digital branding - acquisition through to transaction by andrew bergstrom
TRANSCRIPT
MAXIMIZING POTENTIAL Digital branding – acquisition through to transaction
September 11, 2017
2017 Online Distribution Symposium
2017 Online Distribution Symposium
Site Application Quote Policy
TRANSACTION
Site Application Quote Policy
2017 Online Distribution Symposium
TRANSACTION
2017 Online Distribution Symposium
Paid Search Earned Owned Site Application Quote Policy
ACQUISITION TRANSACTION
1. Branding & message
2. Always-on
3. Seamless
2017 Online Distribution Symposium
Acquisition Engine Key Considerations
1. Branding & msg
2. Always-on
3. Seamless
2017 Online Distribution Symposium
Complicated?!Time for an
advisor!
Brands are all the same… final choice made on
advisor recoand price.
2017 Online Distribution Symposium
When insurance is “sold”, brands take a backseat
What brands are out there that appeal to me
and “feel right”?
I am going to give this
brand a try.
2017 Online Distribution Symposium
But what about when insurance becomes “sought & bought”..?
Who is offering the solution I
need?
2017 Online Distribution Symposium
25%Message seen in the right place
25%Message seen at the right time
50% Right message
2017 Online Distribution Symposium
1. Know your customer, their journey, and their triggers.
2. Get the branding right, and the messaging even more right.
3. Align market acquisition expense with sales KPI.
Affordability($/mo)
“Evaluate” stage
Cost per Acquisition
1. Branding & msg
2. Always-on
3. Seamless
2017 Online Distribution Symposium
2017 Online Distribution Symposium
Not set and forget.
Continuously intelligent and improving.
Ultimately optimized towards revenue potential.
ALWAYS-ON
2017 Online Distribution Symposium
2017 Online Distribution Symposium
Customer acquisition
engineBiz
Data (eg regions)
Requirements:
1. Skillset and approach: live sales channel
2. Data capture: informs everything (eg Big Query)
3. Marketing technology:
• ad-server (eg ad-gear)
• data management platform (eg Adobe, Oracle)
• media buying platformGoogle & Facebook: represent >80% paid media
2017 Online Distribution Symposium
ALWAYS-ON
1. Branding & msg
2. Always-on
3. Seamless
2017 Online Distribution Symposium
2017 Online Distribution Symposium
Paid Search Earned Owned Site Application Quote Policy
ACQUISITION TRANSACTION
Setting up the conditions for sale.
Help the customer learn, gain confidence, place trust, and move along their journey.
Content (beyond messaging) can help.
2017 Online Distribution Symposium
2017 Online Distribution Symposium
CONSIDER EVALUATE PARTICIPATE
2017 Online Distribution Symposium
Paid Search Earned Owned Site Application Quote Policy
ACQUISITION TRANSACTION
1. Branding & message
2. Always-on
3. Seamless
THANK YOU
:-)
2017 Online Distribution Symposium