Assessment Digital Audit and Planning Portfolio AMB330 ... · PDF fileAssessment Digital Audit...

Cover More Travel Insurance

Assessment Digital Audit and Planning

Portfolio

AMB330: Assignment 1

Name: Joyce Chan Pui Ling

Student ID: N9566708

Tutor: Elizabeth Buchanan

Tutorial Day/ Time: Wednesday/ 3-5pm

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TableofContents

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

2.0 Target Audience.......................................................................................................8

2.1 Competitor Analysis...................................................................................................9

2.2 Consumer Insights....................................................................................................10

3.0 Recommendation......................................................................................................10

4.0 References.................................................................................................................11

5.0 Appendixes................................................................................................................13

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1.0 Introduction

Cover-More Travel Insurance (CMTI) is an Australian based company which has been

building strong relationships with travellers around the world for 30 years. It is one of the

Australia’s most popular travel insurance that provides daily travel safety to clients (Cover

More, 2016). CMTI has a relatively 40% market share of the national travel insurance and is

expecting to multiply further.

CMTI goals are to bring brand awareness and brand image for future potential customers.

Thus, CMTI focuses on direct sales and invested more in brand. It targets adventurous and

risk takers travellers who are aged 18 to 25. However, in the keen competition in the

Australian travel insurance market, CMTI has five main competitors. Therefore, it is

important for CMTI to suggest unique strategies to outstand from their competitors.

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MODULE1:DIGITALMEDIAAUDIT

Client: Cover-MoreTravelInsurance(CMTI) Date:20thAugust2016

Criteria Examplesorobservations Rating1to10Broadvisionofhowdigitalmediacantransformthecompany

CMTIusesdigitalmediatoincreaseawarenesstothetargetedyoungadultsthrough their website, Facebook, YouTube, Twitter and Instagram. This isachieved throughnumerous contentmarketing, suchas theuseof imagesand competitions. Websites are used to build relationships and providedetailed information, for example tips and advice and latest news.Testimonials are displayed on their website, boosting awareness andcredibilityasthirdpersonreviewstothecompanyarepowerfulmotivators.However,mobileapplicationplatformsarenotavailable,decreasingvisibilityand accessibility to customers who prefer receiving quotes on phoneinstantly.Therefore,theintroductionofmobileapplicationforthecompanyisproposedtoreachnewclientbase.

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Integrationofmarketing,IMCanddigitalstrategy

CMTI uses social media to advertise their insurance. Interesting images,videos andblogs areposted to capture future clients’ attention.However,the message is not consistent across the traditional and the digitalplatforms. While traditional advertising emphasises on the benefits ofgetting insurance, digital marketing focuses more on motivating youngtarget audience to participate in contests and upload footages of theirholiday experiences. Yet, due to the growing preference towards onlinereading, companies, suchasChoicemagazine, combine theuseof the twoplatforms. Having a consistently strong message across all platforms isessentialtoavoidconfusionfrompotentialcustomers.

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Digitalstrategy

CMTI increases awareness by communicating and attracting customers topurchase insurance through social media. The company engaged withcustomers by giving out cash for the best travel video which encouragedmore people to participate in the contest as it involved word of mouthstrategy. The company also shared motivational quotes and inspirationalvideostowhichfriendscantagoneanother.CMTIincreasebrandimagebyinvesting in Google advertisement to entice customers to purchase travelinsurance.

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Strategicallyconsistent,company-createdbrandmessages

CMTI’s brand identity is inconsistent across all platforms. The name isconsistentthroughoutallmediumswhichiseasilyrecognisedbycurrentandfutureclients.YetthelogosforInstagramandYouTubeareinconsistent(seeappendix1).Also,theabsenceoflogoonsomeimagesfailstopromotethebrand’s authenticity. CMTI brandmessages are inconsistent because theirFacebook page creates a sense of community by deliveringmessages likenewsandtraveladvices.Itshowspositiveandmotivationalquotestoinspiremore people to travel using their services. However, thewebsite providescomprehensiveinsuranceplansandblogsfrompastcustomers.

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Degreeofcompanyinvolvementindigitalandsocialmedia

CMTI has shown good knowledge through Facebook and Twitter as theyactivelykeeptheircustomersupdated.Theyprovideoutstandingcustomerserviceby allowing customers to enquire on Facebookmessage.However,CMTI does not have Facebook advertisement to enhance audiencetargeting.CMTIcreatedareliablewebsiteforclientstoreceivespontaneoustravel insurancequoteandresponsiveYouTubeand Instagrampagewherethey have good visual platforms. It also has interviews about travellersexperiencingCMTI.

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Digitaltoolsandsocialmediausedbythecompany

CMTIusessocialmediatocreatebrandawarenessandimages.

1.FacebookPage:Itengageswithcustomersbypostinginterestingdestinationsandabletosendinstantmessagetorepresentative.

