In order to win this battle for the "mind" of customers, more and more leading banks have chosen Internet channels represented by Tencent News.
*: Light Finance Author: Li Jingfang.
With the qualitative change in the interaction between banks and customers in the digital era, bank marketing and brand building have also entered a new stage. Compared with touching and acquiring customers, it is more difficult to attract customers' attention and gain customers' trust in a subtle way. It can be said that how to find a strategy for rapid and in-depth interaction with a large number of customers, and further realize the accurate matching of customers with products, services and channels, it is urgent for banks to upgrade their marketing. How to win this battle for the "mind" of customers?The head bank does a good job in the marketing and customer expansion of the bank's single business and products on the one hand, and carries out the deep cultivation of the bank's brand image construction through appropriate content strategies on the other hand, and various marketing methods go hand in hand, such as the recent documentary "The Seer Man" cooperated by Minsheng Bank, which outputs brand business information around the topic of pension, and arouses widespread heated discussions among the circle of people through both hot and in-depth content. In this process, making good use of Internet channels has become the key to breaking through. Looking at the banking and internet channel marketing cases in 2023, more and more banks are using Tencent News as their preferred partner. For many banks, Tencent News, which has been deeply involved in information content for 20 years and has the largest number of monthly active users of its kind, has endless marketing potential. Tencent Advertising, like 179
Precision content marketing
Let good products and good businesses gain more user recognition
The essence of banking competition in the digital era is the competition between businesses and products.
In the digital era of traffic congestion and serious homogenization, precision marketing has become more indispensable. The banking industry is also facing marketing dilemmas such as serious homogeneity of marketing strategies and insufficient attractiveness of contentHow to turn traffic and every interaction with customers into a real opportunity for user connection and value growth, so that good products and good businesses can gain more target user recognition has become a common task faced by the banking industry. This is inseparable from the help of good quality content + professional channels. In recent years, the banking industry has developed a two-pronged approach to business and product marketing. On the one hand, accelerate the construction of its own online and offline channels, and increase customer stickiness through rich content constructionOn the other hand, with the help of the extensive traffic and personalized content of external Internet platforms, the product capabilities and brand concepts are integrated into high-quality content, so that content becomes a precise tool for brand personalized marketing, maximizing the advantages of brand differentiation, thereby affecting the mental identity of target users and making up for their own shortcomings in traditional customer acquisition channels. Taking the promotion process of a single product or business as an example, the new citizen card is one of the new key businesses of financial institutions in recent years, and major banks continue to focus on the financial service needs of "new citizens" and improve the quality of life of new citizens through rich financial products and systematic services. A status quo that cannot be ignored is that the new citizen group covers a wide range of people, with more than 300 million people, and the homogeneity of various banking products is relatively serious. In this case, the difference advantage of the brand cannot be told by the product, and it is more necessary to tell the "brand difference" with the help of good content, so as to enhance the sense of convenience and accessibility of the new citizen group for their own brand financial services, that is, to find a way to win the target group in the emotional balance. Some large banks have begun to use platforms such as Tencent News to carry out marketing cooperation with personalized customized content for the new citizen card. Tencent News has tailored a series of columns for the banking industry, focusing on the current living conditions of new citizens in different cities, and entering their life aspects with questions, demonstrating humanistic care, and using high-quality content as a window to naturally export the financial solutions of the bank's new citizen card. The essence of precision content marketing is to make users trust an agency and form brand awareness through professional content and corporate responsibility, so that they can have more interest in purchasing the agency's services. It can not only practice social responsibility but also enhance brand marketing strength, and financial knowledge is such a combination point. In this regard,Combining the financial literacy education system with public welfare, China Everbright Bank has joined hands with Tencent News to present a set of "Life Lessons for Children" teaching curriculum for children from afarWith the proposition of "rural education" and the "rural revitalization, talent first" behind it, it responds to the main theme and conveys the humanistic concerns of the brand. The course covers science, history, children's financial quotient, psychology and other contents, helping rural children to broaden their horizons and master the key to their own lives, and make up for the shortcomings of rural general education. Under the integration of Tencent News' resources, this series of courses integrates financial knowledge popularization + rural children's education + social positive energy transmission, in addition to helping brands build a professional image, superimposing a sense of value, and creating differentiation in the fierce marketing competition. From an objective point of view, new products and businesses of banks emerge in an endless stream, and there is no shortage of bright spots in business and products, but how to do a good job in personalized customized marketing, it is necessary to find a good content export and marketing carrier. For the general public, down-to-earth content can play a key role in linking business knowledge with the needs of public life, making business products closer to life, closer to people's hearts, and improving the desire to buy. This kind of content output ability has extremely high requirements for the platform, which requires both professional and insight into people's hearts. Adhering to the principle of "winning with content", outputting authoritative, professional and nutritious content, and establishing a deeper emotional connection with users is what platforms like Tencent News are good at, and it is exactly what banks need.
