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CGU eBusiness Presentation at 2011 NIBA Convention: "Your Customers are Digital, So Why Isn't Your Marketing?". Intertwined the Social & Digital themese with Pete Williams, CEO from Deloitte Digital.
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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
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…