Summary of the Key Points
This news article focuses on the "pain points" and "solutions" in financial marketing: The era when financial institutions could grow simply by "spreading traffic widely" is over. Nowadays, they face challenges such as high costs for traffic, difficulty in conversion, and strict compliance requirements (for example, half of advertising expenses are wasted without knowing which part is causing the issue). Jinhong Dongneng (the commercial platform of the HarmonyOS ecosystem) has proposed a solution called "precise identification of targets + comprehensive scenario-based reach." By utilizing the full range of device data and AI capabilities within the HarmonyOS ecosystem, they help financial institutions understand users' real needs from multiple perspectives, capture the early signs of demand, and customize models for specific user groups. This approach combines Jinhong's high-value traffic pool, data science foundation, and comprehensive solutions to achieve a balance between compliance and efficiency, ultimately leading to growth driven by "value-oriented" strategies.
The Old Problem in Financial Marketing Has Become a Pain Point: Expanding Traffic Isn't Working Anymore
The issue of "wasting half of advertising expenses" is particularly acute in the financial industry. Why?
- End of traffic dividends: The growth of mobile internet users has peaked, and the cost of acquiring new customers is increasing year by year, with fewer and fewer high-quality prospects available.
- Distributed user attention: Users use dozens of apps, making it difficult for advertisers to reach them across different platforms with varying rules. Additionally, users dislike irrelevant ads (for instance, credit ads appearing while watching videos), making engagement challenging and potentially annoying.
- The unique nature of the financial industry: Financial products involve long approval processes (e.g., several steps from exposure to loan disbursement), high trust requirements, and strict compliance standards. It's not possible to use a "traffic funnel" approach like in the fast-moving consumer goods sector. Blindly investing in traffic may end up targeting people without actual needs, which erodes user trust and is essentially a gamble.
The Real Problem: Not a Lack of Traffic, but a Lack of the Right Targets
Financial institutions are not short of users; rather, they lack those with genuine needs and the right qualifications. The traditional method of targeting mainstream platforms no longer works effectively because high-quality traffic is expensive, and conversion rates are declining. The main reasons for this are:
- Loss of marketing control: Fragmented media makes it hard for advertisers to maintain a consistent marketing strategy and communicate across platforms.
- The black box of conversion: The conversion process is like a "black box"—it's unclear where issues arise at each step (e.g., from clicking to receiving a loan), making blind investment in traffic wasteful.
Jinhong Dongneng's Approach: Using Data Science to Identify the Right Targets
Jinhong Dongneng uses the comprehensive data and AI of the HarmonyOS ecosystem to gain a deep understanding of users. This process involves three key aspects:
1. Comprehensive insight: Instead of focusing on individual app activities, they consider users' behaviors across all HarmonyOS devices (phones, tablets, watches, etc.) in various scenarios (exercise, work, home), taking into account long-term changes in their lives (from being single to starting a family, changing jobs) to create more accurate profiles.
2. Capturing unexpressed needs: User needs don't emerge suddenly. For example, potential loan applicants may have a 7-day observation period and a 48-hour decision window. Jinhong Dongneng uses AI to identify early signals of interest (e.g., users searching for renovation tips, which might indicate a potential need for a loan) and intervenes during this period rather than waiting until they make a decision.
3. Customizing industry-specific user models: In the financial sector, they identify three high-value groups (small business owners, blue-collar workers, and conservative savers) and exclude those with lower qualifications or who apply indiscriminately. They collaborate with financial institutions to develop precise and compliant models.
*Note: All data is anonymized to protect user privacy.*
How to Reach and Convert Users Efficiently? Three Key Growth Drivers
Once the right targets are identified, it's essential to reach them effectively. Jinhong Dongneng provides three tools based on the HarmonyOS ecosystem:
1. High-value traffic pool: Connecting to over 1 billion HarmonyOS devices across various scenarios (phones, computers, smart wearables, etc.). For example, Huawei Wallet has 300 million users who make 2 billion transactions per month, representing a highly valuable customer base.
2. Data science foundation: They have developed "Integrated Quality Score 2.0," which evaluates users based on intent and qualifications to quantify their value, shifting marketing from an experience-based approach to a data-driven one.
3. Comprehensive scenario-based solutions: These cover six major areas (product recommendations, searches, travel, payments, etc.) as well as specialized domains like insurance and financial channels. For example:
- Product recommendation: They use educational content (e.g., about insurance) to gradually influence users, creating a closed-loop from promotion to conversion.
- Search optimization: When users search for loans, relevant products are immediately displayed to streamline the decision-making process.
- Enhanced messaging: They transform text messages into interactive, multimedia content (with red envelopes and coupons), increasing click-through rates by ten times compared to standard messages.
These strategies turn "one-time traffic" into a recurring source of valuable customer interactions.
The Future of Financial Marketing: From Traffic-Oriented Thinking to Value-Oriented Thinking
The future of financial competition will revolve around the value of user groups. Those who can accurately identify high-value users will succeed. The key changes include:
- Shift in focus: From capital to data, turning user data into valuable insights for competitive advantage.
- Change in mindset: From buying traffic to providing relevant services that truly meet user needs.
- Ecosystem opportunities: Although the HarmonyOS ecosystem is still developing, it offers a path to predictable growth based on a deeper understanding of users and systematic capabilities.
The value of Jinhong Dongneng lies in helping financial institutions regain control of their marketing efforts by identifying the right targets and investing in them effectively, ensuring that every advertising dollar is used wisely.
In summary: The solution to financial marketing challenges lies in "precise identification of targets + comprehensive service delivery"—using data to understand users and an ecosystem-based approach to reach them, ultimately achieving growth that is cost-effective, user-friendly, and compliant.