In the era of marketing fragmentation, how does Tencent's social advertising wedding photography industry grasp product resources and ...

At present, the wedding photography industry has entered the stage of fragmented marketing environment, and new marketing ideas and contents emerge one after another, which dazzles consumers. In the face of fierce competition, how to maximize the investment effect and how to choose a good partner to help them grow has become an urgent problem for wedding companies and industry optimizers. In order to help the wedding photography industry grasp the first-hand information and grasp the market dividend, Tencent Advertising recently held the "Wedding in Hui Tencent Advertising Wedding Photography Industry Exchange Conference" (Shanghai Station), where the operation managers and excellent optimizers of wedding photography enterprises gathered together to bring them the latest industry gameplay, interpret the strategic links of advertising operation and look forward to the future innovation and development direction through on-site theme sharing full of dry goods. "Wedding in Hui Tencent Advertising Wedding Photography Industry Exchange Conference" was successfully held in Shanghai. Platform cooperation boosts industry growth. Elite optimizers lead the change. With the deepening of digitalization, the importance of data and traffic becomes more and more important, and the wedding photography industry as a whole needs the blessing of platform power. At the exchange meeting, Shi Saifei, senior director of Tencent's advertising life service industry, said: "Tencent Advertising hopes to help the industry find the best business support through its own platform. In addition to helping everyone get high-quality traffic at the front end, it also provides effective solutions in the back-end customer acquisition conversion. At the same time, Tencent Advertising will integrate different data sources, realize the construction of the industry through data interaction, and enhance the commercial support and connectivity of the wedding photography industry on the platform. " Shi Saifei, senior director of Tencent's advertising life service industry, has gradually become an important channel for the wedding photography industry to share Internet customers, and it is easier for wedding photography companies to achieve long-term development in cooperation with the platform. Xie Chen, CEO of Shanghai Yixin Culture Media Co., Ltd. said at the exchange meeting: "We and many wedding photography companies have focused on exploring full-link creativity, short video and fine management of back link this year. Perfecting the e-commerce system and the full-link integrated marketing system will become the top priority in the next step. We hope to work together with Tencent to contribute to the development of the industry. " "Wedding Industry Optimizer Training Camp" is a talent training plan tailored by Tencent Advertising for the wedding photography industry in 2020. It has helped many wedding photography companies to improve their advertising analysis ability, and helped many optimizers to get better delivery results in practice. A few days ago, more than 100 industry elites from all over the country actively participated in the training camp competition. Tencent advertising selected three best industry intensive cultivation awards and excellent operation awards, and presented them at the wedding. Ou Jin, head of Tencent's advertising wedding photography industry, said at the award ceremony: "Through this optimizer training camp, we have the opportunity to share resources and successful cases, and we have also gained a lot of innovative thinking and experience, which is very meaningful." Ou Jin, head of Tencent's advertising wedding photography industry, presented awards to optimizers from Notting Hill, Lesser and Pan woman square, focusing on new traffic opportunities. There are "Tao" and "technique" to help one-click increment. On the basis of exchange and cooperation, what can wedding photography enterprises do to get more high-quality traffic and grasp the product dividend in the first time? Tencent advertising wedding photography industry marketing experts interpreted the marketing operation strategy on the spot, and drew a panorama of industry marketing for the guests from five chapters: strategy, tools, inspiration, actual combat and prospect. In the second half of the year, Tencent advertising platform data shows that Q4 will have new traffic opportunities, with tag advertisements and vertical videos as the main ones, supplemented by conventional single/multi-images, and video advertisements are easier to obtain. In order to help the on-site guests better understand and use Tencent's advertising product tools and stabilize traffic, Pan, senior industry operation manager of Tencent's advertising WeChat, explained the product capabilities and delivery strategies on the spot. In terms of product capabilities, the ability of multi-flow, optimal volume and fixed flow input will help advertisers reduce costs, improve efficiency, make delivery more suitable for the scene and accurately expose. In addition, automation+refined data orientation, oCPM function of easily obtaining customers, and engine capability of optimizing model accuracy will assist advertising in all directions. In terms of converting links, various forms of advertisements further shorten links and improve the conversion rate. Tencent advertising is also building new link product capabilities, and testing video number promotion links will further enhance the delivery effect. Easy to play with the new paradigm of digital operation, the traditional delivery mode of "flow x creativity x directional x bidding" is inefficient and can no longer adapt to the fast-paced delivery under the current new situation. Xu, senior product manager of Tencent advertising wedding photography industry, introduced the intelligent delivery mode in detail. In the intelligent mode, the advertising conversion rate and consumption achievement rate have been significantly improved. Based on the automatic extension ability of the new model, advertisers can customize the delivery target and optimize the system learning results of automatic extension; Based on the ability of data modeling, the system can divide the business tracks where advertisers are located and find their own high-intention people for each industry track. In the future, the goal of Tencent's advertising wedding photography industry is to gradually realize intelligent orientation, digitize the whole case in terms of traffic, creativity and bidding, and create a smarter delivery system for wedding photographers. Fascinating, the creative vane of forging industry will open the first year of video in 2020, and the video advertisement will be more competitive and more stable. Compared with print advertisements, wedding video advertisements consume 19 percentage points more, and the consumption stability is higher. ECPM is 7% higher than print advertising on average, and its capacity is remarkable. Wang Yifan, senior operation manager of Tencent's advertising wedding photography industry, deeply interprets the key points of video creativity, so that the on-site guests can quickly acquire the skills of making dry goods from shooting scenes and lens use, actor and scene selection, post-editing subtitles and dubbing. At the same time, Zhang Yun, Senior Operation Manager of Creative Center of Product Technology Department of Tencent Advertising Platform, introduced that Tencent Advertising Creative Center takes high-quality advertising creativity as the core, and explores to build a one-stop service platform integrating case lessons, intelligent tools, pre-trial distribution and efficient delivery. The Creative Center includes five modules: Creative Reference, Creative Classroom, Creative Toolbox, My Materials and Activity Highlights, which will help advertisers to better conceive, produce, optimize and manage their own materials. Depend on each other and share the experience of optimizer training camp. As the delivery becomes more and more intelligent, the output and selection of video materials become one of the decisive factors. Relying on Tencent's social bulletin board, Notting Hill wedding planning subverts the previous cooperation habits, obtains customer funds through the WeChat circle of friends advertising promotion of WeChat official account, reuses the positive experience of graphic advertisements, and reaches users more vividly in the form of video, and further optimizes the effect through the delivery strategy of "refined operation-skillful use of landing page analysis-feedback video effect". With the help of good wind, wedding photography customization can see the pain points of the industry, and it is difficult to lock users, innovate and change, and stimulate demand. Chen Changxiang, Senior Operation Manager of Tencent Advertising Wedding Photography Industry, thinks about 2020 holiday marketing activities. He said that Tencent Advertising will build marketing activities based on Tencent's official platform, integrate various categories of resources in the industry, fully empower advertising capabilities, conduct in-depth marketing, cover more traffic scenarios, enhance reach and transformation through the latest product forms, and enhance brand discourse power. In the future, Tencent Advertising will continue to promote the digital development of the wedding photography industry. With its own platform and product capabilities, Tencent Advertising will help partners in the wedding photography industry to open up digital links, better grasp the market growth opportunities, and use the joint efforts of the industry to enlarge the brand size and performance, and write the future blueprint of the wedding photography industry.