Case | Marketing suggestions for 6 types of mobile financial users

Based on the research and analysis answers given in the 2018 "Mobile Finance Industry Population Insights" released by Tencent Data Lab and TalkingData, we have sorted out marketing strategy recommendations for 6 categories of mobile finance customers [ Internet wealth management , securities , insurance, mobile banking, bank credit cards, and Internet cash loans ], and found corresponding cases for analysis, hoping to bring some new marketing ideas to everyone.

1. Internet financial management population

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Internet, homebody, shopaholic, gamer, entertainment first.

It is recommended to add traffic conversion entrances in channels such as audio-visual entertainment, online games and online shopping that are preferred by the "Internet financial management population", and to use scene-based marketing methods to increase conversion effects.

Case

Huabei's ghost "Hehehe" advertisement is coming, I'm brainwashed

With the advancement of Alipay in the cashless society, more and more offline stores targeting young consumer groups and with high average order value are connecting to Huabei, continuously meeting consumers' installment needs for large-scale consumption. In order to call on merchants to open the [Huabei Collection] function, Alipay once again sent out the ugly and cute Huabei logo person to shoot three ghost-like advertisements!

The short film revolves around three payment scenarios in offline stores, describing the three benefits of opening [Huabei Collection]:

1. "Huabei has many customers who pay money", which can help merchants retain users;
2. "Huabei receives more red envelopes" and can benefit both users and merchants;
3. "Collecting money and spending more" allows users to own products and enjoy services faster.

For more than a month, Alipay used these three patch ads to launch them in stages from three angles, step by step and steadily.

In terms of scene combination and tonality control, when using the Huabei logo to communicate with B-side merchant users, Alipay also allows it to maintain its personal characteristics of "relaxed", "cute", and "courteous".

2. Securities Crowd

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Mature, elite, professional, innovative, technological

It is recommended to expand the content of financial news and information, improve the quality of vertical information content, or conduct channel cooperation to deepen the attention of the securities population. You can also use more technologically advanced interactive experience marketing methods to attract the attention of the securities crowd.

Case

Ping An Securities x " Fast and Furious 8 " joint marketing campaign

Finance is an industry that is difficult for the general public to perceive and has low interest. In order to make more people pay attention to brands and new products, the entertainment scene marketing method of "finance + movie " can quickly attract attention. Ping An Securities used the opportunity of "Fast and Furious 8" to carry out creative event marketing , and indeed grasped the characteristics of the securities crowd who love to try new things.

3. Insurance population

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Family, education, health, sports, responsibility, sense of responsibility

It is recommended to develop health and family insurance products based on population preferences, and at the same time use the health, sports, and education traffic on the advertising platform to target the population.

In the following two H5 interactive cases, the core concepts of communication are extracted from health and safety. Combined with the psychological characteristics of the crowd such as the desire for "health and safety", the interaction between marathon event communication and safe driving can establish psychological communication with the target population.

Case 1

Pacific Insurance- Chengdu Marathon H5

Case 2

Ping An Insurance of China - Love is with you, will you be able to drive if you have a driver's license?

4. Mobile banking users

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Lifestyle, mobile, TV series, variety shows

It is recommended to tap into high-net-worth users through the mobile Internet integrated traffic platform, and at the same time expand the foreign bank population by combining channels such as real estate information/transactions preferred by the "mobile banking population".

Case

CITIC Red Rights and Selected Internet Celebrity Brands Cross-border Poster War

CITIC's top ten partner brands launched a cross-border poster war and interacted with each other through CITIC Bank's official Weibo and WeChat platforms and partners' Weibo and WeChat platforms, fully conveying CITIC Red benefits to customers and attracting customer participation. The cumulative topic views of the top ten partners exceeded 3 million.

In the context of consumption upgrading, customers' consumption needs have risen from the material level to the spiritual level, and watching TV series, music, food, reading, sports, etc. have become popular scene benefits. In the past, the biggest pain point of traditional bank marketing was the lack of scenarios and the inability to achieve bulk customer acquisition and management in a more economical way.

CITIC Red Rights and Interests Platform has crossed borders with selected Internet celebrity brands to create a rights and interests platform, which has become a channel option for customers to connect to their interest scenarios, thus creating new connections with customers.

5. Bank credit card users

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Enjoyment, privilege, IP content, planning

It is recommended to increase attention to popular/hot IP content and resources, and attract bank credit card users through investment and cooperation in related IP content. At the same time, in-depth cooperation can be established on Internet value-added rights and interests, using the concept or attributes of "privilege" to attract bank credit card users.

Case 1

"SPDB Credit Card-The First Time of Bravery"

Based on this insight into the "first time" experiences of young people, Pufa Credit Card attracted young people on May 4th Youth Day , including newcomers to the workplace, mortgage slaves, love-chasers, new parents, and uncles pursuing their dreams... five personalities, five attempts, and five breakthroughs.

(The courage to seize the initiative in the first pursuit of happiness)

Case 2

“SPD Credit Card - Don’t wait to become a fossil”

In terms of visual creative marketing, an extended visual presentation of the airport terracotta warriors was conducted to depict the various privileged protections including Pufa’s flight delay insurance.

In addition to the airport display, they also took advantage of the recent hit on TikTok "Seaweed Dance" to perform a very psychedelic Terracotta Warriors dance adaptation called "It's Still Early to Dance".

6. Internet cash loan users

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Good face, circle of friends , new feeling, simple

It is recommended to try to attract traffic from emerging Internet entertainment, social and other attributes, and to explore the interests and concerns of the Internet cash loan population through novel and creative media presentation forms such as creative inserts, or through word-of-mouth communication and other methods, so as to attract new users.

Case

PPmoney-Get double points for National Day check-in and share cash

PPmoney’s [P Friends Circle] is also a community case worthy of attention. The "National Day Check-in to get double points, share cash" event they launched on National Day in 2018 was a regular small event, but it was very active and had a complete community operation framework system.

Activity Rules:

• Check-in: Check-in in your circle of friends during the National Day and win double points. Limit once per person per day.
• Share the cash: Post a post about #Eleventh Day expenditure#, win 101 points, and share 2018 yuan in cash. There is no limit on the number of posts you can make.

There is an interesting point: points will continue to accumulate when you share articles to your Moments for the first time each day. The continuous points operation allows users to redeem [interest rate coupons, discount coupons, physical prizes, membership privileges] and other interactions, which can once again stimulate user activation. (We will share with you the detailed points system construction and operation strategy in the next issue!)

The above are marketing suggestions and case sharing content for 6 types of mobile financial users.

Source: ITFINLAB (ID: ITFINLAB)