Post on 21-Aug-2015
transcript
IDEASTHAT FIT
NEW BRAND THINKING WWW.HKLMGROUP.COM
HARNESSING MOBILE DIGITAL TECHNOLOGY TO CONNECT WITH CLIENTSBy: @Jingo27
2Who am I…?
@jingo27#b2bcontent
3Communication is changing – how are we changing with it?
How
4What Are The Major Differences?
Outbound InboundVS
Some of the key differences between traditional outbound tactics that businesses have relied on to push out their messages, and the powerful relevant approach inbound
marketing uses to connect with and facilitate sales and discerning buyers.
Inbound Marketing Consumer-driven, timely, content-rich,
solution based
Outbound MarketingMarketer-driven, disruptive, hard sell,
product based
BloggingSocial Media
SEOPodcasting
Email Marketing to owned lists
Broadcast & PrintCold Calling
TelemarketingTradeshows
Email to Purchased Lists
5What is ZMOT And How Does It Effect Me?
6ZMOT in action
7Marketing Content Matrix
Awareness Purchase
Emotional
RationalConvin
ce
Inspire
Educate
Entertain
Video
Games
Articles
InfographicsPress Releases
Guides
Trend Reports
Events
Forums
Reviews
Product Features
Case Studies
Checklists
Webinars
Calculators
Reports &White Papers
InteractiveDemo
Smart Insights: Dr Dave Chaffey
8Digital Content by Funnel Position
Needs Content Platform / Tools KPI
Reach
• Recognise Problem or issue• Change the status quo
• Blog articles• Infographics• eBooks & Guides• Assessments & Quizzes• Videos• Webinars
• Blog• YouTube• SlideShare• Apps• Twitter• LinkedIn• Facebook• Google +• Online Ads• PPC / SEO• Email
• Traffic, page views, time on site
• Downloads• Inbound links, page rank• Fans, followers, likes• Mentions, comments and
shares
Act
• Explore solution possibilities• Define provider shortlist• Commit to change
• eBooks & Guides• Quizzes & Widgets• Newsletters (eNewsletters)• Demo Videos• Webinars• Industry analyst reports• Testimonials• Case Studies• Reviews
• Blog• SlideShare• Apps• YouTube• eMail• Website
• Click-throughs, open rates• Downloads• Inquiries, forms• Database growth
Convert
• Gain confidence in selection• Understand ROI to build a
business case• Getting Cost and methodology
estimates
• Live or in-person events• ROI Calculators• Pricing Guides• Total cost of ownership tools
• eMail• Apps• CRM• FAQ• Blog
• Qualifies leads• Appointments• Opportunities• Pipeline size• Closed deals
Smart Insights: Dr Dave Chaffey
9The marketing trifecta
Social
Content
SEO
10Content Funnel
Community
Contact
Connection
Conversation
Consideration
Consumption
Reach
Act
Convert
BrandedContent
11Purpose of digital engagement in insurance industry
Why?
12Purpose of digital engagement in insurance industry
In a competitive field such as insurance, companies must deliver a responsive experience to keep policy holders engaged. Full business transactions need to be enabled with low latency request / response rates 24/7 from anywhere in the world at any time. Mobile provides a wealth of opportunities for insurers, most companies are initially only focussed on getting a mobile presence centred around customer / agent care are gradually expand to other areas including claims, product recommendation / quotations and marketing campaigns.
How can insurers use Digital Mobile
Customer Engagement?
Operational Commercial InformationalImprove Customer relationship management. Introduce VAS to facilitate deeper engagement such as billing alerts, claim processing notifications, appointment notification
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 location
Boost insurance partner revenues.Real-time geo-located offers to targeted mobile users
Increase engagement.Move beyond fire & forget messages to Constant Contact with context rich and relevant advice.
Differentiated services.Provide easy to access educational tools, access to advice and agent support.
Drive customer care and create unprecedented value!© 2015 IBM Cognition
13Effective Mobile Lifecycle
Inactive Active Loyal Advocate
Interactions
Performance MeasurementData Contextualisation of analysis
Analysis Interaction, engagement and experience measurement
Metrics
InsightsChannel development and optimisation
Business outcome, operational, customer satisfaction
Mobile ChannelsMobile Web Mobile Apps Mobile Ads
Sales Marketing Service
Other mobile touch points
© 2014 EYGM Limited
14How to measure mobile
Prepare Identify Implement Monitor
Determine what can be measuredBusiness outcomeIncreased revenueEfficiencyCustomer satisfaction
Define what needs to be measured
Mobile app metricsMobile Ad metricsMobile web metrics
Create effective data collection
Prioritise appsPhased approachImplementationQuality Assurance
Evaluate what’s been measured
Analyse data across dimensionsDashboard and repotsCompare against other channels
© 2014 EYGM Limited
15Mobile insurance apps that are #Winning
LIBERTY MUTUAL HOME GALLERY® APP
Take photos of your belongingsCatalogue each item by room and/or categoryAdd item details or scan item barcode for images and descriptionsCapture an item by importing photos from your phoneNote purchase price, purchase date and/or take photos of the receipt for each itemExport your inventory as a spreadsheet or PDF for easy sharing or as a back up in case your phone is ever lost or damaged
16Mobile insurance apps that are #Winning
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.
17Mobile insurance apps that are #Winning
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.
18Remember ZMOT
PRESENTATION DESCRIPTIONV.1A
000 ● CLIENTJOB NAME
:)THANK YOU FOR YOUR TIME