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DIGITAL&
BREAKFAST

PREMIERE SELECTION

DIGITAL
DISRUPTION
In the last decade, $19 billion, more than half the
total marketing spend for the entire industry,
came from carriers that did not gain share.

source: Global Insurance Survey: EY 2012

DIGITAL&
BREAKFAST

PREMIERE SELECTION
158,333,333
DIGITAL&
BREAKFAST

PREMIERE SELECTION
the system is broken

http:/
/www.youtube.com/watch?v=aXV-yaFmQNk
DIGITAL&
BREAKFAST

PREMIERE SELECTION
In 2017, CMO´s will have a larger share of the
technology budget than the CIO

DIGITAL&
BREAKFAST

PREMIERE SELECTION
DISRUPTION
empowered
purchase
funnel

service
spoiled

insurance stress

personal2.0

mobile first

authenticity

DIGITAL&
BREAKFAST

PREMIERE SELECTION
EMPOWERED
PURCHASE FUNNEL

DIGITAL&
BREAKFAST

PREMIERE SELECTION
A small number of consumers (27%) currently
conduct product research prior to purchasing, but
two-thirds (66%) expect to in the future

source: Global Insurance Survey: EY 2012

DIGITAL&
BREAKFAST

PREMIERE SELECTION
DIGITAL&
BREAKFAST

PREMIERE SELECTION
DIGITAL&
BREAKFAST

PREMIERE SELECTION
Source: Beyond price, the rise of customer centric insurance companies; McKinsey 2012

DIGITAL&
BREAKFAST

PREMIERE SELECTION
DIGITAL&
BREAKFAST

PREMIERE SELECTION
DIGITAL&
BREAKFAST

PREMIERE SELECTION
Source: Beyond price, the rise of customer centric insurance companies; McKinsey 2012

DIGITAL&
BREAKFAST

PREMIERE SELECTION
SERVICE EXPERIENCE
It´s never about price...

DIGITAL&
BREAKFAST

PREMIERE SELECTION
More than half of customers (51%) said their
insurers made no effort to retain them, although
62% indicated they would be more likely to renew
if contacted.

source: Global Insurance Survey: EY 2012

DIGITAL&
BREAKFAST

PREMIERE SELECTION
Only 35% of consumers have a very or strongly
favorable view of the insurance & finance
industry, and 39% believe it lags behind other
industries in service

source: Global Insurance Survey: EY 2012

DIGITAL&
BREAKFAST

PREMIERE SELECTION
Roughly half of consumers (52%) prefer to buy
multiple products from the same provider, citing
convenience and the value as the key factors.

source: Global Insurance Survey: EY 2012

DIGITAL&
BREAKFAST

PREMIERE SELECTION
DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=35aWgiA0YK4
DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=Dtp_mq2fO24
DIGITAL&
BREAKFAST

PREMIERE SELECTION
MOBILE FIRST

DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=o-r4Z1K_LDc
DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=Drf0RrDfo64
DIGITAL&
BREAKFAST

PREMIERE SELECTION
PERSONAL (2.0)

DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=ggWY7OPag0s
DIGITAL&
BREAKFAST

PREMIERE SELECTION
DIGITAL&
BREAKFAST

PREMIERE SELECTION
AUTHENTICITY: ADVERTISING
FOLLOWS EXECUTION

DIGITAL&
BREAKFAST

PREMIERE SELECTION
ADVERTISING

INCENTIVES
Affiliate
Brand Ambassador

Banners
Display
Paid
Endorsments

PAID
MEDIA

PROPERTIES

CONTENT
Build trust
Educate

Catalog
Websites
Blog
Mobile

Curate
UGC

E-Mail

Reviews
Location-based Services

EMBASSIES
Facebook
Twitter

OWNED

EARNED

PROPERTIES

MEDIA

PARTNERSHIPS
Charities
Co-Branding

Youtube
Instagram

Celebrities

LinkedIn
Pinterest

SOCIAL

Google+

OUTPOSTS

PLATFORMS

Relevant message boards
Blogosphere

INFLUENCER
ENGAGEMENT
Response
Advocacy
Loyalty

Rather than allow campaigns to be driven by paid media, marketers must now develop scale and
expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer
needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter

DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=cDsVOXTQAIs
DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=BHJvuwZdlZ4
DIGITAL&
BREAKFAST

PREMIERE SELECTION
HANDCRAFTED TECHNOLOGY FOR BRANDS

http:/
/marketingthoughts.ktcagency.com

DIGITAL&
BREAKFAST

PREMIERE SELECTION

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