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MAXIMIZING POTENTIAL
Digital branding – acquisition through to transaction
September 11, 2017
2017 Online Distribution Sym...
2017 Online Distribution Symposium
Site Application Quote Policy
TRANSACTION
Site Application Quote Policy
2017 Online Distribution Symposium
TRANSACTION
2017 Online Distribution Symposium
Paid Search Earned Owned Site Application Quote Policy
ACQUISITION TRANSACTION
1. Branding & message
2. Always-on
3. Seamless
2017 Online Distribution Symposium
Acquisition Engine
Key Considerations
1. Branding & msg
2. Always-on
3. Seamless
2017 Online Distribution Symposium
Complicated?!
Time for an
advisor!
Brands are all
the same… final
choice made on
advisor reco
and price.
2017 Online Distr...
What brands are
out there that
appeal to me
and “feel right”?
I am going to
give this
brand a try.
2017 Online Distributio...
2017 Online Distribution Symposium
25%
Message seen in the right place
25%
Message seen at the right time
50%
Right message
2017 Online Distribution Symposium
1. Know your
customer, their
journey, and
their triggers.
2. Get the
branding right,
an...
1. Branding & msg
2. Always-on
3. Seamless
2017 Online Distribution Symposium
2017 Online Distribution Symposium
Not set and forget.
Continuously intelligent and
improving.
Ultimately optimized towards
revenue potential.
ALWAYS-ON
2017...
2017 Online Distribution Symposium
Customer
acquisition
engine
Biz
Data
(eg regions)
Requirements:
1. Skillset and approach: live sales channel
2. Data capture: informs everything (eg Big Query)
3. Marketing...
1. Branding & msg
2. Always-on
3. Seamless
2017 Online Distribution Symposium
2017 Online Distribution Symposium
Paid Search Earned Owned Site Application Quote Policy
ACQUISITION TRANSACTION
Setting up the conditions for sale.
Help the customer learn, gain confidence,
place trust, and move along their journey.
C...
2017 Online Distribution Symposium
CONSIDER EVALUATE PARTICIPATE
2017 Online Distribution Symposium
Paid Search Earned Owned Site Application Quote Policy
ACQUISITION TRANSACTION
1. Brand...
THANK YOU
:-)
2017 Online Distribution Symposium
Digital Branding - acquisition through to transaction by Andrew Bergstrom
Digital Branding - acquisition through to transaction by Andrew Bergstrom
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Digital Branding - acquisition through to transaction by Andrew Bergstrom

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Session 2 from Acceptiv Online Distribution Conference Sept 2017. Designing a front-end acquisition engine to pull prospective customers through to an online transaction platform. This presentation will identify how to build a customer acquisition engine front-end that is hyper-efficient, measurable and seamless through to an online transaction platform.

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Digital Branding - acquisition through to transaction by Andrew Bergstrom

  1. 1. MAXIMIZING POTENTIAL Digital branding – acquisition through to transaction September 11, 2017 2017 Online Distribution Symposium
  2. 2. 2017 Online Distribution Symposium Site Application Quote Policy TRANSACTION
  3. 3. Site Application Quote Policy 2017 Online Distribution Symposium TRANSACTION
  4. 4. 2017 Online Distribution Symposium Paid Search Earned Owned Site Application Quote Policy ACQUISITION TRANSACTION
  5. 5. 1. Branding & message 2. Always-on 3. Seamless 2017 Online Distribution Symposium Acquisition Engine Key Considerations
  6. 6. 1. Branding & msg 2. Always-on 3. Seamless 2017 Online Distribution Symposium
  7. 7. Complicated?! Time for an advisor! Brands are all the same… final choice made on advisor reco and price. 2017 Online Distribution Symposium When insurance is “sold”, brands take a backseat
  8. 8. What brands are out there that appeal to me and “feel right”? I am going to give this brand a try. 2017 Online Distribution Symposium But what about when insurance becomes “sought & bought”..? Who is offering the solution I need?
  9. 9. 2017 Online Distribution Symposium 25% Message seen in the right place 25% Message seen at the right time 50% Right message
  10. 10. 2017 Online Distribution Symposium 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
  11. 11. 1. Branding & msg 2. Always-on 3. Seamless 2017 Online Distribution Symposium
  12. 12. 2017 Online Distribution Symposium
  13. 13. Not set and forget. Continuously intelligent and improving. Ultimately optimized towards revenue potential. ALWAYS-ON 2017 Online Distribution Symposium
  14. 14. 2017 Online Distribution Symposium Customer acquisition engine Biz Data (eg regions)
  15. 15. 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 platform Google & Facebook: represent >80% paid media 2017 Online Distribution Symposium ALWAYS-ON
  16. 16. 1. Branding & msg 2. Always-on 3. Seamless 2017 Online Distribution Symposium
  17. 17. 2017 Online Distribution Symposium Paid Search Earned Owned Site Application Quote Policy ACQUISITION TRANSACTION
  18. 18. Setting up the conditions for sale. Help the customer learn, gain confidence, place trust, and move along their journey. Content (beyond messaging) can help. 2017 Online Distribution Symposium
  19. 19. 2017 Online Distribution Symposium CONSIDER EVALUATE PARTICIPATE
  20. 20. 2017 Online Distribution Symposium Paid Search Earned Owned Site Application Quote Policy ACQUISITION TRANSACTION 1. Branding & message 2. Always-on 3. Seamless
  21. 21. THANK YOU :-) 2017 Online Distribution Symposium

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