A look at how the mobile technology revolution is effecting the insurance industry and how insurers can take advantage.

1. IDEAS
THAT FIT
NEW BRAND THINKING WWW.HKLMGROUP.COM
HARNESSING MOBILE DIGITAL TECHNOLOGY TO CONNECT WITH CLIENTS
By: @Jingo27

2. 2Who am I…?
@jingo27
#b2bcontent

3. 3Communication is changing – how are we changing with it?
How

4. 4What Are The Major Differences?
Outbound InboundVS
Some of the key differences between traditional outbound tactics that businesses have
relied on to push out their messages, and the powerful relevant approach inbound
marketing uses to connect with and facilitate sales and discerning buyers.
Inbound Marketing
Consumer-driven, timely, content-rich,
solution based
Outbound Marketing
Marketer-driven, disruptive, hard sell,
product based
Blogging
Social Media
SEO
Podcasting
Email Marketing to owned lists
Broadcast & Print
Cold Calling
Telemarketing
Tradeshows
Email to Purchased Lists

5. 5What is ZMOT And How Does It Effect Me?

6. 6ZMOT in action

7. 7Marketing Content Matrix
Awareness Purchase
EmotionalRational
Video
Games
Articles
Infographics
Press Releases
Guides
Trend Reports
Events
Forums
Reviews
Product Features
Case Studies
Checklists
Webinars
Calculators
Reports &
White Papers
Interactive
Demo
Smart Insights: Dr Dave Chaffey

8. 8Digital Content by Funnel Position
Needs Content
Platform /
Tools
KPIReach
• Recognise Problem or issue
• Change the status quo
• Blog articles
• Infographics
• eBooks & Guides
• Assessments & Quizzes
• Videos
• Webinars
• Blog
• YouTube
• SlideShare
• Apps
• Twitter
• LinkedIn
• Facebook
• Google +
• Online Ads
• PPC / SEO
• Email
• Traffic, page views, time
on site
• Downloads
• Inbound links, page rank
• Fans, followers, likes
• Mentions, comments and
shares
Act
• Explore solution possibilities
• Define provider shortlist
• Commit to change
• eBooks & Guides
• Quizzes & Widgets
• Newsletters (eNewsletters)
• Demo Videos
• Webinars
• Industry analyst reports
• Testimonials
• Case Studies
• Reviews
• Blog
• SlideShare
• Apps
• YouTube
• eMail
• Website
• Click-throughs, open rates
• Downloads
• Inquiries, forms
• Database growth
Convert
• Gain confidence in selection
• Understand ROI to build a
business case
• Getting Cost and methodology
estimates
• Live or in-person events
• ROI Calculators
• Pricing Guides
• Total cost of ownership tools
• eMail
• Apps
• CRM
• FAQ
• Blog
• Qualifies leads
• Appointments
• Opportunities
• Pipeline size
• Closed deals
Smart Insights: Dr Dave Chaffey

9. 9The marketing trifecta

10. 10Content Funnel
Community
Contact
Connection
Conversation
Consideration
Consumption
Reach
Act
Convert
Branded
Content

11. 11Purpose of digital engagement in insurance industry
Why?

12. 12Purpose of digital engagement in insurance industry
In a competitive field such as insurance, companies must deliver a responsive experience to keep policy holders engaged. Full
business transactions need to be enabled with low latency request / response rates 24/7 from anywhere in the world at any time.
Mobile provides a wealth of opportunities for insurers, most companies are initially only focussed on getting a mobile presence
centred around customer / agent care are gradually expand to other areas including claims, product recommendation / quotations
and marketing campaigns.
How can insurers
use Digital Mobile
Customer
Engagement?
Operational Commercial Informational
Improve Customer relationship
management.
Introduce VAS to facilitate
deeper engagement such as
billing alerts, claim processing
notifications, appointment
notification
Enhance customer experience.
Enable mobile first processes for
claim submissions; tracking
claims
Acquire new customers.
Enable agents and policy
holders to transact and sign up
via mobile or an app – find
nearest agent based on current
location
Boost insurance partner
revenues.
Real-time geo-located offers to
targeted mobile users
Increase engagement.
Move beyond fire & forget
messages to Constant Contact
with context rich and relevant
advice.
Differentiated services.
Provide easy to access
educational tools, access to
advice and agent support.
Drive customer care and create unprecedented value!
© 2015 IBM Cognition

13. 13Effective Mobile Lifecycle
Inactive Active Loyal Advocate
Interactions
Performance Measurement
Data Contextualisation of analysis
Analysis Interaction, engagement and experience
measurement
Metrics
Insights
Channel development and
optimisation
Business outcome, operational,
customer satisfaction
Mobile Channels
Mobile Web Mobile Apps Mobile Ads
Sales Marketing Service
Other mobile touch points
© 2014 EYGM Limited

14. 14How to measure mobile
Prepare Identify Implement Monitor
Determine what
can be measured
Business outcome
Increased revenue
Efficiency
Customer
satisfaction
Define what
needs to be
measured
Mobile app metrics
Mobile Ad metrics
Mobile web metrics
Create effective
data collection
Prioritise apps
Phased approach
Implementation
Quality Assurance
Evaluate what’s
been measured
Analyse data across
dimensions
Dashboard and repots
Compare against
other channels
© 2014 EYGM Limited

15. 15Mobile insurance apps that are #Winning
LIBERTY MUTUAL HOME GALLERY® APP
Take photos of your belongings
Catalogue each item by room and/or category
Add item details or scan item barcode for images and descriptions
Capture an item by importing photos from your phone
Note purchase price, purchase date and/or take photos of the receipt for each item
Export your inventory as a spreadsheet or PDF for easy sharing or as a back up in case your phone is ever lost or damaged

16. 16Mobile insurance apps that are #Winning
MOVE TOOLS™ BY STATE FARM
With this app, you can virtually pack every room in your house, stay organized with recommended tasks, and even create packing labels that
display the contents of the boxes so you don’t have to open them. This app is user-friendly and is every organizer’s dream.

17. 17Mobile insurance apps that are #Winning
COUNCIL FOR DISABILITY AWARENESS: DEFEND YOUR INCOME APP
Leading Edge Disability Center supports the Council for Disability Awareness (CDA) in helping individuals better understand what
could prevent them from working and how they can protect their income.

18. 18Remember ZMOT

19. PRESENTATION DESCRIPTION
V.1A ● 𝟎𝟎. 𝟎𝟎. 𝟐𝟎𝟏𝟓
000 ● CLIENT
JOB NAME
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THANK YOU FOR YOUR TIME