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Big Data Makes Internet Financial Marketing Smarter

2014/4/4 11:14:00 26

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the development of the Internet is causing a profound change in the "a href=" http://www.91se91.com "financial" /a "industry. Internet finance, which is in the" spring "industry, has attracted the attention of heroes, Internet giants and financial giants.

the major Internet financial companies, with the conditions of high yield and fee concessions, are the magic weapon to attract Internet users to choose their own. In the same time, more and more similar companies are blowing the trumpet battle, but at the same time they have to face the overall 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 affected the survival and development of enterprises.

In the complex market, how to locate and push financial products more accurately to the target audience, how to optimize more suitable ideas and services, attract the target audience, pay attention to the financial products and finally buy? How to grasp the great opportunities of Internet Finance and develop a bigger and better financial market? This is a problem that every internet financial enterprise advertiser is considering.

by analyzing a real marketing case of Internet finance, this article hopes to give some thoughts to Internet financial enterprises and digital marketing enterprises, and there are many ways and means. This is only one of them.

marketing: brand should be more effective than /strong > /p >

who is the potential buyer of financial products? How to find potential buyers and interest them? From a fundamental point of view, it is possible to truly satisfy advertisers' marketing aspirations.

brand marketing and effect marketing are all important to advertisers. The two marketing focuses are different but closely related.

The concept of brand passing through advertising can bring long-term value to the enterprise and create a deep impression in the minds of a large number of potential users, thereby promoting sales.

but advertisers are eager to spend every penny on the most effective marketing, and strive to find a way to get twice the result with half the effort to get the target customers, improve the flow of the business platform and increase the scale of registered users with the highest cost performance.

precision marketing is the key to the survival and rise of Internet financial enterprises. Although this field has not reached the mature development status, there are indeed some marketing cases with reference value.

P, founded in 2013, is an Internet investment and financing platform for individual investors to provide investment and financial products.

Love investment pays much attention to the natural growth of users. Before the implementation of this case, the largest investment target of advertising investment is search engine, because the marketing effect of search engine is more precise and effective than other methods.

Like P and most internet financial companies, investment in Internet advertising is mostly focused on search engines and financial websites. The fierce competition for drainage outlets has led to soaring marketing costs.

how to jump out of the same way of thinking and find a truly differentiated a href= "http://www.91se91.com/news/index_f.asp" > marketing > /a way, first of all, we need to understand the particularity of financial products and the individualized demand in marketing.

first, financial products are relatively complex, rather than a financial product, rather than a group of financial products, different parameters, the target population is very different.

It is difficult to treat a certain car or a fast moving product and other physical products, using conventional digital marketing ideas to extract an advertising creativity, positioning and using the media to cover the target audience.

Second, the customer groups of financial products are highly dispersed, and the background differences are large. The differences in capital, preferences and habits lead to a great difference in demand for financial products. Regular digital marketing can not produce rapid impact on all potential target groups.

Third, the financial market is changing rapidly. The purchase decision of target group has the characteristics of timeliness (only a very narrow time window) and fast (after the purchase desire is generated, if the process is tedious, the experience is not good, immediately terminates and forgets the product).

these characteristics make the financial industry more dependent on the real time behavior data of the target group than other industries in marketing.

For all advertisers, the core issue is how to accurately target audiences from massive data and put corresponding advertising messages.

This means that whoever has the channel and ability to acquire massive data and the powerful computing power of massive data may have a winning weight.

by the crowd behavior insight data show move "/p >.

with the continuous expansion of enterprise scale, love investment has been seeking more effective marketing methods, but finding a suitable digital marketing company facing the financial industry is not so easy.

The development of e-commerce has promoted the rise of a number of digital marketing companies, but most of them are aware of the vast market of Internet finance, but they are not ready.

a number of digital marketing companies have recommended that AI invest in trying their products and services. Most of them lack the accurate and in-depth understanding of the industry characteristics of the Internet financial sector because of their inertia in the service thinking of the electricity supplier industry, especially the lack of insight into the habits of investment and financing users, and the effect is not satisfactory.

however, a digital marketing company has attracted the attention of love investment.

this is a company that provides intelligent services in big data network. It uses high quality non Cookie data orientation to screen potential audience through the user's active behavior index and characteristics.

when they first contacted with love investment, they played a PPT. .

from this PPT, love investment can see: what kind of group of people are the existing users of love investment? Besides going to love investment, where else have they gone? Apart from P2P, whether they are interested in financial services such as stocks and securities, if they are interested, what is the coincidence degree?

There are data that love investing in their websites, and there are other websites' data, even competitive websites.

For the Internet financial industry, the level of understanding of customers is not very common: accurate, detailed, multi-dimensional and dynamic.

this company is GEO.

since the media and users' network behaviors have been widely mastered and deeply understood, we can consider the data of their crowd behavior to guide the display advertising.

Through such exchanges, love investment has been touched.

< < a href= > http://www.91se91.com > > Network > /a > extensive understanding and deep insight into the media and user's network behavior is the basis for developing a scientific and effective Internet communication strategy. By collecting and budgeting data, advertisers can get the best use of advertising resources in the media, which is very positive for guiding advertisers' advertising.

GEO through the study of the audience of love investment, we find that the audiences are mainly concentrated in the economically developed areas dominated by the north and the Guangzhou. The Internet time is mainly in the morning and evening, and the 20 point to the 22 point is the highest peak. In their catalyst, the coverage of search, portals and video frequency is higher. The higher the target group index (TGI) is the mobile phone search and real estate and life media.

strong > precise crowd, not precise media /p >

in the current digital marketing market, there are two schools of precision marketing, one is precision media, the other is precision crowd.

