This model uses the data of registered users and borrowers to form a special marketing user portrait, and develops it in cooperation with a third-party Special Database channel, and then conducts targeted advertising in the channel, so as to achieve the effect of precision marketing . Strict control of user groups from the source of advertising has resulted in such high conversions. Of course, companies that can cooperate with external channels to develop algorithm models also have higher requirements for their own data accumulation and Special Database analysis capabilities. Advertising creative and material delivery In addition to the precise reach of user groups.
Under the algorithm model, the creative materials that ultimately affect the conversion process are also very important. Here are mainly two aspects: advertising Special Database creativity and landing pages. (1) Advertising creativity We have crawled 1,000+ advertising ideas from IOUs for nearly half a year, and found through keyword analysis that: in terms of benefits, the emphasis on quota is always the focus of publicity, followed by interest Special Database or interest-free, and finally convenience . And the copywriting routines are also traceable: Those who are afraid of losing money and attract attention.
Such as "Don't regret xxx", warn people to stay away from usury, in order to emphasize the formality of IOUs; There are shocking exclamations , such as "pay off the Special Database loan with xx at one time, and the interest is as low as xx!" Express the benefits of the product in an incredible tone; There are also special guidance for lack of money scenarios , such as "lack of money at the end of the year/debt reminder? You can solve it with xx", which Special Database seems to be a publicity method that can hit the user's pain point. The role of advertising is to attract attention and form clicks after making people interested.