AMB330 Assessment 1 Digital Audit and Planning...

1 Liam Bryce n9479147

AMB330 Assessment 1 Digital Audit and Planning Portfolio

Liam Bryce n9479147

Tutor: Alicia Marr


Contents Page:

1.0 Introduction ...................................................................................................................................... 3

2.0 Table 1: Digital Audit ........................................................................................................................ 3

3.0 Target Audience ................................................................................................................................ 6

3.1 Consumer Insight ......................................................................................................................... 8

4.0 Recommendations ........................................................................................................................... 8

4.1 Build brand personality ................................................................................................................ 8

4.2 Central series that can be promoted on all mediums .................................................................. 8

4.2 Increased interactivity on the website ......................................................................................... 9

Reference List ........................................................................................................................................ 10


1.0 Introduction

Cover-More is Australia’s leading travel insurance provider, it has 40% market share (Cover-More,

2016). The Client is looking for ways to increase its market share and brand presence within the 18-

25 demographic (Cover-More, 2016). Three primary objectives are: drive direct sales pre-purchase,

drive brand awareness, and create awareness of the product and need. The budget is $10,000 per

month. The target market loosely falls within the “millennial” generation (Machado, 2014).

2.0 Table 1: Digital Audit Criteria Examples or observations Rating

1 to 10 Broad vision of how digital media can transform the company

Cover-More utilizes social media platforms adequately to target the 18-24 demographic. However due to the low involvement of travel insurance this isn’t enough to break through the clutter (Marketing Magazine, 2013). Only 2% of travel insurance brands can be recalled by consumers and travel insurance purchases usually take under four hours of research (Marketing Magazine, 2013).

6

Integration of marketing, IMC and digital strategy

The content posted online on the various platforms is mostly in line with the traditional advertising and other marketing communications. A piece of content will be repackaged and posted in a suitable form to each platform. However, the traditional advertising does focus on the security side of travel insurance whereas the social media focuses more on travel tips.

8

Digital strategy

The digital strategy is focused on millennials. For example: online content features young people in their twenties. The travel guides/tips are focused on the low end, backpacking and other cheap options. Content seems to be inspired by sites like Buzzfeed with their “Top X” lists.

7

Strategically consistent, company-created brand messages

Brand Identity is fairly consistently communicated on and offline. Online the brand seems to be generally upbeat and youthful. This brand identity is communicated across all social media. However, traditional advertising makes it seem serious and respectful. Ads like “Moving Mountains: Travel, Survival and Rescue in Nepal” for example. The website is also more serious appearing then the social media.

6

Degree of company involvement in digital and social media

The brand is regularly using Facebook, Twitter, Instagram and YouTube. Although there are gaps on the YouTube where content doesn’t get posted for a while. However, content is the same generic pieces that competitors are making. This is why the company is only getting a few dozen likes a post. Effort needs to be put into differentiating from competitors and creating more engaging content for the 18-25 demographic.

5

Digital tools and social used by the company

Cover-More is using: Facebook, Twitter, Instagram and YouTube. Google Plus and Pinterest are also there but not important. The focus seems to be on Facebook as that’s where most of the users are. YouTube is used to post all the video content that also gets copied to Facebook. Apart from the videos that get released every now and then the majority of posts is articles like the one seen below with teaser text attached. This is appropriate as it fits in with the target market who are

6


obviously travel focused. However, it isn’t unique, it’s the same kind of content the competitors are posting (see similar competitor pictures).

Image 1: Cover-More standard Facebook post

Image 2+3: Similar competitor posts

Frequency of use of digital and social media tools

Content is regular on Facebook and Twitter. Facebook posts every 1.4 days (average of last five posts). Twitter is every few hours. Instagram posts every 10.6 days (last five posts). YouTube is every 14.8 days (last 5 videos). According to Social Media Today Business Facebook’s should post once a day and tweet 5 times (Matista, 2015). Cover-More should aim every two weeks for YouTube (Walker, 2016).

8


Examples of content shared

Image 1: Cover-More standard Facebook post

Target: People interested in France and Breaking Bad. Young travelers. Ideal Action: Click on article, read it, then browse the Cover-More website and purchase.

Image 5: Cover-More Twitter

Target: People interested in touring Rio. Ideal Action: Click on article, read it, then browse the site and purchase.


Image 6: Cover-More YouTube

Target: People interested in traveling to America and keen to find fun things to do. Ideal Action: Watch video, become more invested/knowledgeable of the brand, then head to the website and purchase.

