CGU eBusiness Presentation at 2011 NIBA Convention: "Your Customers are Digital, So Why Isn't Your Marketing?". Intertwined the Social & Digital themese with Pete Williams, CEO from Deloitte Digital.

1. Your Customers are Digital……..
So why isn’t your Marketing?
isn t
NIBA Sydney 2011
20th September 2011

2. Hot off the Press….

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 Mix
Reference: Forrester August 25th 2011

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. Shifting the focus to the
Customer
“Customer”

6. Innovation & Customer Experience
Creativity + Execution = $$$
Attract customers
Convert leads
Retain customers
Grow customers

7. “Digital” Sales Funnel
Awareness
Consideration
Research
Trial
Purchase
Post Purchase
Repeat P
R t Purchase
h
Advocacy

8. Controlling the Value Chain
Access Search Connected

9. Digital Evolution

10. The Digital Reality Check
Consumers are Digital
Consumer Behaviour has Changed
Consumers are in Control
Consumers are E l
C Employees
Employees now Empower their Enterprises
E l E th i E t i
These Enterprises are your C
Customers

11. How do Consumers….

12. Read the Newspaper

13. Book a Holiday

14. Find a Restaurant

15. Order Pizza

16. Do their Homework

17. Make Phone Calls

18. Watch TV

19. Find Love

20. Shop at Xmas in 2011

21. Pay Bills

22. Go to the Supermarket

23. Play Games

24. Play Games

25. Watch Sport

26. Surf the Net

28. Go to Concerts

29. Get Discounts

30. Get Discounts

31. 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 relationships
Reference: Wikipedia

33. Integrating
Digital Marketing

34. Intermediated Insurance

35. 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?

36. Technology is just the Enabler

37. Digital Marketing
Solutions

38. Digital Strategy
SEO
Mobile
Commerce Paid
SEM
Website
Social Display
Media Advertising
Email
Marketing

39. Website Optimisation

40. 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

41. eCommerce 101

42. eCommerce 202

43. Search Engine Marketing

44. Google Results including Places

46. Google Traffic Estimation
Keyword Competition Global Local
Home Insurance 1,830,000 135,000
Business Insurance 1,000,000 40,500
Commercial Insurance 301,000
301 000 9,900
9 900
Farm Insurance 673.000 4,400
Global Monthly Searches
The approximate 12-month average of user queries for the keyword on
Google search.
Local M thl Searches
L l Monthly S h
The approximate 12-month average of user queries for the keyword on
Google search for those Countries & Languages (
g g g (Australia / English).
g )

47. Search Engine Optimisation

48. Pay Per Click Campaigns

49. Email Marketing

50. Email Marketing Objectives
Build Brand Awareness
Improve Customer Retention
Increase Website Traffic
Support Offline Marketing
Increase Lead Generation
Increase Sales Revenue

51. Email Marketing Process

52. Email Marketing Examples

53. Mobile Commerce

54. Mobile Apps

55. Mobile Advertising

56. Social Media

57. 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

58. Sharing

59. Getting Social

60. Getting Social

61. Getting Social

62. Getting Social

63. Keeping it in the Cloud

64. Google Apps

66. Be Part of the Evolution
Evolution…