Forum Posts

汗纳迪姆
Aug 03, 2022
In Interior Design Forum
After going through the technology popularization and market education stage in 2019, and the large-scale proof-of-concept and pilot deployment stage in 2020, privacy computing will enter the stage of truly trying large-scale applications in 2021. This topic will deeply investigate the application status of the industry, and pay attention to the value brought by privacy computing to the development of the data element market together with the industry. There are many bosses around who do traffic and customer acquisition for financial institutions such as banks and insurance companies. Recently, they got together to chat and complained most about "not very easy to do". What I say here is not easy to do. It is not that there are any risks in the role of financial flow intermediaries (pimping) (a policy was issued two days ago to recognize the legitimate rights and interests of financial intermediaries, especially loan officers), but the essence of the flow market seems to be in Secretly change. These changes manifest in risks and effects. 1. Rough mode will eventually become a thing of the past In fact, everyone in the game understands that for a long time in the past, the way to bring a large amount of traffic to financial institutions used to be based on SMS marketing and distribution tasks. However, in the last year, including so-called big data companies, operator SPs seem to be gradually disappearing, and distribution is not very popular. Why does it gradually disappear? There are legal risks in the ownership of marketed users. Strictly speaking, harassing marketing text messages to non-member users should be prohibited. Therefore, most advertisers have begun to taboo, and big data companies have also begun to "compliance" business. The ability of SP channels is limited. For example, a certain operator has banned sending any credit text messages since last month, breaking its throat. The actual effect is worse, the SMS is blocked, the user opening rate is low, etc. Yes, the ROI of marketing is not as good as the bonus period. Distribution tasks should be of the worst quality, because in the past few years, the large number of customer acquisitions accumulated in the business volume and new indicators no longer have so much KPI pressure, and now more advertisers explicitly require "rejection task volume". Of course there are a lot of intricacies, and the result is that you're getting significantly fewer financial marketing text messages now than you were two years ago. Make a thought and summary: I think that after finding a third-party big data company, selecting people based on labels, and sending text messages to users in the name of "unnecessary", it should be withdrawn from the stage of history. So, what kind of way will fill the gap in the demand of financial institutions to obtain high-quality traffic? 2. Scenario-based cross-marketing is an elegant and reliable way Cross-marketing is not unfamiliar. "Scenario-based cross-marketing was not the most important way for companies to acquire customers before? Why?" Indeed, some of them cooperate with other industry platforms to organize events and advertise, which all belong to the category of scenarios. But I think it's a rather narrow definition. The previous cross-marketing was unidirectional. For example, in Toutiao, advertisers used Toutiao’s user tag system to select groups of people to advertise, and the settlement was generally based on clicks (cpc). Because to a large extent such one-way delivery with effect (cps) settlement is unfair to the advertising platform. The disadvantage of single-item delivery is that the accuracy of the crowd package is completely dependent on the user portrait of the advertising telemarketing list platform, and there is no financial institution (advertiser) to send the delivery effect user samples to the advertising platform to optimize the delivery model. Therefore, there is a high probability that the effect of a single delivery will only get worse. The "scenario-based cross-marketing" mentioned today is a two-way process that meets two necessary conditions: The user that is finally reached must be executed by the platform on which the user is located. For example, if a financial institution completes the model selection on the advertising big data platform, if it is not a customer of the financial institution, the advertising platform must conduct marketing and promotion to the user. The delivery effect data of financial institutions can be jointly modeled with the feature data and click data of the advertising platform to optimize the delivery model. To be honest, the financial technology technology in the past was quite difficult to satisfy. 3. Reinterpret private domain traffic What is the specific plan for scenario-based cross-marketing? Let’s start with an old concept—private domain traffic. This is not unfamiliar, especially in the past few years of live e-commerce. To put it simply, your own small circle, your fans
Next Financial Traffic Dividend: Scenario-based Private Domain Traffic
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汗纳迪姆

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