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

2

© 2012 Deloi+e Touche Tohmatsu Limited

Who am I…?

@jingo27 #b2bcontent

3


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

4


What is ZMOT And How Does It Effect Me?

5


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

9


The markeUng trifecta

10


Content Funnel

Community

Contact

ConnecFon

ConversaFon

ConsideraFon

ConsumpFon

Reach

Act

Convert

Branded Content

11

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


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

12

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


ß 0.50 cm ß 0.2 inches


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


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.


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.

18


Remember ZMOT

19


@Jingo27

PRESENTATION DESCRIPTION

V.1A ● 𝟎𝟎.𝟎𝟎.𝟐𝟎𝟏𝟓

000 ● CLIENT JOB NAME

:) THANK YOU FOR YOUR TIME

mobile insurance marketing - digital insurance in africa

Economy & Finance