audience, Discovery: The audience is mainly concentrated in the economic developed areas mainly to go northward, the Internet time is mainly in the morning and evening, 20 to 22 points as the highest peak; in their catalyst, the coverage of search, portal and video is high, The target group index (TGI) is higher for mobile phone search and real estate, life-type media, investment product concerns, and shares of the highest degree of attention overlap.

Precision crowd, not precision media

In the current digital marketing market, precision Marketing has two schools, one is precision media, one is precision crowd. Precision marketing Targeting the crowd does not define the population according to men, women and age, but by behavior to identify what kind of people are interested in the products they are marketing.

According to the behavior can reverse the population attributes, such as gender, age and income, but if the pure use of behavioral data backward, accuracy will be reduced, which requires the continuous use of other methods to verify the accuracy of the quantitative indicators to confirm.

Traditional data companies that specialize in attributes can also help generate and compute data such as user registration and usage, GEO, in contrast to the rigorous data of traditional data companies, enriches the population attributes and dimensions of the database, and works with these data partners to paint a portrait of the target audience for love investment.

The perfect combination of large data, finance and aging

Using a non-cookie database, GEO defines the target group for investing in people who have been to more than 400 competitive banking sites within one months, as well as the people who have been to the content web site and searched the specified keywords.

Based on the target population positioning, through dynamic directional technology, the short-term 1 months to visit the auction site or the vertical web site and 1 weeks of search behavior, through the search term and browse data to build user models, and real-time optimization of the launch.

One of the characteristics of the launch is "The search is cast", that is, when the user search the selected keyword in any search engine, and then visit the relevant advertising bit, you can show this ad, and this time was shortened to 24 hours within.

Combining search terms with presentations has proven to be an effective way to put them. At present, most DSP companies do not have this ability, unless it is on the search engine advertising, otherwise in the display of advertising does not have such an opportunity. With browsing behavior orientation and delivery as the basic method, supplemented by the time, region, the crowd attributes and other directional way, also naturally reached a good marketing effect.

The timeliness of large data has been shown to be of extraordinary importance throughout the course of the operation.

In addition to the combination of browsing behavior orientation and delivery, geo values the time interval of the launch, that is, from the behavior-oriented data formation to the application of data, the shorter the time interval, the fresher the data, the higher the click and conversion rate. This is closely related to the characteristics of financial products, after the passage of things, consumers have already chosen other products, even if locked to the precision of the crowd also to get users more difficult to improve a lot.

Geo, after defining the effect of aging on the conversion effect, when the Netizen browses the specified page and input the behavior of the specified keyword, the advertisement will immediately carry out intelligent dispatch to these people.

In order to accurately understand the financial products of the audience from contact with the product to generate real investment behavior how long it takes, that is, the purchase decision cycle. Geo is constantly trying to figure out how the entire user pyramid is made up, and what the impact of the decision cycle is on the amount of investment, the amount of credit, or the category of the loan. The more information you have, the more you can guide your advertising.

Real-time dynamic optimization

It's a begotten of increasing effect.

Before the big Data application, the advertisement company optimizes all is through the traditional research method, once wants to adjust the strategy, often also waits until the last Wave advertisement execution completes can carry on, the adjustment way all is artificial, the time is long, the efficiency is low.

Large data will quickly tell us what kind of keyword bundle and browsing direction in the ads to bring the most traffic, the highest quality of the crowd, and then, through the image of the restoration of this part of the crowd, adjust the focus of delivery, and even adjust the creative advertising.

In the process of investing in advertising, GEO, based on large data, found that some of the people with a high conversion rate in 1 to February had this common feature-searching for gold and going to the gold-wealth banking site, a group that had not surfaced in previous love-investment user behavior insights. Under the guidance of the GEO large data professionals, the people who focus on the gold wealth management products are locked in, and the resources are adjusted to more matching media, the target population is selected more accurately and the delivery is increased. With the change of the target population, the creative content of this part of the population has been adjusted dynamically, and the result has been very good.

Effect: Both quality and quantity are promoted at the same time

Data show that love investment through the cooperation with GEO, put the average click through data optimization and strategy adjustment, compared to the project when the line was raised 5 times times, much higher than the industry average, so that the quality and quantity at the same time enhance the effect of full display dynamic orientation and dynamic optimization advantages.

According to love investment calculation, this launch of the flow rate of conversion reached about 10%, if long-term delivery, and continuous optimization of the stage, the conversion rate can be estimated to achieve higher.

In terms of cost, Geo brings the user's unit user registration cost significantly lower than the way it is advertised on the mainstream search engine.

For the quality of the users that are brought about through collaboration with GEO, love Investment said that the overall feeling of user quality than the traditional digital marketing companies to bring high, "before from other digital marketing company channel to try to promote, bring the user has a certain amount of water, and Geo brings the real users." ”

Reviews

Advertisers more and more high effect pursuit, as well as the reality of industry specificity, will promote digital marketing companies based on industry differentiation, professional, technology, strategy will become a digital marketing company more and more important tag combination.

The real-time nature of large data makes the adjustment of advertisement and dynamic optimization can be carried out synchronously, which makes the efficiency and effect of transformation greatly improved.

By analyzing, penetrating and predicting the preferences of potential users on the basis of large data, it is the industry's goal to draw a more vivid, realistic and clearer portrait of the user. But for now, one of the most important challenges facing big data is the fragmentation of data. How to connect these isolated dislocation databases and realize sharing is the key to maximize the value of large data.

From another point of view, under the guidance of large data advertising results monitoring can also allow advertisers to abandon the subjective, more clearly rely on data to understand their own user group exactly "what", which for advertisers to develop marketing strategy also has a positive role.

And in the process of looking for users, internet finance companies have also transcended self-awareness and become more aware of themselves.

Not to cater to whose expectations, but to find empathy.