2.YouTubechannel:Createscontentthroughonlinecommunitiesbyuploadingtestimonialsandtravellingexperiences.

3.Website:Itprovideseaseaccessibilityforclientstoobtainquoteonlineandin-depthdetailsaboutthecompany.

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4.Instagram:Itdidnotfocusontheobjectiveandmissionofthecompanybutmoretovisualization.5.Twitter:Itprovidestravelhacks,tipsandadvice.Italsopromoteliveeventsandnewsforclients.

Frequencyofuseofdigitalandsocialmediatools

CMTI updates their Facebook once everyday except during the weekendsand Twitter is the dominant channel as more updates updated 10 to 13times daily. Twitter’s news and updates are similar to Facebook page butCMTImaximizesthebenefitsofsocialsharingbycustomisingthemessagesbemore engaging. YouTube videoswere uploaded everyweek to reach aworldwideaudience.However,Instragramupdateseveryonceortwoweekswhichisdifficulttoenhancebranding.

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Examplesofcontentshared

CMTIannouncedimportantnewstotravellerswhoareconcernedormaybeaffectedbythevolcano.Thetargetaudiencewouldbeworkingadultswhotook leave in August and are searching for sufficient information abouttravel insurancepolicies. The ideal action is to allow customers know thatCMTIisreliable.

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ThispiecefromFacebookpageisgivingtipsofwhattododuringwinterforNew York travellers. It linked to a blog for readers to have a widerperspectivefromablogger’sexperience.ItstargetaudienceisfortravellersvisitingNewYork for the first timeorwho is seeking for travel inspiration.TheidealactionistoencouragepeopletoexploretheincrediblenessofNewYorkbyreadingthearticleandimages.

This is a picture of a woman enjoying a breathtaking sunrise on themountain. Its target audience is young travellers who are active in socialmedia and are desperate to win cash. The ideal action is to create brandawareness and image by having a personal touchwith the customers andenticethemtotagtheirfriendswhohaveexperiencedinvideoediting.

Strategicuserengagement

ItappearsthroughtheirFacebookpagethatthebrandiscurrentlytargetingaged 18-25 young travellers with many post and testimonials of youngtravellers exploring the city and sharing their journey. CMTImonitors andrespondstocommentsandquestionsposted inaprofessionalandpositivemanneronFacebookwithinanhour.Thushasatotalof84%responseratebased on Facebook insight. Overall, CMTI has shown strategic userengagement.

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Measurementofdigitalperformance

CMTI collects its data through Facebook insights and analytics includingFacebook likes and post reach. The reach tab on Facebook allows thecompany to monitor which posts have more engagement based oncomments,likesandshares.ThiscouldhelpCMTItounderstandtheirtargetaudience.

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Totaloutof100

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2.0 Target Audience

Cover More Travel Insurance’s target audience is aged 18 to 25 who live in the city and love

exploring the world. They belong to the look at me category that seeks for exciting life and

tends to be more active when they travel (Young and carefree, 2011). A trend occurs 75.6%

of aged 18 to 24 prefer seeing nature and 54.6% of population agree taking risk (Roy Morgan

2016). Based on Roy Morgan’s data, this target is the best option as young travellers usually

have lower income, want to be secure when travelling and guarantee maximum compensation

in case of accident. Otherwise, travelling can become expensive if unpredictable situations

occur (Hristovska and Mirceska, 2010). This is because 61.6% aged 18 to 24 people are

employed part time and 69.8% of aged 18 to 24 often use the Internet to search for a suitable

insurance. It is proven that 94% accessed the Internet through a desktop or a laptop computer

(Australian Bureau of Statistics, 2016). The peak hour to reach clients would be weekdays

which is after dinner ( Roy Morgan, 2016).

CMTI is a high-involvement decision product because customers are unsure about the

services provided. Wrong decisions will be made by customers when processing information,

for example misperceive the risks or reluctant to make alternatives and may face budget

constraints (Ulbinaite and Lucinskiene, 2013). Customers will decide which travel insurance

has better coverage in case of unforseen circumstances, for example personal liability. Later,

customers evaluate the options and narrow them down. This research may include

testimonials, website and word of mouth strategy. However, some customers avoid

purchasing travel insurance because they only take short breaks. They take this opportunity to

spend and escape for a spontaneous weekend.

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2.1 Competitor Analysis

Competitor Potentialimpact

Travel

Insurance

Direct

TIDFacebookandTwitterarenotactive.However,TIDhas theirownapplicationplatform

which could upturn real-time engagement with customers. TID has better policy and

coverage.Thus,customersarewillingtoinvestinTID.

1cover 1coverhasupto25persongrouptraveloptionsandhasbettercoverage. It ischeaperto

buycomparedtoCMTIbyAUD2.11for2days.Itssocialmediaareinactiveanddonothave

competitionstoenhancecustomerengagement.

