The document discusses Agile management style which focuses on individuals, collaboration, adaptability and flexibility. It then outlines the "Top 5" personal characteristics of an individual as analytical, technical, tenacious, creative and visionary. Several digital marketing strategies and key performance indicators are presented. Specific competitor analyses are performed for the car insurance industry. Predictions are made around growing mobile search, storytelling, video advertising and integrated advertising. The visionary section predicts changes in insurance advertising through contextual ads, cross-device marketing and the roles of Amazon/Bing. It envisions a future where telematics insurance policies are paid for through advertising and aggregators are "cut out".

1. Alex Michael
(illustrations by Alex (little „Al‟) Michael aged 10)

2. Agile Management Style
• Individuals and interactions over processes and tools
• Customer/stake holder collaboration over contract/negotiation
• Technology and Creative as two main components
• The ability to be responsive and adaptive. To be flexible and
embrace change.

3. ‘Top 5’ personal
characteristics
Analytical
Technical
Tenacious
Creative
Visionary

4. The Digital Cycle
Key Business
Requirements
Coversion rate
optimisation
Key Performance
Indicators

5. Digital Footprint
• I like to breakdown facts/information to it‟s lowest
common denominator. Until facts are clear and simple
to understand.
• Where DLG is today “The Digital Footprint”
– Where are the competitors today
– For: SEO, PPC, Social, Video and Email.
• By understanding the current footprint we can
measure and optimize where we go.

6. Tenacious
Lets take competitor analysis for a wide
section of industry contributors

7. DLG SEO Footprint today

8. Competitor Analysis
: Car Insurance

9. Competitor Analysis

10. Compare with other products

11. Where DLG’s SEO Can Be

12. Analytical
THINKING & DOING

13. Confused.com SEO Footprint

14. Confused.com Organic
Keywords (50,000)

15. Competitor Analysis

16. GoCompare PPC for ‘car insurance’

17. Technical
THINKING & DOING

18. 23 years Experience in Digital:
Online & mobile

19. Achieved three ‘Top Ten’
in category on Amazon.com

20. Technical Writing &
Education

21. CREATIVE
THINKING & DOING

22. The Digital Experience

23. Building UX & UD into
Wireframes

24. Visionry
23 years Experience

25. Predictions for Meidia
• Mobile search will be stronger than desktop search. Cross device tracking will
improve.
• Those who tell a great story will win hearts of searchers
• Google Display Network more prominent tool in PPC – video the most
compelling
• Teens will move away from FB & Twitter which will mature for advertising
• Integrated advertising will mean that a compelling message and a value
proposition is more important than average position and click through rate

26. Predictions for Insurance
• Google Product Ads. Not triggered by keyword terms but via a contextual
advertising from scraping site.
• Cross device marketing with Enhanced Campaigns
• Amazon and Microsoft/Bing strengthen their foothold on PPC
• Facebook Custom Audiences will strengthen brand proposition
• Telematics premium covered by advertising

27. What if ??
Visionary
• Telematics insurance policies paid for by advertising
– Pay for conventional policies via smartphone advertising
• Credit for advertising
• Search (above the line, display, Off-The-Page, social and online media)
breaks the strangle hold of the aggregators by “cutting out the middle
man”
• Partnered with the super aggregators: Google ? Or Bing? Or Yahoo?
• Opened up Internet offers both as direct and aggregators in other
countries

28. Any Other Questions
• What is the company's management style?
• How many people work in this office/department?
• What are the prospects for growth and advancement?
• What do you like about working here?
• If I have a job offer, how soon would you like me to start?