Stickyeyes' market report reveals that the abolition of referral fees is dramatically reshaping the search marketing landscape within the online personal injury sector.
The document discusses how and why the auto industry is shifting billions of dollars away from traditional offline media like newspapers and TV into online digital advertising strategies. It provides data showing that the majority of automotive research is now done online, with consumers spending many hours researching vehicles online. As a result, automakers and dealers are adjusting their advertising spending to better match where consumers are getting their information by moving much of their budgets from offline to online media like search engines, display ads, and video.
Marketing Analytics: A Smarter Way for Auto and Home Insurers to Gain Competi...Cognizant
For personal lines carriers, defensive marketing strategies are no longer enough to win and retain customers. Given the industry's questionable returns from past marketing efforts, insurance companies will have to invest wisely and work smarter to take advantage of today's advanced marketing analytics capabilities.
This document analyzes a study of 366 first-time car buyers ages 18-30 in the US. Some key findings:
- 35% said the internet was the most important information source when buying their first vehicle. Friends/family also had strong influence.
- Over 1/4 entered the market because their previous hand-me-down vehicle was no longer operable. Nearly 1/5 did so because they reached driving age.
- Top considerations for first-time buyers were monthly payment amount and dealer treatment. Half financed through dealerships and 1/3 through banks.
- Two-thirds had the final say in their vehicle selection and nearly half strongly felt they got the vehicle they wanted. Affordable
Hotwire research shows that while 50% of senior communications professionals saw budget increases in 2011 over 2010, 27% still spend less than 10% of budgets on digital and social media. There are growth opportunities in educating brands in sectors that have been harder to reach about social media. Lucre Social aims to help Lucre communications break into the top half of the top 150 PR agencies in the UK by the end of the 2012-2013 fiscal year. Existing consumer sector business is becoming saturated, representing 66% of Lucre's business last fiscal year, so opportunities exist in developing markets like financial, energy, and pharmaceutical industries for social media.
How Competitive Intelligence Contributes to Effective Business Development fo...Knowing Intelligence
- Law firms are increasingly asked to help clients with corporate strategy and risk mitigation, requiring a better understanding of clients' businesses than ever before. This has increased interest in competitive intelligence solutions.
- Companies face pressure to cut costs and provide greater value, putting pressure on law firms to differentiate themselves. Surveys find new client acquisition and finding competitive advantages are key challenges for law firms.
- Competitive intelligence can help law firms improve knowledge of clients' business models and challenges, to strengthen relationships and attract new clients, as intelligence budgets and solutions grow in popularity among companies. Law firms that incorporate these services are finding they can better meet client needs.
Selection from a report written for a Strategy and Competition course in which the assignment was to create a strategy recommendation for MAACO Franchising Inc.
Travel Trends - Comparison of Tech-Based Managed ModelsRob Wald
The document discusses four technology-based managed travel models that corporations can choose from for their travel programs:
1) Traditional travel management company (TMC) with a bundled online option, where the TMC resells an existing online booking tool. This is still the most common model.
2) Traditional TMC with a direct third-party online option, where the TMC offers a self-booking platform but outsources fulfillment. This model has had advanced technology but is difficult to sustain financially.
3) Online booking technology provider, which focuses solely on providing the online booking tool. This allows for investment back into technology but lacks fulfillment services.
4) Integrated online travel agency, which
The document discusses how and why the auto industry is shifting billions of dollars away from traditional offline media like newspapers and TV into online digital advertising strategies. It provides data showing that the majority of automotive research is now done online, with consumers spending many hours researching vehicles online. As a result, automakers and dealers are adjusting their advertising spending to better match where consumers are getting their information by moving much of their budgets from offline to online media like search engines, display ads, and video.
Marketing Analytics: A Smarter Way for Auto and Home Insurers to Gain Competi...Cognizant
For personal lines carriers, defensive marketing strategies are no longer enough to win and retain customers. Given the industry's questionable returns from past marketing efforts, insurance companies will have to invest wisely and work smarter to take advantage of today's advanced marketing analytics capabilities.
This document analyzes a study of 366 first-time car buyers ages 18-30 in the US. Some key findings:
- 35% said the internet was the most important information source when buying their first vehicle. Friends/family also had strong influence.
- Over 1/4 entered the market because their previous hand-me-down vehicle was no longer operable. Nearly 1/5 did so because they reached driving age.
- Top considerations for first-time buyers were monthly payment amount and dealer treatment. Half financed through dealerships and 1/3 through banks.
- Two-thirds had the final say in their vehicle selection and nearly half strongly felt they got the vehicle they wanted. Affordable
Hotwire research shows that while 50% of senior communications professionals saw budget increases in 2011 over 2010, 27% still spend less than 10% of budgets on digital and social media. There are growth opportunities in educating brands in sectors that have been harder to reach about social media. Lucre Social aims to help Lucre communications break into the top half of the top 150 PR agencies in the UK by the end of the 2012-2013 fiscal year. Existing consumer sector business is becoming saturated, representing 66% of Lucre's business last fiscal year, so opportunities exist in developing markets like financial, energy, and pharmaceutical industries for social media.
How Competitive Intelligence Contributes to Effective Business Development fo...Knowing Intelligence
- Law firms are increasingly asked to help clients with corporate strategy and risk mitigation, requiring a better understanding of clients' businesses than ever before. This has increased interest in competitive intelligence solutions.
- Companies face pressure to cut costs and provide greater value, putting pressure on law firms to differentiate themselves. Surveys find new client acquisition and finding competitive advantages are key challenges for law firms.
- Competitive intelligence can help law firms improve knowledge of clients' business models and challenges, to strengthen relationships and attract new clients, as intelligence budgets and solutions grow in popularity among companies. Law firms that incorporate these services are finding they can better meet client needs.
Selection from a report written for a Strategy and Competition course in which the assignment was to create a strategy recommendation for MAACO Franchising Inc.
Travel Trends - Comparison of Tech-Based Managed ModelsRob Wald
The document discusses four technology-based managed travel models that corporations can choose from for their travel programs:
1) Traditional travel management company (TMC) with a bundled online option, where the TMC resells an existing online booking tool. This is still the most common model.
2) Traditional TMC with a direct third-party online option, where the TMC offers a self-booking platform but outsources fulfillment. This model has had advanced technology but is difficult to sustain financially.
3) Online booking technology provider, which focuses solely on providing the online booking tool. This allows for investment back into technology but lacks fulfillment services.
4) Integrated online travel agency, which
See the Roland Berger Strategy Consultants (http://www.rolandberger.us/) 2014 study on The Next Challenge Of The US Auto Industry.
http://tinyurl.com/NPAutomotive
http://www.linkedin.com/in/TonyLy
https://www.facebook.com/MechanicalMarketer
How Automotive Brand Affects Used Vehicles Prices.
Brand perception plays an important role in used
vehicle demand as well. Used vehicles from brands
with an established history of successfully meeting
buyers’ most critical needs usually sell for more
than the competition. This consistent ability to
satisfy core purchase drivers gives stronger brands
an innate advantage in cost-of-ownership and
residual value. To better explain this cause and
effect, this report explores the brand characteristics
that drive auto purchase behavior, and their impact
on used vehicle prices.
The document discusses the growing demand from customers to purchase new vehicles completely online. A survey found that 72% of customers are willing to buy a new car online. However, automakers have been slow to implement online sales and most current initiatives do not meet customer expectations. Customers expect benefits like convenience, time savings, price transparency, and the ability to compare vehicles and negotiate online. While automakers face challenges in developing new online sales models, the document argues that responding to rising customer demand for online purchasing will be crucial for automakers to remain competitive as business models continue to evolve in the industry.
Pivotal Research Group LLC: Madison and wall 3 30-12Brian Crotty
Madison & Wall
A Recurring Review of Topics Affecting Advertising-Supported Media
March 30, 2012
Welcome to Pivotal Research’s “Madison & Wall”. The title refers to our work which
sits at the intersection between the advertising industry and the financial world. We
hope you’ll find these brief notes useful for their contrast to the hyperbole that
pervades much of the chatter at that location.
advertising and concepts project for linked in pageHarris Danenza
This document outlines a marketing plan for the MLK Business District Association to revitalize the Fillmore Corridor neighborhood in Buffalo, NY. It includes a situational analysis of demographic and economic data about the area. The plan aims to increase commercial and consumer activity by attracting new businesses, promoting neighborhood pride, and establishing an identity for the corridor. Low-cost advertising strategies target vehicle traffic and make use of signage, discounts, and government assistance. The goal is economic revival through stimulating interest in the area as a place for business while strengthening community engagement.