Detonate brand voice with the help of hot events
Although there is wisdom, it is better to take advantage of the situation;Although there is a base of radium, it is better to wait for the time. ”
The same is true for marketing, where successful "riding the momentum" marketing can often achieve geometric growth. As we all know, news and information are inseparable from public life, and social news topics can often arouse the high attention and discussion of the whole people. With the help of nodes and hotspots related to the public, brands can be widely reached, and they can also quickly shorten the distance with users. The financial industry covers a huge number of users, with most of the individual users of state-owned banks exceeding 600 million and joint-stock banks generally exceeding 100 million. Node marketing and big event marketing span multiple types of nodes, attract strong social attention, and can match differentiated gameplay for financial institution brands and efficiently seize the attention of users. From the specific marketing theme,:At present, brand image building, cross-border marketing, investor education, and public welfare have become the core marketing pain points of major financial institutions. In this regard, hot spots and node events are more likely to attract users' attention, and if you use good content and marketing, you can achieve twice the result with half the effort. In fact, judging from the actions of various banks in the first half of 2023, there are frequent cases of taking advantage of the situation. For example, the Spring Festival is the node with the most concentrated consumption and the most abundant application scenarios in the yearDuring the Spring Festival in 2023, WeBank and Tencent News will take advantage of the hot spots of the Spring Festival to carry out cross-border integrated event marketing - uniting ten major brands, covering seven areas of eating, drinking, playing, playing, watching, walking, and reading, celebrate the New Year with gifts and rights of life, and fully penetrate the Spring Festival life circle of users. At the same time, it also enhances the communication connection with users by playing with the fission of red envelopes during the Spring Festival, which not only effectively amplifies the volume, but also targets the online and offline life, consumption, and information scenarios of the target group to help conversion. 
The much-talked-about "June 1st" Children's Day, how to make marketing "out of the circle"?During last year's "June 1st", China Construction Bank, Tencent News, and Sunshine Future Art Education** jointly planned the "Songs to the World" Children's Day Cloud Chorus Public Welfare EventMore than 100 children from 10 Hope Primary Schools were invited to perform the song "Beautiful Life" in the form of cloud chorus on Children's DayIt also allows valuable activities and content to radiate to a wider range of social groups, arouse a wider range of attention and discussion from all walks of life, feed back social issues, transmit positive energy, and give different in-depth connotations to the "June 1st" Children's Day. 
In the process of bank marketing, it has become an indispensable part with the help of hot spots, nodes, and industry events. Tencent News started as an information company, which can have a good insight into the public's concerns and different emotional demands, and at the same time, it can apply this insight to financial marketing to stimulate users' sense of identity.
