Preliminary plan for market research on the promotion and operation of the Internet finance P2P network!

This plan was made after I recently had an interview at a financial company. I don’t know if I will have the opportunity to work in the financial field in the future, but after all, it is a plan I made by myself. If I fail to develop in the financial industry, I may not be able to use it in my work. I share it with you here, and hope to share and discuss it with you. The following plan is some small experience gained from my previous work experience in advertising and combined with the promotion and operation direction of the P2P Internet finance industry. There may be many shortcomings. Everyone is welcome to help and guide. Thank you!

1. Current status of the Internet finance P2P industry in 2018

1.1 Current Status of P2P Financial Products in 2018

It can be roughly viewed from two aspects:

(1) Analysis of the number of operating platforms

Shenzhen's P2P platform data ranks first in Guangdong Province. As of March 31, Shenzhen's cumulative platform data reached 695, accounting for 73.62% of the cumulative number of platforms in Guangdong Province. In March, there were no new platforms in Shenzhen, 10 new problematic platforms, a total of 480 problematic platforms, and 215 platforms in operation. (The above data comes from incomplete statistics from Wangdai Tianyan)

Due to the industry rectification and filing process, risk control has been proceeding in an orderly manner and has not yet been completed. It is expected that the number of operating platforms in the online lending industry may still decline in 2018.

(2) Transaction trend analysis

As of March 2018, the total transaction volume of online lending platforms in Shenzhen was 29.428 billion yuan, a decrease of 4.07% from the previous month and 13.45% from the previous year, accounting for 15.33% of the national transaction volume, a decrease from the previous month. (Data from Shenzhen Online Loan Report)

1.2 Overview of P2P Platform

The number has surged from 200 in 2012 to nearly 4,000 in 2016, a 20-fold increase in four years. The transaction volume increased from 8.42 billion yuan in 2011 to more than 700 billion yuan in October 2015. As of May 2016, the cumulative transaction volume of P2P online lending reached 203.6135 billion yuan, breaking through 2 trillion yuan. The first trillion yuan scale was just broken in October 2015, reflecting the fact that P2P online lending has developed rapidly in recent years. (Data from the Internet)

1.3 P2P Baidu search overall index (2011-2017)

1.4 P2P Baidu PC Search Index (2011-2017)

1.5 P2P Baidu Mobile Search Index (2011-2017)

From the data curve of Baidu search index of the keyword "P2P" (2011-2017), we can see that: whether it is the overall search index or the PC or mobile terminal, P2P came to the fore in 2011 and users' attention to the P2P industry was in a stable budding state until 2013. It reached a peak during 2014-2016. From 2017 to 2018, the market returned to stability due to the control and rectification of some problematic platforms. (The data is for reference only and does not represent completely accurate data)

2. Analysis of P2P target user groups

P2P Baidu search user portrait

2.2 Geographical distribution

2.3 Age distribution

2.4 Gender Distribution

Note: The above data comes from Baidu Search Index. The data is not completely accurate and is for reference only.

2.1 Analysis of User Psychological Tendencies

Investment and financial management can make idle assets appreciate in value within a certain period of time, and use the principal investment to earn interest to increase extra income. Currently, investment projects and directions are relatively broad. Stocks, securities , real estate, bank deposits, funds, gold, P2P, etc. are all ways of investment and financial management. Among them, high-yield investments such as stocks generally have relatively large risks, while small risks such as bank deposits, but the returns are generally only about 2%, the rate of return on investment is too low, and there is not much investment value.

The risk of P2P mutual finance is higher than that of the first two, and the return is about 5% to 18%, which is between the two. The return is generally more considerable than that of banks, but not too high. The specific risk is much smaller than that of stocks. However, you must also look at the platform carefully and choose carefully. In any case, you must have a certain psychological expectation of investment risks and estimate whether the platform is likely to collapse in the short term. This requires personal financial management. Pay attention to the platform's qualifications and background, loan operation-related data analysis , and platform stability for comprehensive consideration, evaluation and selection.

When users choose a P2P platform for investment and financial management, they tend to be more cautious. There are many sources of channels to understand or recognize a platform. One is the currently popular online channel advertising, and the other is through recommendations from acquaintances, word of mouth and other sources of communication. We are now in an era of rapid development of the Internet . Based on the premise that the Internet is flexible, convenient, universal and popular, if users want to learn more about a platform, in addition to word of mouth and recommendations, learning about it through the Internet is the first choice for most users.