McKinsey_Small Commercial Insurance_2016Sharmila Ray
The document discusses the small commercial insurance market in the United States. It notes that this market, which serves businesses with up to 100 employees and $100,000 in annual premiums, is a growing bright spot compared to other property and casualty insurance sectors. While the market is fragmented with no single carrier having more than 6% market share, the largest carriers are increasing their presence. The market is also being disrupted by changing customer behaviors and the rise of direct purchasing models, requiring carriers to improve targeting, value propositions, and customer-facing capabilities to succeed.
The document discusses how the rise of internet usage is changing how consumers search for and select lawyers. It notes that most consumers now turn to the internet over professionals, friends or government agencies for help with legal issues. As a result, law firms need to have an online presence to be visible to these consumers during their search process. The key components to an effective law firm website are good visibility in search engines, clear and intuitive design, and high-quality, relevant content that both attracts search engines and resonates with potential clients.
Improving the Small Business Customer ExperienceBredin, Inc.
It’s a common perception that small businesses think all banks are alike. They don’t. Their experience with, and perceptions of, different banks vary widely. And that means that the fortunes of banks serving SBOs can also vary widely.
To help you improve SBO customer experience — and as a result, acquisition, retention and revenue — we recently surveyed 500 U.S. small business principals. The findings are instructive; there are some great learnings on what SBOs want from their bank – and how they feel about your company.
1. The document summarizes the results of a survey of 2,769 Romanian internet users regarding brand awareness and perception across several categories.
2. Across most categories, the survey found that quality was the most important characteristic defining a leading brand, followed by trustworthiness and prestige.
3. In terms of specific brands, ING, BCR and BRD were found to have the highest awareness and perception as leading brands in the banks/insurance category. Microsoft was the clear leader in the IT category.
The document discusses changes coming to the commercial insurance market in Florida. It notes that workers' compensation rates are expected to increase by 12-15% or more due to court cases removing caps on plaintiffs' attorney fees. Insurers will also be more conservative in their underwriting practices. Commercial auto insurance continues to be unprofitable for insurers, resulting in slight rate increases. While other lines like general liability and property insurance currently have stable pricing, underlying increases in workers' compensation and auto rates could lead to higher rates for umbrella and excess policies. The author recommends working with an experienced broker to help businesses proactively manage risks and costs through customized insurance solutions.
The document discusses the changing behaviors of consumers in the new normal after the Great Recession. It outlines several key changes in consumer behavior, including being more judicious spenders, feeling more empowered with access to information, and distrusting large institutions more. It also discusses how companies can respond by having a clear brand purpose, integrating customer data to understand consumers, and engaging with them across channels.
CARPROOF research has identified two paths used vehicle buyers take: Car-hunters, who search online for their ideal vehicle first before considering dealerships, and Dealer-deciders, who get recommendations from friends/family on dealerships and then shop those lots. 60% are Car-hunters who rely heavily on comprehensive online listings, while 40% are Dealer-deciders who prioritize a dealer's reputation. To succeed, dealers need quality online listings to attract Car-hunters and provide excellent customer service to build their reputation and attract future Dealer-deciders.
Wholesale and retail used vehicle prices have changed dramatically in recent years. Retail premiums, which represent the spread between wholesale and retail prices, provide insight into dealer profitability. This document analyzes retail premium trends between 2005-2015 using wholesale and retail transaction data. The key findings are:
1) Retail premiums fluctuated between 33-41% during this period, generally narrowing as wholesale prices increased more than retail prices.
2) Premiums decreased the most for mainstream vehicles like compacts and midsize cars, falling by up to 15 percentage points.
3) Premiums vary seasonally, with the smallest gap in Q1 and largest in Q4, though this seasonal effect has les
The document provides an overview of how economics has affected the automobile industry. It analyzes the industry using Porter's Five Forces model, discussing factors like potential entrants, supplier power, buyer power, threat of substitutes, and industry rivalry. It also examines demand shifts, elasticity, price discrimination, and bargaining power in the industry. The analysis finds that while buyers have significant power, barriers to entry are high. Supplier power is low, and competition from substitutes and rivals is strong. Demand for automobiles is elastic and responsive to price changes.
Progressive is a major car insurance provider in the United States that has experienced high growth over the past 20 years, rising from the 34th largest insurer to the 3rd largest through an average annual growth rate of 17%. Progressive disrupted the industry by providing cheaper insurance quotes through an innovative online tool that considers more detailed risk variables and data. The company also created the iconic character Flo in advertisements to personify the brand and build a connection with customers. Looking ahead, Progressive plans to continue innovating, expanding its data and markets beyond vehicle insurance to sustain its competitive edge.
Get Strategy Smart - The Blurring Lines of Industryemmersons1
Are we witnessing the end of category definitions? The week, we look at how brands are redefining their roles to suit today's ever-changing environment
The document summarizes the 2009 ACCM conference in New Orleans. It discusses the history of catalog and multichannel marketing from the 1800s to today. It notes that all marketers must now take a multichannel approach to reach customers across different media. The trends shifting marketing budgets from advertising to direct marketing are highlighted. Key issues for direct marketers like the future of the US Postal Service and various state regulations are also covered. The document outlines DMA's advocacy on these issues and closes by introducing the keynote speaker.
The document summarizes the findings of a study on automotive brand loyalty in Canada. It identifies the key drivers of brand loyalty as functional elements (40%), emotional connection (31%), brand personality (17%), and needs fulfillment (12%). For functional elements, quality, performance, value, and technology/innovation are most influential. Emotionally, confidence, lack of anger, pride, and happiness drive loyalty. Trustworthy, honest, innovative, and leader personality traits also influence loyalty. Providing confidence in the future, fun, self-identity, and respect fulfills customer needs and boosts loyalty. The study reveals opportunities for brands to improve emotional, personality and needs fulfillment factors to increase their strength relative to competitors
Turning social feeds into business leadsGetfly CRM
This document discusses how social media is becoming an important channel for automotive marketers to engage with customers. While automotive companies are still in the early stages of utilizing social media effectively, there is strong evidence that it influences car purchasing behaviors. The document recommends that automotive marketers integrate social media more directly into their sales and lead generation processes to take advantage of the ability to identify purchase intent within social conversations and content.
This document discusses the rise of customer-centric marketing in the auto insurance industry. It notes that while marketing spending by insurers has increased significantly in recent years, this has not translated to growth in market share for many carriers. The document advocates for insurers shifting to a more segmented approach to marketing that considers different customer needs and behaviors throughout the purchasing process. It also emphasizes the growing importance of digital channels and the need for insurers to strengthen their use of social media and targeted digital tactics.
The revolution that business is undergoing at the hands of social media continues to dominate discussion in the financial services world.
While virtually all organizations are adapting in some manner to the new possibilities and challenges presented by social business, some industries face specific hurdles when looking to do so. Financial services is a prime example.
How should financial brands react to these changes, and what are the leading businesses in the sector doing to get ahead?
Read this free report to discover:
- The current challenges and opportunities within the financial sector with regard to social media
- Five specific, practical ways financial brands can get ahead and advance their social media listening activities, with examples
More info available here: http://bit.ly/OYiNdW
See the Roland Berger Strategy Consultants (http://www.rolandberger.us/) 2014 study on The Next Challenge Of The US Auto Industry.
http://tinyurl.com/NPAutomotive
http://www.linkedin.com/in/TonyLy
https://www.facebook.com/MechanicalMarketer
How Automotive Brand Affects Used Vehicles Prices.
Brand perception plays an important role in used
vehicle demand as well. Used vehicles from brands
with an established history of successfully meeting
buyers’ most critical needs usually sell for more
than the competition. This consistent ability to
satisfy core purchase drivers gives stronger brands
an innate advantage in cost-of-ownership and
residual value. To better explain this cause and
effect, this report explores the brand characteristics
that drive auto purchase behavior, and their impact
on used vehicle prices.
