cgu ebusiness presentation niba 2011 - your customers are digital, so why isn't your marketing

Your Customers are Digital……..So why isn’t your Marketing?So why isn t your Marketing?

NIBA Sydney 201120th September 2011

Hot off the Press….

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

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

Shifting the focus to the “Customer”Customer

Innovation & Customer Experience

Creativity + Execution = $$$

Attract customersAttract customers

Convert leads

Retain customersRetain customers

Grow customers

“Digital” Sales Funnel

Awareness

Consideration

ResearchResearch

Trial

Purchase

Post Purchase

R t P hRepeat Purchase

Advocacy

Controlling the Value Chain

Access Search Connected

Digital Evolution

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

How do Consumers….

Read the Newspaper

Book a Holiday

Find a Restaurant

Order Pizza

Do their Homework

Make Phone Calls

Watch TV

Find Love

Shop at Xmas in 2011

Pay Bills

Go to the Supermarket

Play Games

Play Games

Watch Sport

Surf the Net

Go to Concerts

Get Discounts

Get Discounts

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

Integrating Digital Marketing

Intermediated Insurance

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?

Technology is just the Enabler

Digital MarketingSolutions

Digital Strategy

SEO

PaidSEM

MobileCommerce

Website

DisplayAdvertising

Social Media

EmailMarketing

Website Optimisation

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

eCommerce 101

eCommerce 202

Search Engine Marketing

Google Results including Places

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 )

Search Engine Optimisation

Pay Per Click Campaigns

Email Marketing

Email Marketing Objectives

Build Brand Awareness

Improve Customer Retention

Increase Website Traffic

Support Offline Marketing

Increase Lead Generation

Increase Sales Revenue

Email Marketing Process

Email Marketing Examples

Mobile Commerce

Mobile Apps

Mobile Advertising

Social Media

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

Sharing

Getting Social

Getting Social

Getting Social

Getting Social

Keeping it in the Cloud

Google Apps

Be Part of the EvolutionBe Part of the Evolution…