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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
AMB330 Digital Portfolio
Digital Audit - Assessment 1
Name: Hee Fern Eng
Student ID: n9753150
Tutor: Ben Rogers
Tutorial: M310 Wednesday 1300-1500
Word Count: 1641 words
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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
Table of Contents 1.0 Introduction ......................................................................................................................... 3
2.0 Digital Audit .............................................................................................................................. 4
3.0 Target Audience Analysis and Product and Competitor overview .......................... 10
3.1 Target Audience ................................................................................................................... 10
3.2 Product and Competitor Overview .................................................................................... 11
3.2 Consumer Insight ................................................................................................................. 11
4.0 Recommendations ................................................................................................................ 12
Reference ....................................................................................................................................... 13
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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
1.0 Introduction
This report identifies the existing digital strategy implemented by Cover-More Travel Insurance
to achieve their marketing and IMC objectives.
Figure 1 Cover-More’s Primary Objectives
To measure how Cover-More achieves their goals, an audit was conducted. The digital audit
rates the overall digital strategy and how they employ the digital offerings. This reports also
identifies Cover-More’s target audience and analyses the brand engagement on the digital
platforms. Finally, three recommendations were derived based on the analysis to further
improve their digital strategy.
Drive direct sales
Create product awareness
Raise brand awareness for future customers
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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
2.0 Digital Audit
Client: Cover-More Travel Insurance Date: 21 August 2016
Criteria Examples or observations Rating 1
to 10
Broad vision of
how digital media
can transform the
company
Cover-more’s belief is that “Things happen. We’re here to help
you keep travelling.” (“About us”, 2016). Digital media can help
to achieve this belief by allowing Cover-More to engage and
assist existing and potential consumers. It has a user-friendly
webpage that ensures the ease of navigation which allows
viewers to search the product offerings. Cover-More creates
sharable content on its channels to increase reach. Messages
such as travelling tips, imagery and videos were used as its
branding strategy on these channels that educates and inspires
travel enthusiasts; it is important as it drives traffic into its
webpage which potentially leads to conversion. Despite the
potential sharing of the content, it lacks the ability to form
discussions amongst the audience, this limits word-of mouth
and thus influencing the effectiveness of building more brand
awareness.
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Integration of
marketing, IMC
and digital
strategy
Cover-more uses both traditional and digital media to
communicate and reach wider range of audience. Digital media
tool such as Facebook Messenger are used to assist the service
quality. The brand messaging on both traditional and digital
marketing platforms communicates the assurance offered by
the product. The homepage has a classification selection that
enable fast quote; thus, driving direct sales.
Quote system, Cover-More Website
Cover-More has been consistent with its communication
strategy by incorporating its logo and signature colour (blue,
white) into the message content in both media; ensuring
consistency and unison across all channels while encouraging
brand recall.
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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
Due to the high number of internet users and the cost-effective
nature of digital advertising, having high digital presence allows
Cover-More to reach and engage its audience more effectively
(Saleh, 2014).
Digital strategy
(please articulate)
The implementation of varying digital platforms is aimed to
create positive brand awareness, recognition and image.
Moreover, the consistent brand message and repeated
exposure of brand element (i.e. logo, brand name) promotes
engagement and brand recall amongst viewer (Harmon-Jones &
Allen, 2001).
Cover-More’s digital platforms provide customers easy access to
useful information (i.e. travel tips, promotions). Such
information are highly spreadable to consumers and potential
customers, thereby creating greater trust and customer loyalty
(Algesheimer, Dholakia and Herrmann, 2005; Thompson and
Sinha, 2008) It affects ones’ attitude and perception and
purchase decisions which ultimately leads to sales. However, the
posts lacks integration of product information which limits
consumers’ ease of research.
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Strategically
consistent,
company-created
brand messages
Cover-More has an adventurous brand personality by delivering
content that encourages and inspire travelling. Although the
advertising execution across the digital platforms differ (i.e.
testimonial, imagery and straight sell), the communication
messages resonate the company’s belief of product offering
secure and stress-free travels.
Degree of
company
involvement in
digital and social
media
Due to the high internet usage of the target audience, Cover-
More can be seen to prioritize digital marketing instead of
traditional marketing. They are actively present in many digital
platforms.
Despite having many followers on digital platforms, Cover-More
failed to maximize the platforms’ function. The viewership is
dispersed across the digital platforms which makes the message
less impactful. Despite having 11.4k followers on Facebook, their
posts have less engagement with minimal response; this
indicates a mistake in content creation and execution method as
well as lack of visibility on the content saturated newsfeed
(McStay, 2009; Boag, 2015).
