CGU eBusiness Presentation NIBA 2011 - Your Customers are Digital, So Why Isn't Your Marketing
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Transcript of CGU eBusiness Presentation NIBA 2011 - Your Customers are Digital, So Why Isn't Your Marketing
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Your Customers are Digital……..So why isn’t your Marketing?So why isn t your Marketing?
NIBA Sydney 201120th September 2011
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Hot off the Press….
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Digital Marketing: 2011 - 2016
In 2011, Digital Marketing spend ~$34.5 Billion1
2 Contributes 19% of all advertising spend
3 By 2016, more than double to ~$76.6 Billion
4 Equate to 35% of all advertising spend
5 More than marketers spend in 2011 on television
6 Heading for the centre of the Marketing Mix
Reference: Forrester August 25th 2011
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What’s driving the increased investment?
Digital Marketing is measurable1
2 Consumers are digital
3 We know it works
It is no longer a question whether you do Digital Marketing….
It is how well you do it
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Shifting the focus to the “Customer”Customer
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Innovation & Customer Experience
Creativity + Execution = $$$
Attract customersAttract customers
Convert leads
Retain customersRetain customers
Grow customers
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“Digital” Sales Funnel
Awareness
Consideration
ResearchResearch
Trial
Purchase
Post Purchase
R t P hRepeat Purchase
Advocacy
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Controlling the Value Chain
Access Search Connected
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Digital Evolution
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The Digital Reality Check
Consumers are Digital
Consumer Behaviour has Changed
Consumers are in Control
C E lConsumers are Employees
E l E th i E t iEmployees now Empower their Enterprises
CThese Enterprises are your Customers
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How do Consumers….
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Read the Newspaper
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Book a Holiday
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Find a Restaurant
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Order Pizza
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Do their Homework
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Make Phone Calls
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Watch TV
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Find Love
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Shop at Xmas in 2011
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Pay Bills
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Go to the Supermarket
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Play Games
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Play Games
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Watch Sport
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Surf the Net
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Go to Concerts
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Get Discounts
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Get Discounts
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Collaborate to Solve Problems
Crowdsourcing is the act of outsourcing tasks, traditionally
performed by an employee, to a large group of people or performed by an employee, to a large group of people or
community (a crowd), through an open call.
Why Crowdsource?
― Alternative approach to paid labour
― Access to a wider pool of talent
― Fresh eyes = fresh approach
― Get in touch with consumers
― Definitely meet customer need
― Develop deep relationships
Reference: Wikipedia
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Integrating Digital Marketing
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Intermediated Insurance
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Integrating Emerging Channels
Do you incorporate digital solutions?1
2 How do you incorporate digital solutions?
3 What’s the best mix with traditional marketing?
4 Are you and your staff prepared?
5 Do you know the online persona of your customers?
6 Are you ready for the next generation customers?
7 Do you have a Digital Strategy?
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Technology is just the Enabler
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Digital MarketingSolutions
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Digital Strategy
SEO
PaidSEM
MobileCommerce
Website
DisplayAdvertising
Social Media
EmailMarketing
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Website Optimisation
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More than a Brochure
Design Nav.
Branding
Look &
InformationArchitecture
Headers & Feel
Content & Tools
Footers
Home Page &Product Pages
Calls
Get a Quote
Calls to
Action Online Forms
Tools
Contact Us Online Quoting
Lodge a Claim Online Payments
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eCommerce 101
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eCommerce 202
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Search Engine Marketing
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Google Results including Places
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Google Traffic Estimation
Keyword Competition Global Local
Home Insurance 1,830,000 135,000Home Insurance 1,830,000 135,000
Business Insurance 1,000,000 40,500
Commercial Insurance 301 000 9 900Commercial Insurance 301,000 9,900
Farm Insurance 673.000 4,400
Global Monthly Searches
The approximate 12-month average of user queries for the keyword on
Google search.
L l M thl S hLocal Monthly Searches
The approximate 12-month average of user queries for the keyword on
Google search for those Countries & Languages (Australia / English). g g g ( / g )
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Search Engine Optimisation
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Pay Per Click Campaigns
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Email Marketing
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Email Marketing Objectives
Build Brand Awareness
Improve Customer Retention
Increase Website Traffic
Support Offline Marketing
Increase Lead Generation
Increase Sales Revenue
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Email Marketing Process
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Email Marketing Examples
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Mobile Commerce
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Mobile Apps
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Mobile Advertising
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Social Media
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Social Media: Why & How?
Define your strategy1
2 Listen to the conversation
3 Engage your brand
4 Respond to customer enquiries
5 Develop your strategy
6 Generate sales leads
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Sharing
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Getting Social
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Getting Social
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Getting Social
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Getting Social
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Keeping it in the Cloud
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Google Apps
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Be Part of the EvolutionBe Part of the Evolution…
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