Your Customers are Digital……..So why isn’t your Marketing?       isn tCQIBNovember 2011
Hot off the Press….
Digital Marketing: 2011 - 2016  1            In 2011, Digital Marketing spend ~$34.5 Billion  2             Contributes 19...
What’s driving the increased investment? 1    Digital Marketing is measurable 2    Consumers are digital 3    We know it w...
Shifting the focus to the        Customer       “Customer”
Innovation & Customer ExperienceCreativity + Execution = $$$  Attract customers  Convert leads  Retain customers  Grow cus...
“Digital” Sales Funnel                         Awareness                         Consideration                         Res...
Controlling the Value ChainAccess            Search      Connected
Digital Evolution
The Digital Reality CheckConsumers are DigitalConsumer Behaviour has ChangedConsumers are in ControlConsumers are E lC    ...
How do Consumers….
Read the Newspaper
Book a Holiday
Find a Restaurant
Order Pizza
Do their Homework
Make Phone Calls
Watch TV
Find Love
Shop at Xmas in 2011
Pay Bills
Go to the Supermarket
Play Games
Play Games
Watch Sport
Surf the Net
Go to Concerts
Get Discounts
Get Discounts
Collaborate to Solve Problems       Crowdsourcing is the act of outsourcing tasks, traditionally       performed by an emp...
IntegratingDigital Marketing
Intermediated Insurance
Integrating Emerging Channels 1    Do you incorporate digital solutions? 2    How do you incorporate digital solutions? 3 ...
Technology is just the Enabler
Digital Marketing    Solutions
Digital Strategy                       SEO           Mobile          Commerce                    Paid                     ...
Website Optimisation
More than a Brochure  Design                   Nav.                                     Information            Branding   ...
eCommerce 101
eCommerce 202
Search Engine Marketing
Google Results including Places
Google Traffic EstimationKeyword                           Competition        Global           LocalHome Insurance        ...
Search Engine Optimisation
Pay Per Click Campaigns
Email Marketing
Email Marketing ObjectivesBuild Brand AwarenessImprove Customer RetentionIncrease Website TrafficSupport Offline Marketing...
Email Marketing Process
Email Marketing Examples
Mobile Commerce
Mobile Apps
Mobile Advertising
Mobile Usage
Social Media
Social Media: Why & How? 1    Define your strategy 2    Listen to the conversation 3    Engage your brand 4    Respond to ...
Sharing
Getting Social
Getting Social
Getting Social
Getting Social
Getting Social
Keeping it in the Cloud
Google Apps
Be Part of the Evolution               Evolution…
CQIB CGU eBusiness Presentation - Your Customers are Digital, So Why isn't Your Marketing?
CQIB CGU eBusiness Presentation - Your Customers are Digital, So Why isn't Your Marketing?
CQIB CGU eBusiness Presentation - Your Customers are Digital, So Why isn't Your Marketing?
CQIB CGU eBusiness Presentation - Your Customers are Digital, So Why isn't Your Marketing?
CQIB CGU eBusiness Presentation - Your Customers are Digital, So Why isn't Your Marketing?
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CQIB CGU eBusiness Presentation - Your Customers are Digital, So Why isn't Your Marketing?

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CQIB presentation by CGU on Your Customers are Digital, So Why isn't your Marketing. Same presentation given to #NIBA2011

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CQIB CGU eBusiness Presentation - Your Customers are Digital, So Why isn't Your Marketing?

  1. 1. Your Customers are Digital……..So why isn’t your Marketing? isn tCQIBNovember 2011
  2. 2. Hot off the Press….
  3. 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 MixReference: Forrester August 25th 2011
  4. 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. 5. Shifting the focus to the Customer “Customer”
  6. 6. Innovation & Customer ExperienceCreativity + Execution = $$$ Attract customers Convert leads Retain customers Grow customers
  7. 7. “Digital” Sales Funnel Awareness Consideration Research Trial Purchase Post Purchase Repeat P R t Purchase h Advocacy
  8. 8. Controlling the Value ChainAccess Search Connected
  9. 9. Digital Evolution
  10. 10. The Digital Reality CheckConsumers are DigitalConsumer Behaviour has ChangedConsumers are in ControlConsumers are E lC EmployeesEmployees now Empower their EnterprisesE l E th i E t iThese Enterprises are your C Customers
  11. 11. How do Consumers….
  12. 12. Read the Newspaper
  13. 13. Book a Holiday
  14. 14. Find a Restaurant
  15. 15. Order Pizza
  16. 16. Do their Homework
  17. 17. Make Phone Calls
  18. 18. Watch TV
  19. 19. Find Love
  20. 20. Shop at Xmas in 2011
  21. 21. Pay Bills
  22. 22. Go to the Supermarket
  23. 23. Play Games
  24. 24. Play Games
  25. 25. Watch Sport
  26. 26. Surf the Net
  27. 27. Go to Concerts
  28. 28. Get Discounts
  29. 29. Get Discounts
  30. 30. 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 relationshipsReference: Wikipedia
  31. 31. IntegratingDigital Marketing
  32. 32. Intermediated Insurance
  33. 33. 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?
  34. 34. Technology is just the Enabler
  35. 35. Digital Marketing Solutions
  36. 36. Digital Strategy SEO Mobile Commerce Paid SEM Website Social Display Media Advertising Email Marketing
  37. 37. Website Optimisation
  38. 38. 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
  39. 39. eCommerce 101
  40. 40. eCommerce 202
  41. 41. Search Engine Marketing
  42. 42. Google Results including Places
  43. 43. Google Traffic EstimationKeyword Competition Global LocalHome Insurance 1,830,000 135,000Business Insurance 1,000,000 40,500Commercial Insurance 301,000 301 000 9,900 9 900Farm Insurance 673.000 4,400Global Monthly SearchesThe approximate 12-month average of user queries for the keyword onGoogle search.Local M thl SearchesL l Monthly S hThe approximate 12-month average of user queries for the keyword onGoogle search for those Countries & Languages ( g g g (Australia / English). g )
  44. 44. Search Engine Optimisation
  45. 45. Pay Per Click Campaigns
  46. 46. Email Marketing
  47. 47. Email Marketing ObjectivesBuild Brand AwarenessImprove Customer RetentionIncrease Website TrafficSupport Offline MarketingIncrease Lead GenerationIncrease Sales Revenue
  48. 48. Email Marketing Process
  49. 49. Email Marketing Examples
  50. 50. Mobile Commerce
  51. 51. Mobile Apps
  52. 52. Mobile Advertising
  53. 53. Mobile Usage
  54. 54. Social Media
  55. 55. 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
  56. 56. Sharing
  57. 57. Getting Social
  58. 58. Getting Social
  59. 59. Getting Social
  60. 60. Getting Social
  61. 61. Getting Social
  62. 62. Keeping it in the Cloud
  63. 63. Google Apps
  64. 64. Be Part of the Evolution Evolution…

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