Worldcare Worldcare does not have socialmedia except forwebsitewhich gives an opportunity for

CMTItoattractmorecustomersIthasbetterpolicyandofficecanbefoundconvenientlyas

theyhavemanybranch.

SCTI SCTI premium is from $15which is reasonable. SCTI does not have a Facebook page but

havegoodcontentonYouTube.Thevideogavesufficientinformationandlifetestimonials.

However,YouTubeisnotactivebecausetheirlatestvideowas3weeksago.SCTI’swebsite

doesnotprovideacontactformforcustomerstoinquiretheirneeds.

Allianz Allianz website’s information is easy to read and has good navigation for customers to

search relevant informationandmobile friendly. Thepagehas goodengagementbecause

therearealotofcommentsfromcustomers.

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2.2 Consumer Insights Young travellers want to have a comfortable vacation where they do not need to get worried

about flight cancellation and stolen baggage but chose not to purchase because they have low

income.

3.0 Recommendation Cover More Travel Insurance (CMTI) is recommended to invest on Facebook advertisement

to enhance target audience. Advertisers can customise a target filter, for example age and

location for people to view their ad. It allows people to fall within their target segment once

an advertisement is launched (Mishra, 2015). This is done when a new user liked the page

and received latest information about the company. According to Ramsaranan Fowdar

(2013), Facebook has become the most visited online social platform for users. Therefore,

Facebook advertising is a good investment to attract audience who belongs to the

demographics that shows the behaviour.

Cover More Travel Insurance should update their post consistently by pushing rich content

on a regular basis on all of their social media channels. According to Roy Morgan (2016),

marketers should post every weekday after dinner, as Internet will be use more often during

that period. It is recommended for CMTI to work a month ahead on content and to set aside a

day or two each month to write out all of the social media updates. This is because

inconsistent brand post could stimulate lower audience response by positioning the brand into

the audiences’ mind (Tafesse, 2015).

Lastly, CMTI should improve on brand identity. Consistent use of logo and brand colours

across all communication channels is important as it could help to strengthen the brand’s

authenticity and enhance intimate appeal to customers. CMTI should determine a minimum

size of the logo and keep the position of the logo consistent across all media images because

it will sustain customers’ relationship with the brand (Park, Eisingeric, Pol and Park, 2013).

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4.0 References

Australia Bureau of Statistics. (2016). Retrieved 16 August 2016, from

http://www.abs.gov.au/ausstats/[email protected]/0/ACC2D18CC958BC7BCA2568A900139

3AE?Opendocument.

Cover More. About Cover More Travel Insurance (2016). Retrieved from

https://www.covermore.com.au/about-us.

Hristovska, M., & Mirceska, I. (2010). Travel Insurance As A Significant Element Of

Supporting Tourist Travelling. Faculty of Tourism and Hospitality Management in

Opatija.Biennial International Congress.Tourism & Hospitality Industry, , 910-916.

Retrieved from

http://gateway.library.qut.edu.au/login?url=http://search.proquest.com/docview/76342

2456?accountid=13380.

Mishra, A. (2015). Consumption Value of Digital Devices: An Investigation through

Facebook Advertisement. Scientific Research Publishing Inc, 4, 51-61. Retrieved

from http://file.scirp.org/pdf/SN_2015070215130913.pdf.

Park, C.W, Eisingerich, A.B, Pol, G. and Park, J. W. (2013). The role of brand logos in firm

performance. Journal of Business Research. 66 (2), 180-187. Retrieved from

http://ac.els-cdn.com.ezp01.library.qut.edu.au/S0148296312002068/1-s2.0-

S0148296312002068-main.pdf?_tid=2a5d8042-6793-11e6-98f1-

00000aab0f27&acdnat=1471779425_52243020212a4762e08033b04b66b212.

Ramsaran-Fowdar, R., & Fowdar, S. (2013). The implications of facebook marketing for

organizations. Contemporary Management Research, 9(1), 73-83. Retrieved from



Roy Morgan. (2016). Roy Morgan Single Source Australia: Apr 2011- Mar 2016 [Cource

information]. Retrieved from

https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=

_124946_1&content_id=_6354850_1.

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Tafesse, W. (2015). Content strategies and audience response on Facebook brand

pages.Marketing Intelligence & Planning, 33(6), 927–943. doi:10.1108/mip-07-2014-

0135.

Ulbinaite, A., & Kucinskiene, M. (2013). Insurance Service Purchase Decision-Making

Rationale: Expert- Based Evidence from Lithuania. Ekonomika,92(2), 137-155.

Retrieved from



Value segments help define international market. (1988). Marketing News, 22(24), 17.

Retrieved from



Young and carefree: RBC poll finds young travellers taking risk without travel insurance.

(2011, Jul 26). Canada NewsWire Retrieved from



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5.0 Appendixes

Appendix 1: Facebook and Instagram logo

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