Tips About Tencent Social Ad

On October 23, 2015, Tencent「Internet+Marketing」forum was held in Chongqing, with attendees from Tencent senior management, including Tang Daosheng(EVP), Lin Jinghua(Vice President), Luo Zheng( Ad GM). The forum focused on the discussion about digital marketing trends, pain points as well as solutions. The general agreement converged on the fact that social ad will lead trends in digital marketing in the coming years.

Tencent positions itself as a connector: connecting one person with another, a person with objects as well as connecting an individual with contents and services. 

Direct hit marketing gap and return to the original point(Customer)

Throughout the digital marketing process, from the portal and search engine to social media era, advertisers gradually have been losing control of the content; users, on the other side, are becoming more assertive and aware of what they are looking for. Nowadays in the social media world, users can customize the content according to their own preference; challenges are, therefore, unavoidable for digital marketers who want their content to stand out.

The current social scene has established the best connection between marketing and people

As the Chinese social media’s giant, Tencent certainly grasps some advantages over other platforms in terms of user coverage, their length of time spent on the website and the captivating layout. It has an online traffic of over 10 billion people, covering 90% of online users. 

Based on these strengths, Tencent social ad is able to identify real time customers’ demands in a real time. Lin Jinghua, vice president of Tencent, offered his exclusive analysis: social ad was the best connection technique between marketing and users, which could offer deep insights into customers’ personalized demands and created an emotional appeal through the multi-scenario interaction.

Data brings us value. DMP’s 3 functions upgrade marketing efforts 

Aside from accurate customer insights, rich ad scenes and creative ad forms, big data technology becomes the key to understand marketing value and maximize marketing effects.

The three functions of DMP include detailed profiles, tag customization and cross-screen identification.

1.Detailed profiles. Take a cellphone plant as an example, Tencent can track and collect users’ habits accessing their online records through their mobile phones. This will allow to identify affectionate users, new subscribers or people who renounced to their service.  Consequently, this will easily facilitate the study of trends and it will be of valuable help to establish the targeting strategy.

2.Tag customization. By cooperating with vertical industries, data coming from tags can be integrated as a functional part to create a successful media strategy. Take the car industry as an example. Tencent will soon partner with a car plant helping them to establish car category’s tags in addition to users’ basic attribute tags, in order to influence customers’ final purchasing decisions.

3.Cross-screen identification. With the assistance of Tencent User Identify System, Tencent will be able to help partners extending and recovering the life cycle of Cookies, or even make it limitless. The successful performance of this function depends on three conditions: target customers via cross-screen and cross-media platforms; identify long-term customers; integrate fragmented data and highlight model users’ profiles 

Speed up the layout and opening to create big data marketing ecology

Powered by social advantages and data processing capability, Tencent is scheduled to speed up social ad development keeping an open mind. Through partnership amongst platforms, vertical industries, brand advertisers and others entities, it is likely that Tencent will constantly improve its data capability. In order to improve marketing strategies, it will likely make use of data related approaches in various industries’ fields.