Insurance industry uses Tencent Guangdiantong as an example!

Driven by the improvement of national insurance awareness and the Internet technology, the insurance industry is gaining new vitality. But as the market size expands, the insurance industry is facing a new round of challenges.

1. In the “Internet +” era, the insurance industry has gained huge growth space

With the development of the Internet, the channels for potential customers in the insurance industry to obtain information have gradually moved online, and digital experience has also become an important basis for consumers to make insurance purchasing decisions. It is imperative for insurance companies to transform online. But at the same time, the difficulty in selecting high-quality traffic and guiding decision-making in virtual scenarios are also new growth pain points facing the insurance industry.

In response to the above problems, Tencent Guangdiantong Advertising provides insurance customers with complete and efficient conversion solutions, helping them win market reputation and has gradually become an important partner in the insurance industry.

Throughout 2018, more than 90% of insurance customers continued to use Insurance Cube, the conversion cost of top customers decreased by 30% within half a year, 60% of customers used it in conjunction with brand event promotions, and the potential customer engagement of top customers’ ads increased by 30%.

2. Tencent Advertising provides protection and helps insurance customers transform and upgrade

Based on Tencent's ecosystem and accumulated capabilities, Tencent Guangdiantong Advertising customizes a full-link solution for insurance customers that includes "full-scenario traffic pool, precise reach, efficient conversion, creative demand stimulation, and sedimentation remarketing", providing users with a more convenient decision-making experience while improving the marketing effectiveness of insurance companies.

Hundreds of billions of exposures, covering a wide range of potential customers

Tencent's entire product line can provide a more complete social ecosystem, higher-quality content, and full-time and panoramic coverage of potential insurance customers from all dimensions.

Insurance Cube, accurately reaching high-quality potential customers

Relying on the powerful data capabilities of Tencent Guangdiantong Advertising, a customized label system has been created for the insurance industry. From the data layer, label layer, and application layer, it accurately defines the population with insurance needs and screens high-quality people to improve conversion.

Smart bidding and model optimization to effectively optimize costs

Based on the unique marketing chain of the insurance industry, Tencent Advertising has developed core capabilities for advertisers that cover the entire process from insight, targeting, creativity, conversion optimization to measurement and tracking. It supports bidding by conversion and intelligent model optimization to maximize the savings of effective conversion costs. With the combined application of intelligent optimization tools, the daily conversion rate of a life insurance customer increased by 3 times, the cost decreased by nearly 50%, and the ROI increased by 4 times.

3. Relying on ecological advantages, adapting to the diversified links of the insurance industry, and guiding consumers through multiple touchpoints

Based on the long decision-making chain of insurance customers, Tencent Advertising relies on the capabilities of official accounts, mini-programs, enterprise WeChat and other capabilities under the WeChat ecosystem to provide insurance customers with a variety of online marketing links to achieve multiple conversion goals such as online insurance, list collection, and adding attention.

Link 1: APP download

The H5 format is convenient and fast, and can help APP downloads in the shortest possible way. For example, Ping An of China uses H5 to directly download the APP, forming a short-link conversion; ZhongAn Insurance uses H5 to divert traffic to APP downloads, while meeting sales lead collection and download needs.

Link 2: Telemarketing

From measuring insurance premiums to retaining information, H5 can efficiently obtain telemarketing leads. For example, clients such as Cigna and Wutongshu use Tencent’s advertising resources to reach their target groups, and use H5 to provide product details, premium measurements, etc., to encourage users to retain their information and meet their telemarketing needs.

Link 3: Direct Purchase

H5 online direct purchase, mini program direct purchase and other forms have shortened the online insurance link, allowing consumers to purchase insurance easily without worrying about the follow-up. For example, the H5 online direct purchase and mini-program direct purchase used by customers such as WeSure and ZhongAn Insurance have simplified the way consumers purchase insurance online. Short-term insurance products can directly use WeChat Payment to improve consumers' online experience. Among them, WeSure achieved a ROI of +10 times.

Link 4: Official Account Content Guidelines

The official account provides a platform for insurance education and upgrades conversion methods. For example, customers such as Ping An of China and Duobaoyu fully utilize the capabilities of official accounts to provide direct purchase paths within official accounts; they link with mini-programs to provide insurance education through online consultation and knowledge payment, and guide subsequent conversions.

Link 5: Enterprise WeChat Innovation Link

Enterprise WeChat provides more innovative ways to play online links. Insurance clients such as Wutongshu have adopted WeChat for Business to achieve link innovation, which not only increases the contact points with high-quality potential customers and solves the pain point of timely telemarketing, but also achieves 24-hour strong customer accumulation. It also uses licensed brokers and corporate logos to enhance trust, and the number of incoming cases has doubled.

Comprehensive gameplay: Link linkage, work together to meet multiple needs

The comprehensive application of various links provides more room for imagination for insurance customers' online marketing, helping insurance customers meet multiple conversion needs at the same time. For example, WeSure achieved the dual goals of accumulating fans and converting customers by leveraging the linkage between official accounts and mini-programs; and in the 618 holiday marketing campaign, ZhongAn Insurance used a combination of official accounts and mini-programs to achieve conversions, satisfying multiple needs simultaneously, such as accumulating fans, retaining information, online insurance, and APP downloads.

4. Upgrade creativity and remarketing capabilities to deeply optimize insurance operations

Taking creativity and remarketing as examples of insurance's refined operational capabilities, Tencent Advertising continues to upgrade its creative tool system to help achieve the integration of creative links, and provides a variety of remarketing tools for continuous guidance.

One-stop creative tool to easily solve the problem of creative transformation

In order to create an atmosphere for purchasing insurance, the content of insurance advertisements has higher requirements for storytelling, scenario setting and professionalism. Tencent Advertising continues to upgrade its creative tool system, providing a video creative supply platform and free website building tools to help insurance customers solve creativity and conversion problems.

Sedimentation remarketing to further tap potential customers

The insurance industry has the pain point of "long user decision-making cycle" and requires continuous guidance of potential consumers. For telemarketing links, Tencent Advertising provides a lead management platform with list collection, management, free call-out and other capabilities to improve the effectiveness of telemarketing; and a variety of tools such as precise crowd insights and high-quality crowd screening help insurance clients effectively reach potential customers with big data in the Internet era.

In the future, Tencent Guangdiantong Advertising will continue to upgrade its capabilities, keep pace with the new round of transformation and upgrading and market growth in the insurance industry, help insurance customers improve efficiency and reduce costs, and better serve insurance customers with refined marketing.

Related reading:

1. Introduction to Tencent Guangdiantong advertising

2. Tencent Guangdiantong advertising account opening price

3. Tencent Guangdiantong advertising effect

4. Tencent Guangdiantong advertising account opening process

5. Tencent Guangdiantong advertising display style