The document discusses the growing demand from customers to purchase new vehicles completely online. A survey found that 72% of customers are willing to buy a new car online. However, automakers have been slow to implement online sales and most current initiatives do not meet customer expectations. Customers expect benefits like convenience, time savings, price transparency, and the ability to compare vehicles and negotiate online. While automakers face challenges in developing new online sales models, the document argues that responding to rising customer demand for online purchasing will be crucial for automakers to remain competitive as business models continue to evolve in the industry.
Pivotal Research Group LLC: Madison and wall 3 30-12Brian Crotty
Madison & Wall
A Recurring Review of Topics Affecting Advertising-Supported Media
March 30, 2012
Welcome to Pivotal Research’s “Madison & Wall”. The title refers to our work which
sits at the intersection between the advertising industry and the financial world. We
hope you’ll find these brief notes useful for their contrast to the hyperbole that
pervades much of the chatter at that location.
advertising and concepts project for linked in pageHarris Danenza
This document outlines a marketing plan for the MLK Business District Association to revitalize the Fillmore Corridor neighborhood in Buffalo, NY. It includes a situational analysis of demographic and economic data about the area. The plan aims to increase commercial and consumer activity by attracting new businesses, promoting neighborhood pride, and establishing an identity for the corridor. Low-cost advertising strategies target vehicle traffic and make use of signage, discounts, and government assistance. The goal is economic revival through stimulating interest in the area as a place for business while strengthening community engagement.
McKinsey_Small Commercial Insurance_2016Sharmila Ray
The document discusses the small commercial insurance market in the United States. It notes that this market, which serves businesses with up to 100 employees and $100,000 in annual premiums, is a growing bright spot compared to other property and casualty insurance sectors. While the market is fragmented with no single carrier having more than 6% market share, the largest carriers are increasing their presence. The market is also being disrupted by changing customer behaviors and the rise of direct purchasing models, requiring carriers to improve targeting, value propositions, and customer-facing capabilities to succeed.
The document discusses how the rise of internet usage is changing how consumers search for and select lawyers. It notes that most consumers now turn to the internet over professionals, friends or government agencies for help with legal issues. As a result, law firms need to have an online presence to be visible to these consumers during their search process. The key components to an effective law firm website are good visibility in search engines, clear and intuitive design, and high-quality, relevant content that both attracts search engines and resonates with potential clients.
Improving the Small Business Customer ExperienceBredin, Inc.
It’s a common perception that small businesses think all banks are alike. They don’t. Their experience with, and perceptions of, different banks vary widely. And that means that the fortunes of banks serving SBOs can also vary widely.
To help you improve SBO customer experience — and as a result, acquisition, retention and revenue — we recently surveyed 500 U.S. small business principals. The findings are instructive; there are some great learnings on what SBOs want from their bank – and how they feel about your company.
1. The document summarizes the results of a survey of 2,769 Romanian internet users regarding brand awareness and perception across several categories.
2. Across most categories, the survey found that quality was the most important characteristic defining a leading brand, followed by trustworthiness and prestige.
3. In terms of specific brands, ING, BCR and BRD were found to have the highest awareness and perception as leading brands in the banks/insurance category. Microsoft was the clear leader in the IT category.
The document discusses changes coming to the commercial insurance market in Florida. It notes that workers' compensation rates are expected to increase by 12-15% or more due to court cases removing caps on plaintiffs' attorney fees. Insurers will also be more conservative in their underwriting practices. Commercial auto insurance continues to be unprofitable for insurers, resulting in slight rate increases. While other lines like general liability and property insurance currently have stable pricing, underlying increases in workers' compensation and auto rates could lead to higher rates for umbrella and excess policies. The author recommends working with an experienced broker to help businesses proactively manage risks and costs through customized insurance solutions.
The document discusses the changing behaviors of consumers in the new normal after the Great Recession. It outlines several key changes in consumer behavior, including being more judicious spenders, feeling more empowered with access to information, and distrusting large institutions more. It also discusses how companies can respond by having a clear brand purpose, integrating customer data to understand consumers, and engaging with them across channels.
CARPROOF research has identified two paths used vehicle buyers take: Car-hunters, who search online for their ideal vehicle first before considering dealerships, and Dealer-deciders, who get recommendations from friends/family on dealerships and then shop those lots. 60% are Car-hunters who rely heavily on comprehensive online listings, while 40% are Dealer-deciders who prioritize a dealer's reputation. To succeed, dealers need quality online listings to attract Car-hunters and provide excellent customer service to build their reputation and attract future Dealer-deciders.
Wholesale and retail used vehicle prices have changed dramatically in recent years. Retail premiums, which represent the spread between wholesale and retail prices, provide insight into dealer profitability. This document analyzes retail premium trends between 2005-2015 using wholesale and retail transaction data. The key findings are:
1) Retail premiums fluctuated between 33-41% during this period, generally narrowing as wholesale prices increased more than retail prices.
2) Premiums decreased the most for mainstream vehicles like compacts and midsize cars, falling by up to 15 percentage points.
3) Premiums vary seasonally, with the smallest gap in Q1 and largest in Q4, though this seasonal effect has les
The document provides an overview of how economics has affected the automobile industry. It analyzes the industry using Porter's Five Forces model, discussing factors like potential entrants, supplier power, buyer power, threat of substitutes, and industry rivalry. It also examines demand shifts, elasticity, price discrimination, and bargaining power in the industry. The analysis finds that while buyers have significant power, barriers to entry are high. Supplier power is low, and competition from substitutes and rivals is strong. Demand for automobiles is elastic and responsive to price changes.
Progressive is a major car insurance provider in the United States that has experienced high growth over the past 20 years, rising from the 34th largest insurer to the 3rd largest through an average annual growth rate of 17%. Progressive disrupted the industry by providing cheaper insurance quotes through an innovative online tool that considers more detailed risk variables and data. The company also created the iconic character Flo in advertisements to personify the brand and build a connection with customers. Looking ahead, Progressive plans to continue innovating, expanding its data and markets beyond vehicle insurance to sustain its competitive edge.
Get Strategy Smart - The Blurring Lines of Industryemmersons1
Are we witnessing the end of category definitions? The week, we look at how brands are redefining their roles to suit today's ever-changing environment
The document summarizes the 2009 ACCM conference in New Orleans. It discusses the history of catalog and multichannel marketing from the 1800s to today. It notes that all marketers must now take a multichannel approach to reach customers across different media. The trends shifting marketing budgets from advertising to direct marketing are highlighted. Key issues for direct marketers like the future of the US Postal Service and various state regulations are also covered. The document outlines DMA's advocacy on these issues and closes by introducing the keynote speaker.
The document summarizes the findings of a study on automotive brand loyalty in Canada. It identifies the key drivers of brand loyalty as functional elements (40%), emotional connection (31%), brand personality (17%), and needs fulfillment (12%). For functional elements, quality, performance, value, and technology/innovation are most influential. Emotionally, confidence, lack of anger, pride, and happiness drive loyalty. Trustworthy, honest, innovative, and leader personality traits also influence loyalty. Providing confidence in the future, fun, self-identity, and respect fulfills customer needs and boosts loyalty. The study reveals opportunities for brands to improve emotional, personality and needs fulfillment factors to increase their strength relative to competitors
Turning social feeds into business leadsGetfly CRM
This document discusses how social media is becoming an important channel for automotive marketers to engage with customers. While automotive companies are still in the early stages of utilizing social media effectively, there is strong evidence that it influences car purchasing behaviors. The document recommends that automotive marketers integrate social media more directly into their sales and lead generation processes to take advantage of the ability to identify purchase intent within social conversations and content.
This document discusses the rise of customer-centric marketing in the auto insurance industry. It notes that while marketing spending by insurers has increased significantly in recent years, this has not translated to growth in market share for many carriers. The document advocates for insurers shifting to a more segmented approach to marketing that considers different customer needs and behaviors throughout the purchasing process. It also emphasizes the growing importance of digital channels and the need for insurers to strengthen their use of social media and targeted digital tactics.
The revolution that business is undergoing at the hands of social media continues to dominate discussion in the financial services world.
While virtually all organizations are adapting in some manner to the new possibilities and challenges presented by social business, some industries face specific hurdles when looking to do so. Financial services is a prime example.