Strategic user engagement

The online content is clearly targeted at millennials with a bent towards mid-twenties females. The content reads somewhat similar to a women’s magazine. More could be posted to engage men. More masculine travel experiences for instance. The content needs to be differentiated from competitors to increase engagement. What is currently posted is fine but struggles to rise out of the clutter of peoples feeds. The brand isn’t active in its comment sections of posts but does respond to any questions within 24 hours.

7

Measurement of digital performance

It is assumed the company is regularly documenting its Google analytics and Facebook insight. This is likely what led to them contacting QuT to improve low engagement. The current posts to the various social media platforms seem to be a result of what has done the best in the past. It’s hard to say without asking the client.

5

3.0 Target Audience

The target audience for this demographic is 18-25 (Cover-More, 2016). This demographic loosely fits

into the millennial bracket (Machado, 2014). The lower end of the target audience earns $550/wk

while the upper $1200 (Ma, 2014). The predominant employment is retail (Allison & Mugglestone,

2016). Travel for this demographic is therefore on a budget.

Facebook is the biggest online platform for this audience at almost 90% usage (Charrier, 2016).

Although other platforms like Snapchat and Instagram have 40-60% usage rates (Charrier, 2016).

Twitter, recently however, has become the social media Australians are most likely to stop using

(Sensis, 2015). This has caused it to drop to only 20% usage rate amongst under 30’s (Sensis, 2015).

Twitter is at risk of becoming “uncool” to the target audience. Facebook is the best way to reach

millennials, particularly if you use the “boost post” tool (Page, 2015). Social media usage is highest


just before work and just after (Huray, 2013). Therefore, social media advertising is most effective: 6

- 7am and 6 - 7pm.

Social media plays a key role in path to purchase for this demographic (US Travel Insurance

Association, 2015). Three out of four consumers check social media before purchasing (US Travel

Insurance Association, 2015). 63% of products researched on social media by millennials are actually

bought online (Sensis, 2015). 66% of millennials check up to 5 reviews before making a purchase

(Sensis, 2015). Word of mouth is key (Allianz, 2016). 90% do more than half of their travel insurance

research online (Marketing Magazine, 2013). 67% reported they purchase the product directly from

the brands site (Marketing Magazine, 2013). It was found that while travel insurance companies

spend their money driving consumers to their digital media, the inability to convert them into

purchasers was what was damaging the bottom line (Marketing Magazine, 2013). Essentially, the

opportunity for improving the path to purchase is in better digital media.

In terms of psychographics, millennials are difficult to generate brand loyalty (Philip, 2008).

However, companies supporting worthy causes was found effective with this audience (Philip, 2008).

Through research it has been discovered that millennials feel they lack financial know-how (Smith,

2012). Finance scares them, often forcing them to rely on parents (Smith, 2012). Pushing the

“security” angle should therefore be effective as well as empowering millennials to feel financial

savvy through purchasing.

Table 2: Competitor Digital Offering Analysis

Competitor Website Social Media

Travel

Insurance

Direct

Attractive website. Only four links in

header. Very inviting, non-

overwhelming. Good mobile

optimisation.

18,000 likes, generic content. Variable like rates.

Ranging from 4 - 1000. Low comment-to-like

ratio. Possibly purchasing likes. Twitter and

YouTube: low engagement.

1 Cover Icons for the navigation menu. Live

chat during opening hours. Social

media links aren’t prominent.

Only 3500 likes on Facebook, generic content.

Lots of posts receiving no engagement. YouTube

is lower budget then other sites.

Worldcare Old fashioned. Similar content to

competitors. No social media links.

Inactive.

Southern

Cross

Old fashioned. Only YouTube social

media link.

Barely active.

Allianz Harder to find travel insurance due

to multitude of offerings.

5,477 likes, generic content, low engagement.

Twitter feed is mostly responding to complaints

which doesn’t look good.


3.1 Consumer insight

In regards to online travel insurance purchases: millennials value reviews, recommendations from

friends/family and easily accessible information. Social media provides all this for them. Therefore,

the biggest opportunity for travel insurance brands is to improve its offerings in this critical stage of

the path to purchase.

4.0 Recommendations

4.1 Build brand personality ($2000/month)

Image 7: An example of the type of look for Mr. Cover (Wardrop, 2012)

To differentiate Cover-More from its numerous competitors the brand is suggested to build a unique

personality. Currently the online personality is one of a responsible mid-twenties woman. The new

personality will be focused around an old distinguished British man: Mr. Cover. This man will be the

father-esque figure that will be seen as a source of security for the unconfident millennial. In

addition, more focus will be placed on fun humorous content. This sort of content is shown to be

more engaging (Snow, 2015). Content should be a bit more masculine as well to draw in men.