For example, by digging out P2P platform information through various online channels such as search engine encyclopedia information, information flow , application market , media advertising, Wangdai Home, Wangdai Tianyan, Tieba Forum, platform official website, etc., we can further deepen our understanding and evaluation of these online P2P platforms.

The factors that influence whether users of online channels make investment decisions mainly include the following: security, returns, platform background and qualifications, capital liquidity (whether it is convenient), product experience (PC/APP user experience ), etc.

After the target users make their first investment, if they have no problems with the above user experiences, they will generally make a second or more investment decisions. Therefore, the primary task of the P2P platform in attracting new users and operating their first investment experience is to gain the user’s initial trust in order to gain the user’s loyalty to the platform.

3. P2P platform qualifications, background, product features (competitive product overview)

The data in the following table are from incomplete statistical integration of network data. Since these platforms are similar in terms of platform operation mode, operation data, and new user acquisition methods , but also have their own differences, the following platforms and data are selected to compare users' psychological risk assessment of the platforms.

Note 1: The above data mainly comes from four platforms: Tuandai.com, Niwodai.com, Xiaoyinglicai.com and Suishuiji. The data is sorted and compared based on different dimensions, including annualized return range, comprehensive interest rate and platform qualification background, fund security, exclusive activities for novices and first investment product strategies, as well as all investment product categories, so that it can be used as a reference for competitive product data analysis when conducting online promotion and marketing of subsequent products.

Note 2: These platforms were chosen for competitive comparison because they advertise more frequently in the P2P industry, and their operating models, industry backgrounds, and categories are relatively similar. Tuandai.com and Niwodai.com are both relatively mature and stable platforms. The initial traffic of Xiaoyinglicai and Suishuiji was word-of-mouth and old traffic extended online, and their operating models are relatively similar. You can choose two or more platforms for comparison to see the advantages and disadvantages of each, so as to plan the creativity and strategy of the ad landing page and ad materials, promote your brand and attract new registrations through Internet advertising , and ultimately achieve the goal of user transactions.

4. Classification of Internet finance P2P advertising platforms

4.1 Internet advertising can be divided into three categories based on its effect: brand exposure, brand-effect combination, and effect conversion .

The following mind map shows three major types of channel platforms:

The picture lists some advertising platforms and does not represent all channels.

(1) Brand exposure advertising

Online: WeChat Moments ads , Weibo, Baidu mobile, etc. (other popular APP channels can also be expanded) social group APP launch splash screen/boot header ads.

Offline: advertising spaces in newspapers, bus stops, inside and outside buses, large shopping malls, LED lights in famous buildings, trains, subways, high-speed trains, video/light boxes/seat stickers in airports/entrances/waiting halls, etc. )

• Advantages:
  Enhance brand influence and corporate core values, increase brand awareness and reputation, and have relatively large traffic, which can expand the attention of people who are more interested in or originally unfamiliar with the company. In addition, this part of the converted population will have relatively high loyalty and trust in the company, and has a higher potential conversion value.
• shortcoming:
  The cost investment is large, and although there are many users, they are relatively scattered and fragmented, and it takes a long time to convert potential users.

(2) Brand + performance advertising (combination of brand and performance)

① Financial information industry vertical website

The financial industry has relatively large and stable vertical traffic (PC/mobile) on the homepage banner of Wangdai Tianyan, Wangdaizhijia and other websites, and fixed display advertising positions at the top, left, right, middle, bottom, etc. of the homepage. This type of advertising is generally billed in CPM or CPT/CPD to calculate advertising fees, and the cost is approximately 1,000-100,000/day or a certain period of time.

Brand advertising on major search engines: brand zones and brand golden advertising.

This type of advertising is a search brand advertisement, which is generally charged on a CPT basis. The fees depend on the number and display methods of different regions and brand keywords. It usually ranges from 70,000 to 200,000, and the investment period is half a year or one/two years.

PC:

Tuandai.com PC Baidu Brand Zone

Yiren Wealth PC Baidu Brand Zone

Mobile:

Mobile Baidu Brand Zone

② Application Market

Fixed top 10 in categories, recommendations, rankings, premium apps, etc., or Android and APPstore ASO optimization . (Since there are relatively few forms of advertising in the app market, I will not give many examples here)

③ Navigation URL (PC case)

(360 Navigation, hao123 Navigation) Financial Management Channel:

Click the financial management text link on the left, or the loan level text link on the right to jump to the 360 ​​loan level and then enter the 360 ​​financial management channel, as follows:

360 Navigation Finance Channel (one of the ad slots). Taishan Yading ad slot example:

a. Zhongye Xingrong (the main strategy for attracting new users is to receive a 1,200-yuan JD card and an 800-yuan cash red envelope for new registered users)

Expand ad:

Fold and collapse:

b. Huinong Jubao

Expand ad:

Fold and collapse:

④Information flow advertising

( Toutiao , UC Headlines , Baidu Native, Zhihuitui , Guangdiantong , WIFI Master Key) [Currently, the financial industry generally invests more in loan-related information flows, and most financial management platforms are in the trial and embryonic stage, and there is no data on specific conversions]

Feed ads, as the name suggests, are ads that appear in the updates of social media users’ friends. It first appeared on the social giant Facebook in 2006, followed by Twitter, Pinterest, Instagram, LinkedIn, as well as domestic social media such as QQ Space, Weibo and Renren, which also launched information flow ads.

In the content information flow, you will see an advertisement every six to seven pieces of information. The display forms include: text + single picture/three pictures. It is integrated into the information received by users in a very natural way. The user reach and acceptance rate are high, and it will not cause much interference to users. Therefore, this type of advertising is not likely to cause users to be disgusted with sudden advertisements compared to passive pop-up display ads.

Information flow advertising case:

a. Screenshot of P2P financial investment information flow advertising case

Loan information flow

b. Investment and financial information flow case

⑤ DSP

DSP is a demand-side platform based on programmatic trading, with precision marketing as its core concept. Related to it are RTB (real-time bidding), ADX and SSP (supply-side platform), and DMP (data management platform). The relationship between these can be illustrated by the following examples:

DSP tells the middleman ADX that it has a demand for advertising. ADX then goes to SSP and tells it that there is an owner who needs advertising and asks it to provide a suitable ad space. SSP introduces several ad spaces to ADX based on the needs of DSP advertisers described by ADX, but they require bidding. Whoever offers the highest price and the best quality ad material will get the space. ADX then conveys SSP's reply to DSP, and the DSP advertiser then gives a price and bids on the RTB system. ADX has completed its task and exited. That’s the whole process. (The above examples are purely personal understanding. If there are any differences, you are welcome to correct me ＾＿＾)

The DSP platform system has a collection of various media resource websites, which is equivalent to an industry media resource library, such as:

PC

move

Google DSP, Pinyou DSP, 360 Juxiao, Tencent DSP, Alibaba 's private programmatic trading system, etc., there are more investments in e-commerce and loans, and fewer investments in financial management, which can also be used as a direction for channel expansion. (As shown in the picture)

⑥ Online video advertising

Video patches and rich media short video ads on iQiyi , Youku, Tencent, etc., embedded ads during TV series and movies , and social short videos such as Xiaokaxiu and Douyin .

• Advantages:
  The ratio of brand and conversion nature is equal. Such advertising channels usually have large traffic, with precise populations and potential conversion populations each accounting for about half of the traffic ratio. Through different population portraits and dimensional targeting suitable for the company's industry, refined and precise marketing can be carried out to save promotion costs.
• shortcoming:
  Since the traffic of such channels is very large, and the intentions of people in different channels, such as news and information or social channels, are relatively scattered, the time cost and labor cost of optimizing operations are high.

(3) Effect conversion advertising channels (financial rebate platform)

(There are more coupon pages for new investors or financial rebates, and most of them are charged by CPS or CPC/CPT)

• Coupon Mom Financial Management Festival
• Rebate Network Financial Management
• Worth investing
• What is worth investing in
• Rice Coffee
• Qian Youke
• Financial Supermarket Network (Loan Category)
• Caiqi.com
• Hundred Awards Forum
• Stone Guest
• Xicai.com
• Rebate
• Lettuce Network
• Happy Send
• TouZhiJia
• Zhuaqian.com
• Silver Bridge Network
• 91 Investment
• Micro Profit
• Everyone benefits
• Money-loving Home

5. Landing page product user experience related

When an ad is launched in the information flow or on a media platform, the first page that is opened when the target user clicks on the ad, whether on a PC or a mobile device, is the landing page. This page is usually one page on a PC, but there are two types on a mobile device:

One is that after clicking the ad, there is a short H5 ad page or you enter the homepage of the platform's mobile wap official website; the other is that after clicking the ad material, you will directly jump to the app download page.

Currently, the most commonly used PC version is to enter the official website homepage or the new registration page; the more popular mobile version is the short activity-based H5 page (this method uses the page's discounts, benefits, egg smashing, scratch prizes, invitation gifts and other activities, and then attaches platform introductions and other information to guide registration strategies, grasp user psychological needs, and ultimately guide downloads); and the method of directly jumping to the download of the app after clicking on the ad is a bit too rough and direct for the user's psychological endurance. Of course, the app market is not included in the scope of this type of advertising.