How should financial brands react to these changes, and what are the leading businesses in the sector doing to get ahead?
Read this free report to discover:
- The current challenges and opportunities within the financial sector with regard to social media
- Five specific, practical ways financial brands can get ahead and advance their social media listening activities, with examples
More info available here: http://bit.ly/OYiNdW
The insurance brokerage industry consists of roughly 135,000 establishments in the United States, generating about $110 billion in annual revenue. It is a highly fragmented industry, with the largest 50 firms holding only 20% of the total market. Demand for brokerage services largely depends on consumer income and business activity levels in the economy. The industry is trending toward increased online services and mobile marketing to reach customers.
The life insurance industry in the US is facing several trends that are shaping the market. Key trends include shifting demographics as the population ages, changing customer buying habits and expectations, a shift towards online research but continued preference for offline applications, increasing use of predictive modeling and data analytics in underwriting and pricing, and growing adoption of mobile applications by insurers and customers. Insurers are focusing on product innovation, expense management, and adapting to regulatory changes to improve revenues and customer satisfaction in this evolving market.
EXTERNAL AND INTERNAL ENVIRONMENTAL ANALYSIS2EXTERNAL AND INTER.docxgitagrimston
EXTERNAL AND INTERNAL ENVIRONMENTAL ANALYSIS 2
EXTERNAL AND INTERNAL ENVIRONMENTAL ANALYSIS 12
External and Internal Environmental Analysis
UNIVERSITY OF PHOENIX
STR/581
Running head: EXTERNAL AND INTERNAL ENVIRONMENTAL ANALYSIS 1
External and Internal Environmental Analysis
Weight Loss Singles Dating Agency is an online dating service tailored to provide companionship services to individuals over the age of 18 who have undergone any form of weight loss surgery. For effective strategic formulation of implementing this new business, it is critical that the company’s external and internal environmental environments are analyzed to ensure competitive advantage is achieved. The following is the analysis of the external and internal environments for the company, its competitive position and possibilities as well as the organizational structure and impact on the organizational performance.
Environmental Analysis
To perform an efficient external and internal environmental analysis it is imperative that the researcher scrutinize all factors affecting implementation of the proposed business. These factors include:
· Evaluate strategic position of Weight Loss Singles Dating Agency
· Assess the online dating market
· Assess proposed business of online dating industry
· Assess the competition
External Environmental Analysis
To provide conclusions needed for successful implementation the researcher will commence with external environmental investigation. Major factors to explore include:
· Barriers to entry
· Threats of new entrants
· Threats of substitutes
· Rivalry between existing firms and
· The power of buyers and suppliers
Barriers to Entry
The company will have very few competitors in contention. Currently, the researcher has discovered that a strong brand recognition does not currently exist as this is a relatively new niche market. Start-up costs will be kept at a minimum as investors will also provide employee assistance in operations. However, increased proposed regulations on the online dating industry will prove to be a challenge when implementing the business model. Currently the industry is not regulated by Federal law, but many US states have proposed bills in legislature to increase protection of users on online dating sites through mandating background checks of all customers (Internet Business Law Services, 2015).
To ensure that barriers to entry will be kept at a minimum the organization will foster a third party association with an outside research firm. This partnership will aid in the determination of illegitimate online dating companies as a strategy for ensuring privacy and integrity concerns (Marsden, 2010). The company will also apply for membership with organizations such as Online Dating Association and Global Dating Insights for the purpose of being recognized as a legitimate business that takes responsibility to maintain high standards in the industry (The Online Dating Association, 2015). This ...
Contribution to panel discussion of the key changes to be expected in the insurance industry over the next five years from technology to product development.
The Collaborative Economy:
Products, services, and market relationships have changed as sharing startups impact business models. To avoid disruption, companies must adopt the Collaborative Economy Value Chain.
Altimeter Research Theme: Digital Economies
June 4, 2013
The complete 'Building A Retail Social Brand' whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
This document discusses several topics related to independent contractors and the contingent workforce. It begins by summarizing a recent Florida MOU signing and DOL comments recognizing the importance of legitimate independent contractors. It then discusses industries prone to IC misclassification according to a New York report and two high-profile IC misclassification cases. It also summarizes statistics on the contingent workforce from 2005 to 2015 and discusses topics like the current talent shortage, who are hurt by companies that don't follow classification rules properly, and the importance of understanding what motivates both employees and non-employees.
2017 Consumer Products Industry Outlook by DELOITTEthierry jolaine
2017 Consumer Products Industry Outlook
Our latest consumer products industry overview provides a closer look at the trends that are disrupting the industry and changing the way they go to market.
The complete Building An FMCG Social Brand whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
- Nearly half (49%) of public sector in-house PR practitioners are worried about redundancy due to budget cuts, compared to 28% overall.
- The top areas of expected growth are online reputation management (97%), strategic planning (93%), and crisis management (91%).
- The top areas of expected decline are sponsorship (82%) and events management (71%).
- While 61% feel comfortable with their social media skills, 23% feel their knowledge is limited.
This document discusses local search capabilities and strategies for GEICO Insurance. It analyzes the media landscape for local business information, noting that consumers use multiple sources like search engines, local search sites, and print/internet yellow pages. Younger generations favor online sources more while older generations use both online and offline. The document recommends developing an optimized media mix for GEICO based on consumer usage behavior and expanding their reach across print, online, social media, and other sources. It provides insights on internet yellow pages, paid search marketing, and creative services opportunities to strengthen GEICO's local search presence.
GroupM’s The Great Shift 2020 details the shift caused by the pandemic in four major sectors (Auto, CPG & E-comm, Telecom and Financial Services) and another (Entertainment) where the industry has gone through significant change and, as a result, we must alter the way we think of them as sources of inventory.
The service industry provides intangible services rather than tangible goods, and includes businesses like restaurants, education, healthcare, banking, and transportation. It is the largest sector of the economy, responsible for most business activity. The service industry has experienced massive growth in recent decades, with over 97% of new US jobs added since 1990 coming from this sector. Areas like business services, healthcare, and social services saw the most expansion. This growth trend is expected to continue into the future, with service jobs projected to account for the vast majority of new positions.
Here you can find everything you need to know about the UK's financial services sector, including the latest house price, base rate, inflation and unemployment figures.
Taking advantage of new market opportunities articleMarket Insights
The document discusses 10 areas of opportunity for financial institutions in 2011 based on changes in the marketplace. The first opportunity is to truly know your market through quantitative data on demographics, psychographics, competition, product usage, and projected growth. This will help institutions target specific market segments rather than aiming for the mass market. The second opportunity is to acknowledge the post-recession consumer mindset of reduced spending and changed financial behaviors. Other opportunities include drawing inspiration from innovative companies outside of finance, ensuring parity with evolving consumer expectations, strategically choosing which new opportunities to pursue, institutionalizing marketing throughout the organization, and highly targeting specific market segments.
The Incite Primer: The Evolution of Marketing and Communications in 2013Nick Johnson
The first briefing for my new company, Incite.
In this document, we go into detail on three of the major foci for the marcomms professional in 2013:
1) How big data, social media, and customer-centricity will drive a merging of the marketing and communications department
2) How multi-channel is going to revolutionise marketing and communications - again
3) The growing primacy of 'customer-centric' strategy within large corporations
This 20 page primer goes into detail on how large brands are evolving their approach to marketing and communications.
Download a full copy at www.bit.ly/IncitePrimer
We discuss:
1) The 4 Key Issues for 2013: Predictions for the development of your role
2) How big data, social media and customer-centricity will drive a merging of the marketing and communications departments
3) How ‘multi-channel’ is going to revolutionise marketing and communications. Again.
Have a look!
This document is the 2013 World PR Report produced by the Holmes Report and the International Communications Consultancy Organisation (ICCO). It contains rankings of the largest PR firms globally, an overview of trends in the PR industry, opportunities and challenges facing the industry, and regional analyses. In the foreword sections, industry leaders note that while the PR industry continues growing, firms need to better develop digital and social media capabilities to take advantage of changes in communications and convince clients that PR can provide strategic services beyond traditional media relations. Regional differences also exist, and firms must examine results on a local level to understand varying attitudes and adoption rates of new techniques.