The goal oriented precision marketing is not to define people according to men, women and age, but to identify people who are interested in marketing products through behavior.

according to behavior, people's attributes can be pushed back, such as gender, age and income, etc., but if we use the behavioral data to push back, the accuracy will be discounted. This requires constant verification in other ways and confirmation of the quantitative indicators of accuracy.

traditional data companies specializing in attributes will also help users to generate and calculate data such as user registration and usage. GEO is able to enrich the database's crowd attributes and dimensions by comparing with the rigorous data of traditional data companies, and cooperate with these data partners to depict the target group portrait of love investment.

the perfect combination of big data, finance and timeliness

using the non Cookie netizens database, GEO defines the target group of love investment as the group who has been to more than 400 competing financial websites within one month, and has been to the financial content website and has searched the designated keywords.

based on the positioning of target groups, through dynamic orientation technology, we can obtain short term 1 months' access to competing websites or vertical web sites for financial purposes and search within 1 weeks. We build user models through search words and browsing data, and optimize the delivery in real time.

One of the characteristics of the launch is "search for immediate input", that is, when the user searches the selected keywords after any search engine, and then visits the relevant advertising bits, it can display the advertisement, and this time is shortened to less than 24 hours.

combination of search terms and display has proved effective.

At present, most DSP companies still do not have this ability. Unless there is advertising on search engines, there is no such opportunity in display advertisements.

Based on browsing behavior orientation and placement, supplemented by other orientations such as time, region, and crowd attributes, it also achieves good marketing results.

in the whole operation process, the timeliness of big data shows unusual importance.

in addition to browsing behavior orientation and putting together, GEO pays more attention to the time interval of delivery, that is, from the behavior oriented data formation to data being applied, the shorter the time interval, the more fresh the data, the higher the click and conversion rate.

This is closely related to the characteristics of financial products. After the passage of time, consumers have already chosen other products. Even if they lock in to the precise crowd, the difficulty of acquiring users has increased a lot.

GEO, after defining the effect of aging on the pformation effect, when users browse the specified page and input the specified keywords, the advertisements will immediately dispatch these people intelligently.

in order to accurately understand how long the audience of financial products from contact product to real investment behavior will take long, that is, the decision-making period of purchase.

GEO constantly tries to summarize how the whole user Pyramid is made up of data and how the decision cycle is affected, whether it is the amount of investment, loan amount or loan category.

The more information we see, the more we can guide advertising.

real time dynamic optimization

is the only way to enhance the effect.

before the application of big data, advertising companies optimize through traditional research methods. Once they have to adjust strategies, they often have to wait until the last wave of advertising execution to complete. The adjustment methods are artificial, time-consuming and inefficient.

big data will quickly tell us what kind of keywords are bundled and navigate in the advertisement, which brings the most traffic and the highest quality of the crowd. Then, we can restore this part of the crowd through the portrait, adjust the key points, and even adjust the advertising creativity.

P > in the advertising of love investment, GEO, according to the big data, found that the labels of some of the people with high conversion rates of the month of 1~2 this year have this common feature - and have searched for gold and went to the Golden Finance website, and this part of the population has not surfaced in the previous insight into the behavior of investment users.

Under the judgment and guidance of the GEO major data professionals, we began to lock the people concerned with gold financing products, and adjust the resources to more matched media, more accurately select the target population and increase the delivery.

With the change of target population, the creative content of this group has also been dynamically adjusted, and achieved very good results.

effect: quality and quantity increase at the same time

data show that AI investment through the cooperation with GEO, the average click through rate through data optimization and strategy adjustment, compared with the project on-line just 5 times higher than the average value of the industry, thus obtaining the effect of quality and quantity at the same time, fully showing the advantages of dynamic orientation and dynamic optimization.

according to the calculation of love investment, the traffic conversion rate of this investment has reached about 10%. If the long-term investment is put in place and the phase optimization is carried out continuously, the conversion rate will be higher.

in terms of cost, compared with the way of advertising on mainstream search engines, GEO brings the cost of subscriber registration to users greatly reduced.

for the quality of users brought by cooperation with GEO, love investment indicates that the overall quality of users is higher than that of the traditional digital marketing companies. "Before trying to promote from other digital marketing companies, users have a certain amount of water, and GEO brings real users."

comment

the increasing pursuit of advertisers and the realities of industry specificity will prompt digital marketing companies to differentiate based on industry. Expertise, technology and strategy will become an increasingly important label combination of digital marketing companies.

the real-time nature of big data enables the adjustment and dynamic optimization of advertising to be carried out synchronously, so that the efficiency and effect of pformation can be greatly improved.

analysis, discern and predict potential users' preferences based on big data, draw a more vivid, more real and clearer user portrait, so that advertising can reach a more accurate crowd is the goal of this industry.

But for now, one of the most important challenges facing big data is the fragmentation of data.

How to connect these isolated and misplaced databases to achieve interconnection is the key to maximizing the value of big data.

from another point of view, the monitoring of advertising results under the guidance of big data can also let advertisers abandon their subjectivity and rely more on data to know what their user groups are like.

In the process of searching for < a href= "http://www.91se91.com/news/index_f.asp" > User > /a > P, Internet financial company also pcends self-consciousness, and sees and becomes the real self more clearly.

is not to cater for the expectations of others, but to find a sympathetic response.