Let the brand image building generate long-term value
In the era of mobile Internet, the importance of brand is becoming increasingly prominent. A good brand image building can help banks establish a deeper bond with users and stay one step ahead of others in the industry competition. However, the building of bank brands is also facing the opportunity to reshape, and the bank brand rooted in the real economy and people's lives has been endowed with a deeper connotation. As Nobel laureate economist Robert Schiller has noted, "Finance does not make money for the sake of making money, it exists to help achieve society's goals." "The banking industry also has an unshirkable responsibility to fulfill its social responsibilities and achieve the goal of social good. Against such a background,In the process of bank brand building and content marketing, it is also necessary to take corresponding responsibilities to convey their own value and responsibility, and increase the competitiveness of the bank brand through differentiated brand marketing. Since 2023, in the process of fulfilling social responsibility, many representative cases of comprehensive image building of bank brands have been born. As an important carrier of excellent traditional culture and a cultural symbol of Chinese civilization, the Forbidden City is one of the cultural IPs that has attracted the most attention at present. Over the course of two years, Tencent News made a panoramic record of the Forbidden City exhibition "Seeing the Heart of Heaven and Earth: Imagery and Imagery of China's Study". Take this opportunity,Agricultural Bank of China and Tencent News jointly launched the official documentary "Because of the Study", empowering ABC to help the brand responsibility of traditional cultural inheritance. 
The integration of financial power and traditional culture has unleashed new brand vitality. ABC has joined hands with Tencent News, relying on the dual advantages of the content and special reports of the Credibility News platform, through a variety of content forms such as special pages, essence short**, exhibit posters, character manuscripts, etc., breaking the limitations of time and space, expanding the depth and breadth of content, realizing emotional resonance and value association, and creating a model of ABC integrating finance and culture.
Intangible cultural heritage is also an important part of China's excellent traditional culture, and it is also a cultural treasure worthy of mining by the banking industry. In 2007, Bank of China became the first Chinese commercial bank in China to launch private banking services.
During the 3rd CICGF in April 2023, Bank of China Private Banking held the launching ceremony of the "Torch" Intangible Cultural Heritage Protection and Inheritance ActionIt advocates the use of financial power to help the protection and inheritance of intangible cultural heritage, gather upward forces, and help Chinese civilization to pass on the torch and continue to thrive. Tencent News has also joined hands with the brand to launch a series of offline intangible cultural heritage experience activities, which will lead users to visit intangible cultural heritage treasures such as Hangzhou's "Golden Stone Seal Carving", Xi'an's "Sonorous Old Style" and "Shadow Puppet". At the same time, we will create an online H5 of "Inheritance of the Torch", invite the whole people to answer questions and win gifts, popularize intangible cultural heritage knowledge in the knowledge quiz, and help cultural inheritance.
If you want to find a business focus of various types of banks at the moment, small and micro credit is undoubtedly one of them. When it comes to small and micro finance, the brand of Minsheng Bank is well-known. As early as 2008, Minsheng Bank took the lead in focusing on small and micro enterprises, and has adhered to the strategic positioning of small and micro finance for 15 years, and has always insisted on serving the real economy. This time,Minsheng Bank joined hands with Tencent News to launch the documentary "We Stand Shoulder to Shoulder" on the theme of small and micro economy, approaching different aspects of China's small and micro economyto explore how small and micro business owners bring indispensable and tremendous value to society behind the seemingly ordinary life. The documentary reflects the warmth of finance and deepens the label of its small and micro finance brand. In fact, from state-owned banks to joint-stock banks, a large number of brand cases of national banks are naturally integrated into brand information through high-quality and advantageous contentAnd according to the actual needs of co-creation and customization, so that the brand story is more natural and more heartfelt. In the second half of 2023, the marketing competition of banks is in full swing, and single-point business, product, event marketing and brand sustainability** are still the main directions of each bank, which requires the support of more professional cooperation platforms. WhileWith professional content productivity and sensitivity, Tencent News can help banks build IP-based, diversified and professional brand marketing solutions. In this process, it is believed that it will also become the preferred cooperation platform for more and more banks in the process of brand building.