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Queensland University of Technology Digital Audit Assessment
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Posts on Travel Tips, Cover-More Facebook
Digital tools and
social used by the
company
Cover-More digital platforms
Website Information about product, company, quote, etc. https://www.covermore.com.au
Blog Blogposts of travel tips and product insights https://www.covermore.com.au/blog
Cover-More social platforms
Facebook (14,423 followers) customer travel stories presented in blogposts https://www.facebook.com/CoverMore
Twitter (3,669) links to published contents https://twitter.com/CoverMore
Instagram(4,224) inspiring travel photos by customers using # https://www.instagram.com/covermore
Google+ (420) similar to Facebook https://plus.google.com/+covermore
Pinterest (444) travel inspiration https://www.pinterest.com/covermore
YouTube (1,967) travelling video from Cover-More and its customers https://www.youtube.com/user/CoverMoreInsurance
It is more appropriate for Cover-More to decrease the number of social media to increase focus and optimize the performance of the pages.
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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
Frequency of use
of digital and
social media tools
The business favours Facebook and Twitter in its digital
communication. Not every platforms are updated frequently.
For instance, the last content was published on1:
Facebook: 17/8/2016 Twitter: 21/8/2016 Instagram: 19/8/2016 Google+: 16/8/2016 Pinterest: 8/8/2016 YouTube: 15/8/2016 It also participates in trending topics (i.e. Pokemon GO) to
increase the post reach.
Post related to trending topic #Pokemon GO, Cover-More Facebook Page
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Examples of
content shared
#1 Mount Rinjani Volcanic Ash Cloud (Blog articles)
Aim: -Inform traveller about natural disaster and cancellation of
trips
-Prompt travel insurance claim of customers.
Target: People travelling to Lombok, Existing customers
travelling to Lombok.
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1 Date of Audit: 21 August 2016
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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
#2 Travel Tips (Video)
Aim: -Promote brand awareness and recognition
-Build following.
-Generate share and WOM.
Target : Potential customers, followers of Dan Moore (travel
blogger in the video), travellers
#3 Annual Video Competition (Photo)
Aim: Promote brand awareness, User-generated content and
reach.
Target: Videographers and travellers.
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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
Strategic user
engagement
Due to the relevance of content to travellers, the digital activity
is considered well-targeted. Based on Facebook Insights 2016,
the business’ post mostly engaged young travel enthusiasts that
reside in Australia.
According to Facebook, Cover-More typically response to
Facebook message within an hour; this action enables
satisfaction in services and would promote positive brand
image as it shows promptness and sincerity (Yee, Yeung, &
Cheng, 2008). It benefits Cover-More because of its product
nature which is intangible service offered online.
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Measurement of
digital
performance
Cover-More uses Google Analytics and Facebook Analytics to
assist with content creation and planning the post schedule to
maximize the viewership and engagement (“Cover-More
Facebook Insights”, 2016). Cover-More collects IP address of
page visitors to broadly identify demographics and web beacon
to collect traffic data (“Privacy Policy”, 2016). This data is potent
in informing future strategy to achieve IMC objectives.
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*Where 0 indicates a lack of achievement and 10 represents optimum achievement.
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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
3.0 Target Audience Analysis and Product and Competitor overview
3.1 Target Audience
According to Bird, young travellers have lower tendency of purchasing travel insurance due to
reasons (i.e. low budget, less risk aversion). Henceforth, it is identified that the target audience
of Cover-More are young travellers between 18 to 25 years old with part-time salary between
A$15,000 and A$19,000 while still renting their homes (Roy Morgan, 2016).
This segment has higher spending than other segments because they tend to have higher
than average duration of stay and susceptibility to incorporate jobs, visiting closed ones and
holiday experiences (“Tourism Australia”, 2016). 58% of this segment normally arrange and
book holiday travels and accommodation themselves (Roy Morgan, 2016). . As travel
insurance impose extra spending, it is considered as high-involvement product to young
travellers; thus thorough research would be employed which links to their path to purchase
model shown in Figure 2.
Figure 2 Young Travellers Path to Purchase
The aspects preventing the young travelers to consider travel insurance are their budget
limitation and lack of risk aversion. With 64.9% of this segment reducing their spending lately,
the most intrigue question they have regarding travel insurance is- Is it necessary? (Roy
Morgan, 2016). This attitude directly affects Cover-More’s product offering as their digital
strategy must convince and educate these audiences the significance of travel insurance.
Cover-More’s emphasis on digital platforms is appropriate to effectively target this group of
audience; a great majority of 73% think that the internet is the most helpful when it comes to
finding information to decide travel while approximately 70% use internet for insurance
information (Roy Morgan, 2016).