(1) Home page of Niwodai PC advertising site
The main information points displayed are: homepage logo icon, brand logo, orange brand color, Guangzhou meetup event poster carousel, registration/login section, enterprise platform security information, etc.

(2) Home page of the PC advertising landing page of Tuandai.com

Information points displayed: homepage logo icon, brand logo, custodian bank, golden egg smashing, 800 yuan JD E-card and 518 yuan new user registration red envelope activities.

5.1 APP Homepage Visual Experience

After downloading the APP, the first page that users see when opening the APP is not only the startup guide page, but the homepage is also a very important landing page. The content displayed on the homepage is also a very important part of the brand identity for users to recognize the platform.

(1) Bottom navigation

As shown in the figure below, the bottom navigation of the following six platforms has a light gray background and dark gray icons and title fonts. When users click on the corresponding icons and texts, the icons and texts will change the original background color of the platform as the main color.

Note: Xiaoying Finance and Alipay are two platforms that mainly use blue as their main color. When the user clicks on the bottom navigation title, the navigation title icon and text will turn blue accordingly. The main color of the brand VI of Niwodai and Tuandai.com is orange, and the bottom navigation text and icons turn orange when clicked.

Below is the homepage interface of the Suishuiji APP, which has a slightly more traditional visual experience.

About the overall landing page product suggestions of P2P platform (Web/Wap/APP side) integration suggestions (only represents personal opinion^_^):

1. For financial advertising, the landing page should be well connected and combined with the creative materials and strategies of new customer acquisition activities to enhance the user experience.
2. On PC or APP, open the initial page and show the user the financial product page accordingly. This can prevent investment and financial management users introduced through advertisements from not being able to find the product information they want to know when they open the initial page.
3. The navigation interface at the bottom of the APP is designed with a generous and appropriate "My" module. Try not to set more than 4 to 5 navigation titles. (You can refer to Bank of China, WeChat , Tuandai.com, PPmoney, etc.)
4. Quick entry to product category classification, for example, icons should be marked with colors as much as possible to improve the user's visual experience.

5.2 H5 new user acquisition landing page function interactive experience case

The five pictures above are related to the functional interaction experience of the H5 page of the new member registration and new member activity on Tuandai.com . The main interaction steps are as follows:

The user operation mainly consists of the following four steps:

• Click the landing page
• Click on the scratch card
• Enter your mobile number and verification code
• Set password and enter random verification code

In general, the operation steps are relatively convenient and the novelty of the activities is quite attractive.

100% of users win after clicking. Grasp the psychological tendency of users who like scratch-off lottery tickets, winning prizes, and novelty and fun.

At the bottom of the page is an introduction to the qualifications, background and security of the Tuandai.com platform.

Guide users to understand the platform and increase their trust and awareness of the platform.

In general, it is mainly reflected in the following aspects:

1. Creative and novel experience
2. Activity participation experience
3. Convenient operation experience
4. Fund security experience

• The tracking of the link to the advertising landing page requires good coding to facilitate the subsequent tracking and analysis of advertising data.
• The landing page for PC is similar to that for mobile, so only the mobile version is used as a reference case.

6. Overview of promotion data analysis and comparison with competitor data

Data monitoring, operation optimization, data aggregation, integration, effect evaluation, and subsequent strategy improvement and iteration. The main work is to do well in the following aspects. The advertising delivery method can use A/B testing method to carry out different targeted delivery methods according to different dimensions and delivery purposes, so as to facilitate the subsequent data analysis and summary.

After new users participate in the initial investment transaction, the final experience and activity, retention , content operation , event planning , etc., as well as the conversion rate of the second reinvestment or above, require more effort in APP product user operation to maintain new and old users, and conduct secondary marketing operations for new and old users. Generally, there are sign-in, H5 mini- games , invitation gifts, user levels, points system, UGC content operation and other methods to achieve the normal operation of business projects.

Ending note: There are many ways of Internet marketing , which are also divided into different dimensions and platforms. The advertising placement and strategies are also different. Here I have only summarized some of my personal experience in the direction of Internet finance advertising and shared it with everyone. Please forgive me if there are any shortcomings! I also have a learning attitude, and everyone is welcome to give feedback in the comment section ~ Thank you!

The author of this article is @小侠Sissi. The source of this article is Everyone is a Product Manager and is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games