CGU eBusiness Presentation NIBA 2011 - Your Customers are Digital, So Why Isn't Your Marketing
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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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CGU eBusiness Presentation NIBA 2011 - Your Customers are Digital, So Why Isn't Your Marketing
- 1. Your Customers are Digital…….. So why isn’t your Marketing? isn t NIBA Sydney 2011 20th September 2011
- 2. Hot off the Press….
- 3. Digital Marketing: 2011 - 2016 1 In 2011, Digital Marketing spend ~$34.5 Billion 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
- 4. What’s driving the increased investment? 1 Digital Marketing is measurable 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
- 5. Shifting the focus to the Customer “Customer”
- 6. Innovation & Customer Experience Creativity + Execution = $$$ Attract customers Convert leads Retain customers Grow customers
- 7. “Digital” Sales Funnel Awareness Consideration Research Trial Purchase Post Purchase Repeat P R t Purchase h Advocacy
- 8. Controlling the Value Chain Access Search Connected
- 10. The Digital Reality Check Consumers are Digital Consumer Behaviour has Changed Consumers are in Control Consumers are E l C Employees Employees now Empower their Enterprises E l E th i E t i These Enterprises are your C Customers
- 13. Book a Holiday
- 15. Order Pizza
- 17. Make Phone Calls
- 18. Watch TV
- 19. Find Love
- 20. Shop at Xmas in 2011
- 21. Pay Bills
- 22. Go to the Supermarket
- 23. Play Games
- 24. Play Games
- 25. Watch Sport
- 26. Surf the Net
- 28. Go to Concerts
- 29. Get Discounts
- 30. Get Discounts
- 31. Collaborate to Solve Problems Crowdsourcing is the act of outsourcing tasks, traditionally 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
- 35. Integrating Emerging Channels 1 Do you incorporate digital solutions? 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?
- 36. Technology is just the Enabler
- 37. Digital Marketing Solutions
- 38. Digital Strategy SEO Mobile Commerce Paid SEM Website Social Display Media Advertising Email Marketing
- 40. More than a Brochure Design Nav. Information Branding Architecture Look & Headers & Feel Footers Content & Home Page & Tools Product Pages Calls to Tools Action Get a Quote Online Forms Contact Us Online Quoting Lodge a Claim Online Payments
- 41. eCommerce 101
- 42. eCommerce 202
- 44. Google Results including Places
- 46. Google Traffic Estimation Keyword Competition Global Local Home Insurance 1,830,000 135,000 Business Insurance 1,000,000 40,500 Commercial Insurance 301,000 301 000 9,900 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. Local M thl Searches L l Monthly S h The approximate 12-month average of user queries for the keyword on Google search for those Countries & Languages ( g g g (Australia / English). g )
- 48. Pay Per Click Campaigns
- 49. Email Marketing
- 50. Email Marketing Objectives Build Brand Awareness Improve Customer Retention Increase Website Traffic Support Offline Marketing Increase Lead Generation Increase Sales Revenue
- 53. Mobile Commerce
- 54. Mobile Apps
- 56. Social Media
- 57. Social Media: Why & How? 1 Define your strategy 2 Listen to the conversation 3 Engage your brand 4 Respond to customer enquiries 5 Develop your strategy 6 Generate sales leads
- 58. Sharing
- 59. Getting Social
- 60. Getting Social
- 61. Getting Social
- 62. Getting Social
- 63. Keeping it in the Cloud
- 64. Google Apps
- 66. Be Part of the Evolution Evolution…