Need
•Need insurance for safe and stress-free vacation
•Need to prevent unexpected expenses during travels
Research online
•Find information on travel insurance and its covered expenses
•Research for credible travel insurance company
Evaluate alternative
•Compare price of travel insurance plan
•Compare benefit and coverage of product alternatives
•Read reviews of products
Make purchase
•Make purchase decision of best fitted product offering
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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
3.2 Product and Competitor Overview
Cover-More offers a range of products which could cater to consumers of different needs and
budget as follows2:
International premium travel insurance plan
Inbound plan
Domestic plan
Medical only plan
Domestic cancellation plan
Despite the product offerings, many young travellers question the idea of travel insurance,
mainly those without previous travel experience and no prior expose to travel insurance. Travel
insurance offers peace of mind to the travellers. Young travellers’ attitude towards the products
might change if they understand that their insurance will cover unanticipated expenses. Cover-
More clearly customises it content based on this aspects to support their digital strategy as
explained in the audit.
Cover-More has the leading market share of approximately 40% market share in Australia
(“About us”, 2016). With strong existing competitors like Allianz, 1 Cover and Travel Insurance
Direct, it is challenging for Cover-More to develop POP in its products but it successfully
differentiated itself by having superior digital presence. However, when searched “travel
insurance” on Google, Cover-More did not appear on first page; it suggests the lack of
attention of SEO in their digital strategy.
3.2 Consumer Insight
Through research analysis of this particular target audience, their consumer insight can be
drawn in the following statement:
“Despite desiring a perfect trip, young travellers need more exposure and awareness
of the product to push through their mental barrier of spending extra money that was
hard earned on travel insurance.”
2 Travel Insurance Plan retrieved 20 August 2016
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Queensland University of Technology Digital Audit Assessment
Hee Fern Eng n9753150
4.0 Recommendations
#1 Publish more content that combines product information
Cover-More’s current digital strategy focuses more on branding than
promoting product awareness. They should publish more posts which
combines its rich media and product information to offer interesting
content that would attract readership and raise awareness of the
product offerings (LePage, 2015). The integration of content and
information would create a consistent message that would boost brand
recall. It is an effective way to generate awareness and positive attitude
on travel insurance among the young traveller.
#2 Employ Search Engine Optimisation (SEO)
It is suggested that Cover-More implements SEO
strategy to improve the ranking of its search result
as users seldom click on pages beyond the first page
search outcome (Sharp, 2014). With leading market
share in Australia, it is best when Cover-More
appear on first page when users search “Travel
Insurance” on Google because this would allow
maximal exposures which ultimately leads to
achieving company goals. This is essential especially during users’ research phase.
Appearing on the first page raise the likelihood of user clicking into the page hence increasing
the potential of becoming part of the consideration set.
#3 Develop mobile application for Cover-More
Research shows that people spend 188 minutes per day on mobile,
mobile applications are much preferred way of maneuvering around
sites; hence, making mobile application a key marketing tool (Shane,
2016). Moreover, as mentioned in the audit, Cover-More’s viewership
and engagement are dispersed across the channel. With its own
mobile application, Cover-More could increase its visibility, stand out
from competitions while increasing customer engagement and
cultivating customer loyalty (Haselmayr, 2014). With the application, Cover-More could optimize the
quality of the content. The application could include features like live-chat feature to improve its
customer service quality (Agrawal, 2016).
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Queensland University of Technology Digital Audit Assessment
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Reference
About us. (2016, August 12). Cover-More Australia. Retrieved August 20, 2016, from
https://www.covermore.com.au/about-us.
Agrawal, A. J. (2016, August 16). 4 ways to improve customer service overnight. Huffington Post.
Retrieved from http://www.huffingtonpost.com/aj-agrawal/4-ways-to-improve-
custome_b_11553444.html.
Algesheimer, R., Dholakia, U.M. and Herrmann, A. (2005) The social influence of brand community:
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Bird, J. (2016). Travel insurance buying guide - Money - CHOICE. Choice. Retrieved 22 August 2016,
from https://www.choice.com.au/travel/money/travel-insurance/buying-
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additional information. Retrieved from https://blackboard.qut.edu.au/bbcswebdav/pid-
6463362-dt-content-rid-6765680_1/courses/AMB330_16se2/Cover-
More_FacebookInsights.pdf.
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https://www.covermore.com.au/covermore-privacy-policy.
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from invesp : http://www.invespcro.com/blog/effectiveness-online-advertising/.
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Shane, S. (2016, January 26). Why Your Small Business Needs a Mobile App. Retrieved from
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