4.2 Central series that can be promoted on all mediums ($6000/month after setup)

To create more engaging content that will push people to the digital offerings a new series is

proposed around Mr. Cover. This series will feature him humorously saving millennials in danger.

Ideas include: parting a tsunami for a tourist beach goer, breathing into a girl struck with Zika virus

and thus curing her or fighting off robbers in Rio. The end of every short 30 second video will be

“Cover-More gets you more cover.” Or some legally appropriate equivalent. Slogans are shown to

effectively boost brand awareness (Langenburg, 1991). By using dummy social media accounts to

spread and promote meme’s created with this mascot, viral marketing can be tapped into. Big


Facebook pages can be paid relatively cheaply to post them. This ad will additionally showcase the

need for travel insurance.

4.3 Increased interactivity on the website ($2000/month)

To help differentiate Cover-More from the almost identical competitor’s, extra features should be

added to the website. The confusing long list of links will be reduced. A graphic of Mr. Cover will be

displayed. He will have voiced lines and speech bubbles guiding people through every step and

congratulating them on making a sensible decision. While somewhat humorous this should also

increase the attractiveness of the path to purchase. Interactivity elements like this have been shown

to be effective (Alton, 2016).


Reference List:

Allianz. (2016). Word of mouth still triumphs as most trusted way to advertise. Retrieved from

https://www.allianz.com.au/

Allison, T., & Mugglestone, K. (2016). Where millennials work. Retrieved from Young Invincibles

website: http://younginvincibles.org/

Alton, L. (2016, January 4). Features that make a good website great. Retrieved from

http://www.business.com/

Barton, C., Haywood, J., Jhunjhunwala, P., & Bhatia, V. (2013). Traveling with millennials. Retrieved

from Boston Consulting Group website: https://www.bcgperspectives.com/

Charrier, R. (2016, May 4). Millennials And social media: it's more complicated than you think.

Retrieved from http://www.socialmediatoday.com/

Cover-More (2016) AMB330 Assessment 1 Digital Audit and Planning Portfolio [Client Brief].

Retrieved from https://blackboard.qut.edu.au/bbcswebdav/pid-6354853-dt-content-rid-

6658815_1/xid-6658815_1/

Huray, A. (2013). How, when, where & why Australian’s are accessing social media. Retrieved from

Frank website: http://frankmedia.com.au/

Langenburg, D. N. (1991). Science, slogans, and civic duty. Science, 252(5004).

doi:10.1126/science.252.5004.361

Machado, A. (2014, March 25). Here is when each generation begins and ends, according to facts.

The Atlantic. Retrieved from http://www.theatlantic.com/

Marketing Magazine. (2013, February 21). Online travel insurance decisions not driven by brand

awareness. Retrieved from https://www.marketingmag.com.au/

Matista, S. (2015, July 17). When and how often to post on Facebook and Twitter for maximum

engagement (with minimal effort). Retrieved from http://www.socialmediatoday.com/

Ma, W. (2014, May 8). Do you consider yourself a struggling, comfortable or rich Australian?

Retrieved from http://www.news.com.au/

Page, M. (2015, April 5). Boosted posts vs promoted posts vs separate ads on Facebook. Retrieved

from https://thedigiterati.com/

Philip, A. (2008). Millennials: researching the application of demographics to build customer

relationships and HR strategy. Management Services, 52(1). Retrieved from

http://search.proquest.com.ezp01.library.qut.edu.au/docview/234259108/

Sensis. (2015). Sensis social media report May 2015: how Australian people and businesses are using

social media. Retrieved from Sensis website: https://www.sensis.com.au/


Smith, A. (2012). Businesses look for ways to market to the millennials. McClatchy - Tribune Business

News. Retrieved from http://search.proquest.com.ezp01.library.qut.edu.au/

Snow, S. (2015, July 2). Be funny: the amazing power of humor in social media marketing. Retrieved

from http://www.socialmediatoday.com/

UNWTO. (2012). UNWTO and WYSE travel confederation launch global declaration to promote youth

travel. United Nations.

US Travel Insurance Association. (2015). New study reveals who buys travel insurance demand

triples. Retrieved from http://www.ustia.org/

Walker, L. (2016). Social media frequency: how often should businesses post on social media?

Retrieved from http://personalweb.about.com/

Wardrop, M. (2012, February 2). Billy Connolly heckled off stage for second time in a week. The

Telegraph. Retrieved from http://www.telegraph.co.uk/

AMB330 Assessment 1 Digital Audit and Planning...

Documents

Transcript of AMB330 Assessment 1 Digital Audit and Planning...