The document discusses how insurance customers now prefer multiple interaction points and channels rather than a single channel approach. It notes that over 20% of consumers use more than one channel for researching and purchasing insurance. The document then provides information on different customer profile types and recommends segmenting customers based on psychographics to better match marketing approaches. It outlines various digital marketing channels and how to track customers' journeys through different channels, emphasizing the importance of both direct response "hero" channels and branding "villain" channels.

1. Using the Appropriate Channel
By Fahmi Mohammed

2. The Customer of the Future
• Connecting to the insurance customer is becoming
more difficult
• Customers prefer interaction point choices
• Consumers don’t want information to be channelled;
they want to interact with their providers
The Customer of the Future is Diverse and Multimodal
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3. How Customers Explore & Purchase
Source: Institute for Business Value (IBM)
• Slightly more than 20% of consumers use only a single point of interaction for
searching and purchase insurance products.
• Proves that a ‘channel strategy’ (Eg. Agent Network Based only) is less fruitful

4. Mix & Match Interactions
Informed Security- I don’t need
I take time to research to oriented
Optimizer Individualist personal advice
find the best
I need personal Demandin Support-
g Support- seeking Need advice but prefer
advice seeker Skeptio distance from my insurer
Price- Loyal I trust my
I’m price sensitive & don’t want oriented Quality- insurer & remain
to pay for unneeded support Minimalist seeker a loyal customer
Customer Profile Types
Source: Institute of Business Value
• Takaful providers should segment their customers – based on psychographics and
not just demographics in order to get closer
• By knowing the psychographics of customers, adopt marketing approach that
matches customers’ preference.

5. The Digital Marketing Mix
Search
Affiliates Display
WEB
Mobile Email
Social
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6. The Sales Funnel – A User’s Journey
• High Volume
Display / Social • High Brand Visibility
• Low Direct Conversion %
Search • High Click Cost
(Paid & Natural)
Affiliates
(Cash back/Voucher
Codes) • Low Click Cost
• Volume influenced by visibility at
Brand Search start of funnel
(‘Direct Travel’) • Very High Conversion %
Conversion
Email &
Social
Retention

7. Display and Social Channels
Brand engaging with
its Fans
• Disruptive
• High reach & visibility
• Suitable for Branding & Engagement
• Google Display Network, Real Time Bidding, Ad Networks

8. Search Channel
Natural Search Paid Search
determined by relevance determined by
and authority auction model
• Paid Search
• Instant first page placement
• You only advertise to people who are actively searching for your product/service
• You only pay when they respond – when they click through to your site
• Pricing is determined by an on-going, real-time auction based on true market values

9. Affiliates Channel
• Cost-effective Customer
Acquisition – seller only pays on
performance/sale.
• Fixed cost due to a CPA model.
• Affiliates can secure high ranking on
search engines giving additional free
brand visibility.
• Affiliate marketing gives
transparency on the return on
investment ROI
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10. Email Marketing Channel
• Allows targeting (Retention)
• Data driven
• Drives direct sales
• Builds relationships, loyalty and trust
• Supports sales through other channels

11. Tracking Your User’s Journey
Villain Channels Hero Channels
Search, RTB &
Display, Social &
Affiliates
Generic Search
• Key Success Efficient
• Key Success
Metric: Assisted
Metric: Last ROI
Click
Conversions
Conversions
• These channels • These channels get all • Key is to track
contribute to sales but the glory and report on
get no recognition for • Spend is pumped into the influence
their role these channels but Villain Channels
• Typically this results in volume plateaus are hit are playing in
under spending on very quickly as Villain your users
these channels channels are ignored and journey
no traffic is coming in at
the top of the funnel

12. Growing Visibility
Channel Best PPC, Display & SEO best practice
Practice
Operate at Maximise
Channel
Higher CPA Conversion
Optimisations
Maximise
Retention CRM Strategy
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13. Mobile’s Growing Faster than Anyone Expected
• Search behaviour and motivations differ on Mobile &
Tablets compared to Desktop
• Potential Return is Medium to High
• Mobile traffic will reach 20% to Desktop by End of
2012. (Source: Google)
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14. Any Questions?
Fahmi Mohammed
Absorb Digital Ltd
Tel: +44 (0)207 193 3755
Email: fahmi@absorb-digital.com
www.absorb-digital.com
Twitter: @Absorb_Digital
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