Similar to Market Intelligence Report: Online Personal Injury 2013 (20)
The official event brochure for the Digital Content Leaders Masterclass. The event takes place on Tuesday 25th February 2020 at The Bridgewater Hall in Manchester.
Produced by the Marketing Masterclass Series in association with: Forward Role, Epiphany, Bind, Zazzle Media, Connective3, Positive, Smoking Gun, Woven and Digitaloft.
Visit the website for full details about #CONTENTMANC20
https://www.marketing-masterclass-series.com/
The Paid Media & Digital Advertising Leaders Masterclass will be held on September 24, 2019 at the Museum of Science and Industry in Manchester. It will feature a series of roundtable sessions and expert insights on trends, developments, and strategies in paid media and digital advertising. Attendees will learn through engaging discussions and networking with industry peers. The event is produced by Marketing Masterclass Series and supported by various digital marketing agencies.
Data & Digital Effectiveness Leaders Masterclass - Manchester 2019John McCambley
The official e-brochure for the Data & Digital Effectiveness Leaders Masterclass, which takes place at the Museum of Science and Industry in Manchester on 1st May 2019.
The event is produced by the Marketing Masterclass Series in association with Jaywing, WMG, twentysix, Search Laboratory, Loud Mouth Media, Go Inspire, KMP Digitata, Woven Agency and Forward Role Recruitment.
Digital Leaders Masterclass 2018 - Official BrochureJohn McCambley
The Digital Leaders Masterclass will showcase a series of expert insights from industry leaders who will share their latest thinking on the big issues, industry trends and emerging developments that will shape digital strategy going into 2019 and beyond.
The event produced by the Marketing Masterclass Series will take place on Tuesday 6th November 2018 at the Museum of Science and Industry in Manchester. Full details are available on the website (see link below).
https://www.marketing-masterclass-series.com/digital-leaders-masterclass-digitalmanc18/
The official keynote presentation by Gemma Needham & Remma Vadoliya from icelolly.com that was delivered at the Data, Analytics & Insight Leaders Masterclass in Manchester on Tuesday 5th June 2018.
The #DATAMANC18 masterclass was produced by the Marketing Masterclass Series. Further details available on www.marketing-masterclass-series.com
The official e-brochure for the Data, Analytics & Insight Leaders Masterclass (5th June 2018 in Manchester). Produced by Marketing Masterclass Series in association with: Acrotrend, Boxclever, Search Laboratory, The Data Shed, Adthena, Go Inspire, Forward Role Recruitment and icelolly.com
Official e-Brochure for Digital Content Leaders Masterclass John McCambley
The official e-brochure for the Digital Content Leaders Masterclass, which takes place at the Museum of Science and Industry in Manchester on Tuesday 16th January 2018.
Beyond the Click: Creating Lifetime Value with Digital AdvertisingJohn McCambley
The Official Keynote Presentation from Last week's Paid & Biddable Leaders Masterclass in Leeds. Presented by Mark Haslam, Managing Director at Loud Mouth Media.
Paid & Biddable Leaders Masterclass - Official BrochureJohn McCambley
The official brochure for Paid & Biddable Leaders Masterclass #PBLEEDS17, which takes place at Royal Armouries Museum, Leeds on Tuesday 5th September 2017 between 9.00am-1.00pm.
Data & Insight: 3 Pillars - Flaws and FixesJohn McCambley
Official keynote presented by The Fragrance Shop's Customer Marketing Director, Nicola Travis at the Data & Insight Leaders Masterclass #DLManc17 in Manchester on Tuesday 4th April 2017.
Data & Insight Leaders Masterclass (Official Brochure)John McCambley
The Data & Insight Leaders Masterclass will showcase a series of expert insights from industry leaders who will share their latest thinking on the big issues, industry trends and strategies that are shaping the ‘Data & Insight’ landscape.
The masterclass will provide delegates with a unique learning experience through a series of engaging roundtable sessions that will fuel knowledge share and discussion.
#DLManc17
Shifting Habits Towards a User-Centered CultureJohn McCambley
Official #UXL16 keynote presentation by Mark Shahid, Senior Experience Architect at Sky Betting & Gaming. Presented at UX Leaders Masterclass in Manchester on Tuesday 20th September 2016.
UX Leaders Masterclass - Official BrochureJohn McCambley
The document summarizes a UX Leaders Masterclass event happening on September 20, 2016 in Manchester. The half-day event will feature a series of expert presentations and roundtable discussions from industry leaders on topics like digital experience trends, conversational interfaces, customer centric strategies, and personalized experiences. Some of the speakers include the Head of UX from Sky Betting, the Strategy Director at Foolproof, and the UX Director at The UX Agency. Attendees will include professionals from companies like Shop Direct Group, Bank of America, and Boots.
Setting The Trend in Campaign Development: A Collaborative ApproachJohn McCambley
Official #PRSL16 keynote by Ben Bisco, Head of Digital at JD Williams - delivered at PR & Social Leaders Masterclass in Manchester on Tuesday 24th May 2016.
The explosion of digital and social media has seen the lines between PR, Brand, SEO, Social & Content Marketing becoming more blurred, with the integration of the differing processes, cultures & objectives of these channels and their teams becoming more difficult. Many brands and agencies are struggling to get everyone to work together harmoniously in communicating their brand story and customer proposition.
In this session Ben will reveal the successful approach implemented by the N Brown Group, which not only changed the way in which their internal teams work more collaboratively, but through the award-winning ‘Simply Be Real Campaign’ transformed their ability to communicate the brand proposition in an ever-changing digital age.
PR & Social Leaders Masterclass (Official #PRSL16 Brochure)John McCambley
The PR & Social Leaders Masterclass will showcase a series of expert insights from five industry leaders who will share their latest thinking on the big issues, industry trends and strategies that are shaping the PR, Social Media and Brand Comms landscape.
The masterclass will provide client-side marketers with a unique learning experience through a series of engaging roundtable sessions that will provide them with invaluable tips, strategies and guidance in being able to deliver an Integrated Brand Communications approach – where PR, Social, Content and SEO work closely together – Not in silos.
The Content Leaders Masterclass will showcase a series of expert insights from five industry leaders who will share their latest thinking on the big issues, industry trends and strategies that are shaping the content marketing landscape.
The masterclass will provide client-side marketers with a unique learning experience through a series of engaging roundtable sessions, with The Co-operative Group’s Head of Digital & Social Media, Paul Morris, delivering the opening keynote speech.
When: Tuesday 26th January 2016
Where: The Castlefield Rooms, Manchester, M3 4LZ
Time: 9.00am to 1.00pm
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
2. 2
3
FOREWORD
KEY FINDINGS OF THE REPORT
There are over 2,600 law firms in England and Wales involved in Personal Injury (PI) work and the majority of these are small, high street
firms. With the introduction of the Jackson Reforms, this will have a major impact on what is still a highly fragmented market. None of the
leading volume players in the market have yet been able to carve out a sizeable share of the market – leading players still only take singledigit market shares – but there will be clear opportunities to grow their market share in the new PI market. While claims management
brands like National Accident Helpline and Accident Advice Helpline are recognised by a majority of the public, awareness of the leading
law firm brands in the PI market is still very low.
What’s shaping the online personal injury market?
WHAT WILL YOU GET FROM THIS
REPORT?
WHAT QUESTIONS DO WE ANSWER?
•
A who’s who in personal injury.
•
•
In-depth market analysis covering March 2012 to March
2013.
Who are the market leaders and which keywords are
driving market visibility?
•
What are brands doing to achieve maximum market share?
•
•
Over 81% of all brand volume comes from just ten operators: Irwin Mitchell, Pannone, Minster Law, Optima Legal, National Accident
Helpline, Accident Advice Helpline, Fentons, InjuryLawyers4U, Claims Direct and Thompsons Law.
•
A macro analysis of the online personal injury market shows us that generic personal injury terms have the largest share of search
impression volume with 41.56%. This is followed by road traffic accident with 15.09% and medical negligence with 14.96%.
When compared to the period March 2011 to March 2012, search impression volume within the sub-vertical ‘medical negligence’ has
increased by 37%. This has made ‘medical negligence’ a more strategically important market for many high profile legal operators.
•
The most important generic keywords are ‘no win no fee’, ‘personal injury claims’ and ‘personal injury solicitors’, accounting for a
collective 42.34%.
