Mobile Insurance Marketing - Digital Insurance in Africa
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Transcript of Mobile Insurance Marketing - Digital Insurance in Africa
IDEAS THAT FIT
NEW BRAND THINKING WWW.HKLMGROUP.COM
HARNESSING MOBILE DIGITAL TECHNOLOGY TO CONNECT WITH CLIENTS By: @Jingo27
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© 2012 Deloi+e Touche Tohmatsu Limited
Who am I…?
@jingo27 #b2bcontent
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© 2012 Deloi+e Touche Tohmatsu Limited
What Are The Major Differences?
Outbound Inbound VS
Some of the key differences between tradiFonal outbound tacFcs that businesses have relied on to push out their messages, and the powerful relevant approach inbound
markeFng uses to connect with and facilitate sales and discerning buyers.
Inbound MarkeFng Consumer-‐driven, Fmely, content-‐rich,
soluFon based
Outbound MarkeFng Marketer-‐driven, disrupFve, hard sell,
product based
Blogging Social Media
SEO PodcasFng
Email MarkeFng to owned lists
Broadcast & Print Cold Calling
TelemarkeFng Tradeshows
Email to Purchased Lists
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© 2012 Deloi+e Touche Tohmatsu Limited
What is ZMOT And How Does It Effect Me?
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© 2012 Deloi+e Touche Tohmatsu Limited
ZMOT in acUon
IDEAS THAT FIT
NEW BRAND THINKING WWW.HKLMGROUP.COM
7 MarkeUng Content Matrix
Awareness Purchase
EmoFonal
RaFonal
Video
Games
ArFcles
Infographics Press Releases
Guides
Trend Reports
Events
Forums
Reviews
Product Features
Case Studies
Checklists
Webinars
Calculators
Reports & White Papers
InteracFve Demo
Smart Insights: Dr Dave Chaffey
8 Digital Content by Funnel PosiUon
Needs Content Pla\orm / Tools KPI
Reach
• Recognise Problem or issue • Change the status quo
• Blog arFcles • Infographics • eBooks & Guides • Assessments & Quizzes • Videos • Webinars
• Blog • YouTube • SlideShare • Apps • Twi+er • LinkedIn • Facebook • Google + • Online Ads • PPC / SEO • Email
• Traffic, page views, Fme on site
• Downloads • Inbound links, page rank • Fans, followers, likes • MenFons, comments and
shares
Act
• Explore soluFon possibiliFes • Define provider shortlist • Commit to change
• eBooks & Guides • Quizzes & Widgets • Newsle+ers (eNewsle+ers) • Demo Videos • Webinars • Industry analyst reports • TesFmonials • Case Studies • Reviews
• Blog • SlideShare • Apps • YouTube • eMail • Website
• Click-‐throughs, open rates • Downloads • Inquiries, forms • Database growth
Convert
• Gain confidence in selecFon • Understand ROI to build a
business case • Gefng Cost and methodology
esFmates
• Live or in-‐person events • ROI Calculators • Pricing Guides • Total cost of ownership tools
• eMail • Apps • CRM • FAQ • Blog
• Qualifies leads • Appointments • OpportuniFes • Pipeline size • Closed deals
Smart Insights: Dr Dave Chaffey
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© 2012 Deloi+e Touche Tohmatsu Limited
The markeUng trifecta
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© 2012 Deloi+e Touche Tohmatsu Limited
Content Funnel
Community
Contact
ConnecFon
ConversaFon
ConsideraFon
ConsumpFon
Reach
Act
Convert
Branded Content
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White markers indicate posiFon of Deloi+e Drawing Guides
7.40 cm 2.91 Inches
6.00 cm 2.36 Inches
8.00 cm 3.15 Inches
ß11.70 cm ß 4.61 inches
0.50 cm à 0.2 inches à
ß 0.50 cm ß 0.2 inches
11.70 cm à 4.61 inches à
To view Deloice drawing guides:
1. Right-‐click on slide and select ’Grid and Guides...’
2. Check ’Display drawing guides on screen’ 3. Select ’OK’ Purpose of digital engagement in insurance industry
Why
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White markers indicate posiFon of Deloi+e Drawing Guides
7.40 cm 2.91 Inches
6.00 cm 2.36 Inches
8.00 cm 3.15 Inches
ß11.70 cm ß 4.61 inches
0.50 cm à 0.2 inches à
ß 0.50 cm ß 0.2 inches
11.70 cm à 4.61 inches à
To view Deloice drawing guides:
1. Right-‐click on slide and select ’Grid and Guides...’
2. Check ’Display drawing guides on screen’ 3. Select ’OK’ Purpose of digital engagement in insurance industry
In a compeFFve field such as insurance, companies must deliver a responsive experience to keep policy holders engaged. Full business transacFons need to be enabled with low latency request / response rates 24/7 from anywhere in the world at any Fme. Mobile provides a wealth of opportuniFes for insurers, most companies are iniFally only focussed on gefng a mobile presence centred around customer / agent care are gradually expand to other areas including claims, product recommendaFon / quotaFons and markeFng campaigns.
How can insurers use Digital Mobile
Customer Engagement?
OperaUonal Commercial InformaUonal Improve Customer relaUonship management. Introduce VAS to facilitate deeper engagement such as billing alerts, claim processing noFficaFons, appointment noFficaFon Enhance customer experience. Enable mobile first processes for claim submissions; tracking claims
Acquire new customers. Enable agents and policy holders to transact and sign up via mobile or an app – find nearest agent based on current locaFon Boost insurance partner revenues. Real-‐Fme geo-‐located offers to targeted mobile users
Increase engagement. Move beyond fire & forget messages to Constant Contact with context rich and relevant advice. DifferenUated services. Provide easy to access educaFonal tools, access to advice and agent support.
Drive customer care and create unprecedented value!
13 EffecUve Mobile Lifecycle
InacFve AcFve Loyal Advocate
InteracFons
Performance Measurement Data ContextualisaFon of analysis
Analysis InteracFon, engagement and experience measurement
Metrics
Insights Channel development and opFmisaFon
Business outcome, operaFonal, customer saFsfacFon
Mobile Channels Mobile Web Mobile Apps Mobile Ads
Sales MarkeFng Service
Other mobile touch points
14 How to measure mobile
Prepare IdenUfy Implement Monitor
Determine what can be measured Business outcome Increased revenue Efficiency Customer saFsfacFon
Define what needs to be measured
Mobile app metrics Mobile Ad metrics Mobile web metrics
Create effecFve data collecUon
PrioriFse apps Phased approach ImplementaFon Quality Assurance
Evaluate what’s been measured
Analyse data across dimensions Dashboard and repots Compare against other channels
15 Mobile insurance apps that are #Winning
LIBERTY MUTUAL HOME GALLERY® APP
Take photos of your belongings Catalogue each item by room and/or category Add item details or scan item barcode for images and descripFons Capture an item by imporFng photos from your phone Note purchase price, purchase date and/or take photos of the receipt for each item Export your inventory as a spreadsheet or PDF for easy sharing or as a back up in case your phone is ever lost or damaged
16 Mobile insurance apps that are #Winning
MOVE TOOLS™ BY STATE FARM
With this app, you can virtually pack every room in your house, stay organized with recommended tasks, and even create packing labels that display the contents of the boxes so you don’t have to open them. This app is user-‐friendly and is every organizer’s dream.
17 Mobile insurance apps that are #Winning
COUNCIL FOR DISABILITY AWARENESS: DEFEND YOUR INCOME APP
Leading Edge Disability Center supports the Council for Disability Awareness (CDA) in helping individuals better understand what could prevent them from working and how they can protect their income.
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© 2012 Deloi+e Touche Tohmatsu Limited
Remember ZMOT
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© 2012 Deloi+e Touche Tohmatsu Limited
@Jingo27
PRESENTATION DESCRIPTION
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