Digital Branding - acquisition through to transaction by Andrew Bergstrom

MAXIMIZING POTENTIAL Digital branding – acquisition through to transaction

September 11, 2017

2017 Online Distribution Symposium


Site Application Quote Policy

TRANSACTION

Site Application Quote Policy


TRANSACTION


Paid Search Earned Owned Site Application Quote Policy

ACQUISITION TRANSACTION

1. Branding & message

2. Always-on

3. Seamless


Acquisition Engine Key Considerations

1. Branding & msg

2. Always-on

3. Seamless


Complicated?!Time for an

advisor!

Brands are all the same… final choice made on

advisor recoand price.


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.


But what about when insurance becomes “sought & bought”..?

Who is offering the solution I

need?


25%Message seen in the right place

25%Message seen at the right time

50% Right message


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



Not set and forget.

Continuously intelligent and improving.

Ultimately optimized towards revenue potential.

ALWAYS-ON



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


ALWAYS-ON

1. Branding & msg

2. Always-on

3. Seamless





Setting up the conditions for sale.

Help the customer learn, gain confidence, place trust, and move along their journey.

Content (beyond messaging) can help.



CONSIDER EVALUATE PARTICIPATE




1. Branding & message

2. Always-on

3. Seamless

THANK YOU

:-)


Date post:	21-Jan-2018
Category:	Economy & Finance
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Digital Branding - acquisition through to transaction by Andrew Bergstrom

Economy & Finance