•
Search impression volume within the personal injury market is also driven by specific location terms. Of the top ten location-based
phrases, ‘solicitors London’, ‘solicitors in London’, ‘solicitors in Manchester’ and ‘solicitors Manchester’ accounted for 50.51% of all
search impression volume.
•
Accidents and illness at work is one of the main sub-verticals where brands have a wide range of tactical choices, when selecting
between short-tail and long-tail keyword phrases.
•
By appearing in the top five for all of the primary volume phrases, Thompsons Law are well positioned to assume leadership within the
accidents and illness at work sub-vertical.
•
Simpson Millar have become a key player within the sub-vertical for accidents and illness abroad. Their organic click-share growth can
be attributed to their increase in organic rankings for many of the top volume terms.
•
David Mort IRN Research
Brand search impression volume accounts for over 52% of all search volumes within the personal injury market . However, 48% of the
search market is non-brand related, therefore having a strong presence within this area will enable niche operators to compete directly
with the larger brands.
•
We can expect many of the larger law firms involved in PI to use the next year or so to invest in brand development and strive to increase
consumer awareness of their brands. As the PI market consolidates, the sector will become a battleground amongst the high volume
players with Alternative Business Structure (ABS), more investment in services and new business models (e.g. integrated insurance and legal
services companies) all fuelling increasing competition.
•
Mack Solicitors is typical of some brands who have experienced a dramatic drop within their organic rankings. It is possible that
they may have incurred a Google ranking penalty as their backlink anchor text profile (the text used in hyperlinks to a site) is heavily
weighted towards non-brand terms. This may be an indication of an overtly engineered organic linking strategy.
•
Legal brands who have entered our overall organic index include Pannone, Bolt Burdon Kemp and Simpson Millars, while BI Claims,
Harris Fowler and Neil Hudgell are new entrants within our paid search index.
•
Moreover, Express Solicitors, Fentons, Claims Direct, First4Lawyers and InjuryLawyers4U have all grown their overall share within the
paid search market. For example Express Solicitors have made significant in-roads into the serious injury and mesothelioma subverticals.
•
Accident Advice Helpline has witnessed the most dramatic decline in overall search marketing click-share. During 2012, they dropped
six places within our aggregated leaderboard index and have seen a percentage decrease of 15%.
•
Most of the top personal injury brands deploy their marketing across multiple channels, such as National Accident Helpline and
Injurylawyers4U have supplemented their online strategy with extensive TV advertising. National Accident Helpline’s top position
within our social media score card is underpinned by the cross pollination and integration of their “Under Dog” TV brand campaign
with their social assets, giving them the highest engagement score.
How are brands using social media to acquire customers?
•
Over 100 individual pieces of key insights.
•
Over 100 individual pieces of statistical interpretation.
•
Analysis of the top 100 brands across the top 100 keywords.
•
An interpretation of the top brands search and social media
strategies.
TOP INSIGHTS
•
With the abolition of referral fees, as part of the introduction of the Jackson Reforms, the search marketing landscape is changing dramatically. In
essence, there will be more legal brands competing on search to bring in leads as they will no longer be getting the referrals. Moreover, existing
claims management companies have tried to acquire solicitors (and vice versa) to survive. For example, in 2013, Slater and Gordon acquired
Simpson Millar, this move follows their acquisition of Russell Jones & Walker in 2012.
•
During 2012 claims management companies started to lose ground to legal service operators and with the introduction of the Jackson Reforms,
this trend is set to continue. Where they once collectively accounted for over 54% of the click-share within the market, this has now dropped to
49.28%.
•
With a click-share of 18.67%, National Accident Helpline leads our search marketing leaderboard with Irwin Mitchell dropping into second place.
This ranking is underpinned by a leading position within the generic personal injury and accidents and illness sub-verticals, as well as an aggressive
PPC strategy in the road traffic accidents market.
•
When compared to 2011, Irwin Mitchell’s PPC activity is less visible and this has clearly contributed to their loss in overall share within
the search market.
•
National Accident Helpline leads our social score card with 61 out of 100, which is 10 points ahead of their nearest rivals Pannone and
Irwin Mitchell, who have 51 and 50 respectively.
•
Claims Direct (owned by Slater & Gordon UK) have increased their overall click-share within the organic and paid search markets which has allowed
them to maintain a solid third position within the aggregated leaderboard.
•
Many personal injury brands have a poor deployment of their social media assets within their websites. In essence, content channels
such as blogs, newsrooms, community threads, as well as Facebook and Twitter do not sit at the forefront of their customer journey.
•
While Claims Management Operator 1stClaims leads the organic click-share index for the road traffic accidents sub-vertical, a recent organic ranking
fluctuation suggests that their lead is under threat, with their position having dropped in the latter half of 2012, putting National Accident Helpline
in a good position to capitalise on this.
•
Social media strategies are massively underdeveloped within the legal services sector. No single operator stands out in terms of best
practice when leveraging social media as a means of developing a two way dialogue that stimulates both volume of discussion as well
as the quality of engagement.
•
Simpson Millar is one of the fastest growing legal brands within the market and is now in the top 15 on our aggregated search marketing
leaderboard index.
•
Pannone has emerged as a key brand within the serious injury sub-vertical, witnessing significant improvements across all the major keyword
phrases.
3. EXECUTIVE
SUMMARY
“WITH THE INTRODUCTION
OF THE JACKSON REFORMS,
2013 IS SET TO RADICALLY
CHANGE THE NATURE OF THE
PERSONAL INJURY MARKET
WITHIN THE UK. THE ONLINE
PERSONAL INJURY MARKET
COVERS A BROAD RANGE OF
CLAIMS FOR INJURIES AND
ACCIDENTS SUSTAINED AT
WORK, IN A ROAD TRAFFIC
ACCIDENT, PUBLIC PLACES, ON
HOLIDAY AS WELL AS CLAIMS
ASSOCIATED WITH DISEASES,
MEDICAL NEGLIGENCE AND ILL
HEALTH IN THE WORKPLACE.”
4. 6
7
EXECUTIVE SUMMARY
ALTERNATIVE BUSINESS STRUCTURES (ABS)
CHANGES TO ‘NO WIN, NO FEE’
In March 2012 the legal services sector witnesssed the launch of Alternative Business Structures (ABS). ABS is a new business structure that
enables outside investors to take a share in a legal service business for the first time. Some were predicting a ‘big bang’, opening the door
for the likes of banks, utilities and supermarkets to enter the lucrative consumer law market (Sources: UK Legal Services Market report 2011,
3rd Edition, IRN Research, January 2012 and UK Legal Market Trends, IRN Research March, 2013).
‘No win, no fee’ claims are currently brought under a conditional fee agreement (CFA) with a lawyer, backed by after-the-event (ATE)
insurance, which covers the claimant against the risk of having to pay the defendant’s legal costs if they lose the case. Previously the costs
that claimants recovered from defendants included a solicitor’s success fee.
Throughout 2012 these big brands have largely been conspicuous by their absence. However, over 100 ABS licences have since been
granted with most being a mix of high street firms, volume legal providers, new start-ups and specialist niche law firms (Source: UK Legal
Market Trends, IRN Research March, 2013).
This success fee is calculated as a percentage of the solicitor’s basic fee. It is used to offset the risk of the solicitor not being paid anything,
should the claimant lose the case. It is only payable if the claimant wins the case and will usually be paid by the losing opponent. As a
result of ATE insurance and the success fee, cases can be bought at no financial risk to the claimant (Source: UK Legal Market Trends, IRN
Research March, 2013).
Of the large consumer law brands that have been granted ABS status, many have been primarily full service law firms. These include Bott
& Co, Franklins, Irwin Mitchell, Lyons Davidson, Plexus Law, Russell Jones & Walker (now part of Slater & Gordon), Winkwood Sherwood and
Fentons. Law firms such as Irwin Mitchell and Russell Jones & Walker will use ABS, and external investment, to grow their personal injury
and other consumer law businesses. (ibid).
Since April of this year, successful claimants will be deprived of up to 25% (capped at this percentage) of their general damages in order to
pay solicitor’s success fees and insurance premiums , as these will no longer be recoverable from defendants. The only exception to these
changes will be ATE premiums relating to the cost of obtaining expert reports in clinical negligence cases. Regulations will allow all or part
of the premium in such cases to be recovered (Source: UK Legal Market Trends, IRN Research March, 2013).
However, during early 2013 there was news that an ABS licence was issued to communications company BT (Source: BT seeks ABS licence
for claims management arm, Legal Futures, February 2012). According to a recent report from IRN Research, “BT Law Ltd will provide
legal services to corporate customers, initially in the motor claims market, but with an eye to expanding into other areas of law. BT Law
incorporates the existing claims management business BT Claims, which handles more than 35,000 corporate fleet vehicles. BT has
announced that it plans to expand into other areas of law over the next year or so but still primarily for corporate clients.” (Source: UK
Legal Market Trends, IRN Research March, 2013). Moreover, IRN go on to state that integrated businesses involving insurance, claims,
and legal services are likely to emerge in the coming months, including companies like Admiral, who have set-up joint ventures with both
Lyons Davidson and Cordner Lewis. Price Bailey became the first accountancy firm to licence an ABS, trading as Price Bailey Legal Services
Ltd. Meanwhile Ageas, a leading motor insurer, announced a five-year partnership with law firm NewLaw to provide services for customers
making non-fault personal injury claims after a motor accident (Source: IRN Research - UK Legal Market Trends April 2013).
ROAD TRAFFIC ACCIDENTS AND WHIPLASH
According to the Ministry of Justice, figures show there has been a 60% rise in personal injury claims associated with road accidents since
2006, despite vehicles becoming safer and a 20% reduction in the number of reported accidents over the same period.
There are estimated to be about 1,500 whiplash claims made in the UK every day, with insurers saying that whiplash claims cost them
£2bn a year, equivalent to £90 per vehicle policy (Source: Government plans target cut in bogus car whiplash claims, BBC, December 2012).
This prompted the Ministry of Justice, during the later stages of 2012, to launch a consultation to reduce the number of whiplash claims
(Source: Whiplash crackdown, Ministry of Justice, December 2012).
At the centre of this consultation are the following initiatives:
THE JACKSON REFORMS AND REFERRAL FEES
•
Creating new independent medical panels to improve diagnosis of whiplash injuries. This will ensure that genuine claims can still go
ahead but exaggerated, misrepresented or fraudulent claims are robustly challenged.
In November 2008, Sir Anthony Clarke, who was then Master of the Rolls, appointed Lord Justice (Sir Rupert) Jackson to conduct a review
of legal costs. The purpose of the reform was “to carry out an independent review of the rules and principles governing the costs of civil
litigation and to make recommendations in order to promote access to justice at proportionate costs”, (Source: Referral fees in personal
injury claims, Standard Note SN/HA/6014, House of Commons, April 2012).
•
Options to allow more whiplash cases to be challenged in the small claims court to change the current position, where it can be
cheaper for insurance companies to accept questionable claims than to contest them.
A key element of the reform focused on referral fees which, in essence, cover fees paid by solicitors to claims management companies, BTE
(before-the-event) insurance companies and others to “buy” personal injury cases. One of his recommendations was that referral fees in
personal injury cases should be banned. Lord Justice Jackson said that the evidence he had received indicated that there was no benefit in
competition terms to be gained from allowing referral fees (ibid).
As of April 2013, referral fees have been banned. The rationale behind the ban is that referral fees have contributed to increasing the costs
of claims and the aim is also to reduce the number of spurious or less serious claims. It is supported by the insurance industry amidst claims
that fewer cases will reduce the premiums paid by the average person for the likes of motor insurance (Source: UK Legal Market Trends, IRN
Research March and April, 2013). Many within the industry feel that this will have significant implications for insurers and claims managers
who rely on referrals to drive profits. As a result, personal injury firms have become takeover targets, as those with the most to lose from
the ban will use the new rules on ownership of legal firms to reinforce their business (ibid). They will be able to develop partnerships with
personal injury solicitors, building their own legal capability or acquiring that capability. Moreover, ABS has come at the perfect time for
companies needing a legal arm to circumvent the ban. It is therefore unclear how the ban will work in practice if law firms and claims
managers are working under the same umbrella. If the April changes are successful they will effectively kill off many areas within the
personal injury industry, leaving niche segments like medical negligence and high value injuries as the future battlegrounds (ibid).
This has created an intense debate between solicitors and insurers. Insurers blame the ‘whiplash epidemic’ for driving up the cost of cover
for millions of motorists, stating that drivers were exploiting whiplash as ‘the fraud of choice’ or using lawyers to pursue dubious claims
to win massive pay-outs. However, lawyers have hit back saying it was the insurers themselves who had a vested interest and that their
plans would simply boost their own profits, while limiting the rights of innocent motorists suffering genuine whiplash injuries (Source: Car
insurance: MPs to investigate impact of whiplash claims, BBC, March 2013).
“SINCE APRIL 2013, REFERRAL FEES
HAVE BEEN BANNED, THIS MOVE WILL
RADICALLY RE-SHAPE THE PERSONAL
INJURY MARKET.”
5. 8
9
EXECUTIVE SUMMARY
INTRODUCTION TO THE ONLINE PERSONAL INJURY MARKET
Figure 1: % Split of search impression volume by sub-vertical
Online personal injury (PI) is made up of a diverse set of keywords that are designed to reflect the different stages within the customer
lifecycle. These include brand phrases such as National Accident Helpline and Claims Direct, generic phrases such as ‘personal injury claim’,
as well as more market specific terms such as ‘whiplash compensation’ and ‘brain injury’.
In addition, users type location-based phrases to try and find a legal representative near where they live such as ‘personal injury solicitors in
London’ and ‘solicitors in Manchester city centre’.
Personal Injury - Generics - 41.56%
Generic terms are typically used to develop search exposure and help initiate the search journey, while the more specific location phrases
help drive specificity and the conversion process. Brand typically comes into play during the later stages of the search process when
customers have selected the product.
Road Traffic Accident - 15.09%
Medical Negligence - 14.96%
The study covers the period March 2012 to March 2013 and analyses the performance of the leading online personal injury brands across
the following sub verticals:
•
Generic Personal Injury
•
Road Traffic Accidents
•
Medical Negligence
•
Accidents and Illness At Work
•
Serious Injury
•
Mesothelioma / Asbestosis
•
Accident and Illness at Work - 12.06%
Accidents And Illness Abroad
Serious Injury - 8.64%
Mesothelioma / Asbestosis - 4.19%
ITLG (Holiday Claims) - 3.49%
Source: Google Keyword Estimation Tool
Our findings will detail tactics and strategies, as well as reveal the most visible operators within:
•
Organic search
•
PPC (Pay Per Click)
•
Social media
Figure 2: %Split of search impression volume for the top 20 phrases within the online personal injury market
The following insight analyses the top 100 keywords and the top 100 brands within personal injury. We have removed all non-commercial
related websites from our statistical interpretations e.g. Wikipedia.
% Split
20
15
10
Finding a legal operator with local offices is a key part of the decision making process behind making a personal injury claim. Therefore it
is important for brands to maximise search exposure in key towns and cities within the UK. With 25.94% London has the largest share of
search impression for location personal injury terms, however this is only marginally ahead of Manchester which has 23.86% (See Appendix
A-2).
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With 41.56%, the generic personal injury sub-vertical dominates search impression volume within the market, followed by the road traffic
accident sub-vertical (15.09%) and medical negligence with 14.96%. When compared to the period March 2011 to March 2012 the
search impression volume for the medical negligence sub-vertical has increased by 37% (See Appendix A-1 and UK Legal Services: Online
Personal Injury, Stickyeyes, 2012). The top 20 keywords within the market are dominated by generic personal injury terms with ‘no win
no fee’, ‘personal injury claims’ and ‘personal injury solicitors’ accounting for a collective 42.34%. Other key terms include ‘medical
negligence’ (7.90%) and ‘accident at work’ (5.1%).
Source: Google Keyword Estimation Tool
6. 10
11
EXECUTIVE SUMMARY
Figure 3: Brand versus non-brand search impression volume
HOW DO WE MEASURE THE SEARCH MARKET?
Search impression represents the number of times a website page is displayed within the search results. It is only after the results are
displayed that visitors are able to click on either a PPC advert or an organic link. Therefore, “click-share” represents the act of a visitor
clicking on a PPC advert or an organic link and is calculated as follows:
•
Organic click-share is the number of clicks that an individual operator has achieved against a keyword, as a measure of where they
rank for that keyword.
•
PPC click-share is the number of clicks that an individual operator has achieved against a keyword as a percentage of their “Share of
Voice” (SOV). SOV is a measure of how often a brand’s PPC ad appears along with its position.
Brand - 52%
Non-Brand - 48%
See Appendix A: Search Impression and Click-Share Methodology for a full breakdown of our methodology.
SHARE OF BRAND SEARCH IMPRESSION VOLUME
The personal injury market contains a range of operators:
Specialist Personal Injury Legal Operators: These operators focus mainly on personal injury law, covering everything from road
traffic accidents, work related injuries as well as clinical negligence.
Full Service Legal Operators: These firms offer a range of legal services that include personal injury, corporate law as well as
personal law services such as divorce, probate and wills.
Claims Management Operators: Claims management companies specialise in negotiating compensation and then refer the case
to a solicitor. However, with the implementation of the Jackson Reforms this type of operator will no longer be able to refer cases
and will be forced to re-develop their business model.
Brand search impression volume accounts for just over 52% of all search volumes . However, 48% of search impression is non-brand
related and a strong presence within this area allows niche operators to compete directly with the larger brands (See Figure 3).
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“48% OF SEARCH IMPRESSION VOLUME
IS NON-BRAND, ALLOWING NICHE
OPERATORS TO COMPETE DIRECTLY
WITH THE LARGER BRANDS.”
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Most of the top personal injury brands operate across multiple channels, for example: National Accident Helpline and InjuryLawyers4U
have supplemented their online strategy with extensive TV advertising (Source: UK Legal Services Market report 2011, 3rd Edition,
January 2012, IRN Research). In 2012, Irwin Mitchell embarked on its first TV ad campaign in order to boost brand awareness. A key
challenge moving forward is ensuring that offline brand equity is cross-pollinated online via social media channels.
30
M
•
Over 81% of all brand-related searches comes from just ten operators: Irwin Mitchell, Pannone, Minster Law, Optima Legal, National
Accident Helpline, Accident Advice Helpline, Fentons, InjuryLawyers4U, Claims Direct and Thompsons Law (See Figure 4).
35
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With 32%, Irwin Mitchell has the largest share of brand-related searches within the market. Irwin Mitchell is a full service provider
and it is highly likely that their leading brand position is driven in part by volume to its corporate, personal as well as commercial /
residential property legal services (See Figure 4). However, Irwin Mitchell is an example of a larger law firm which has been particularly
aggressive within the personal injury market. Another example is Australian firm Slater & Gordon, who acquired Russell Jones &
Walker, the owners of personal injury specialist brand Claims Direct (Source: Slater & Gordon eyes further UK expansion, Legal Future,
February 2013).
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Figure 4: Brand search impression volume
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7. 12
13
EXECUTIVE SUMMARY
MOST VISIBLE ONLINE PERSONAL INJURY BRANDS IN SEARCH
Figure 6 b: Organic search leaderboard index 2012 to 2013
Brands
•
•
•
•
•
•
During 2012, claims management companies started to lose ground to legal service operators and, with the introduction of the
Jackson Reforms, this trend looks set to continue. Where they once collectively accounted for over 54% of the click-share within the
market, this has now dropped to 49.28%.
Many legal services operators have stepped up their aggression within the market and are clearly capitalising on the dramatic changes
that are occurring. The biggest turn around has been within the organic search market. In 2011, the organic leaderboard index
was dominated by Claims Management Companies (See Figure 6 a, b and c for a full breakdown of our 2012/13 search marketing
leaderboard and Appendix A for a breakdown of our 2011/12 search marketing leaderboard). Today, the role is reversed and legal
operators have increased their collective click share from 39% to 64% for organic search (See Figure 6 d). This surge is reflective of
the growing competition within the market as legal brands seek to maximise exposure within the personal injury market. As can be
seen from (Figure 6 c) new entrants into the organic click-share index include Pannone, Bolt Burdon Kemp, Co-operative and Simpson
Millar
During 2011, Irwin Mitchell was the leading brand across both the organic and paid search market with an aggregated click-share of
21% (Source UK Legal Services: Online Personal Injury, Stickyeyes, February 2012). During 2012, their share of the search market has
declined to 18.50% and they now find themselves in second place behind National Accident Helpline.
National Accident Helpline’s aggregated click-share is underpinned by their leading position within the organic sub-verticals for
personal injury and accidents and illness. However, it is their aggressive PPC presence across all the primary sub-verticals including
generic personal injury and road traffic accidents that has cemented their overall lead. In contrast, Irwin Mitchell’s overall click-share
is driven by their organic presence within the sub-verticals for accident and illness at work, holiday claims, medical negligence as well as
mesothelioma / asbestosis. When compared to 2011, Irwin Mitchell’s PPC activity has been reduced and this has clearly contributed
to their loss in overall share within the search market (See Figure 6 c).
Claims Direct (owned by Slater & Gordon) have increased their overall click-share both within organic and paid search. Brands such as
InjuryLawyers4U have a solid paid search performance, however, their organic link strategy is weak, therefore impacting their overall
performance. This has allowed them to maintain a solid third position within the aggregated leaderboard. New legal brands entering
our organic leaderboard include Pannone, Bolt Burdon Kemp and Simpson Millars, while BI Claims, Harris Follower and Neil Hudgell
form some of the new players within our paid search index (See Figure 6 b).
Claims management operator Accident Advice Helpline has witnessed the most dramatic decline in click-share. During 2012, they
dropped six places within our aggregated leaderboard and have seen a percentage decrease of 15% within their overall share.
Claims4Free is another claims management operator who have experienced a huge drop in their click-share, pushing them down 12
places (See Figure 6 a, b and c).
Position Change
% Split
Irwin Mitchell
22.54%
National Accident Helpline
14.01%
4
9.94%
Pannone
New Entrant
8.37%
Bolt Burdon Kemp
New Entrant
7.04%
1stClaims
1
6.13%
Thompsons Law
3
5.60%
4.79%
Claims Direct
First Personal Injury
Claims4Negligence
3
4.69%
First 4 Lawyers
New Entrant
3.39%
Co-operative
New Entrant
3.00%
Access-Legal (Shoosmiths)
New Entrant
2.69%
Easigo
New Entrant
2.65%
Simpson Millar
New Entrant
2.63%
12
2.56%
Claims4Free
Figure 6 c: Paid search leaderboard index 2012 to 2013
Brands
Position Change
% Split
16.60%
InjuryLawyers4U
2
13.81%
First4Lawyers
5
9.45%
Claims Direct
1
8.71%
Fentons
2
8.41%
National Accident Helpline
Irwin Mitchell
4
7.80%
New Entrant
5.97%
5.04%
3
5.00%
New Entrant
4.77%
2
4.63%
National Claims Helpline
New Entrant
2.73%
BL Claims
New Entrant
2.46%
Harris Fowler
New Entrant
2.38%
Neil Hudgell
New Entrant
2.30%
Accidents Direct
Figure 6 a: Search marketing leaderboard index 2012 to 2013
Brands
National Accident Helpline
Accident Advice Helpline
Position Change
% Split
1
18.67%
Accident Helpline
Spencers Solicitors
Express Solicitors
Irwin Mitchell
1
18.50%
Claims Direct
11.37%
InjuryLawyers4U
8.43%
First4Lawyers
5
5.76%
Fentons
3
5.13%
Pannone
New Entrant
5.10%
Bolt Burdon Kemp
New Entrant
4.29%
2
3.74%
Accidents Direct
New Entrant
3.64%
Type of Operator
Thompsons Law
3
3.41%
Accident Advice Helpline
6
3.07%
New Entrant
3.05%
1
2.92%
New Entrant
2.91%
1stClaims
Accident Helpline
First Personal Injury
Spencers Solicitors
Figure 6 d: Total click-share by channel
Paid 2011/12
Organic 2011/12
Paid 2012/13
Organic 2012/13
Legal Service Operators
56%
39%
54%
64%
Claims Management
44%
61%
46%
36%
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