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HARNESSING MOBILE DIGITAL TECHNOLOGY TO CONNECT WITH CLIENTSBy: @Jingo27

2Who am I…?

@jingo27#b2bcontent

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

How

4What Are The Major Differences?

Outbound InboundVS

Some of the key differences between traditional outbound tactics that businesses have relied on to push out their messages, and the powerful relevant approach inbound

marketing uses to connect with and facilitate sales and discerning buyers.

Inbound Marketing Consumer-driven, timely, content-rich,

solution based

Outbound MarketingMarketer-driven, disruptive, hard sell,

product based

BloggingSocial Media

SEOPodcasting

Email Marketing to owned lists

Broadcast & PrintCold Calling

TelemarketingTradeshows

Email to Purchased Lists

5What is ZMOT And How Does It Effect Me?

6ZMOT in action

7Marketing Content Matrix

Awareness Purchase

Emotional

RationalConvin

ce

Inspire

Educate

Entertain

Video

Games

Articles

InfographicsPress Releases

Guides

Trend Reports

Events

Forums

Reviews

Product Features

Case Studies

Checklists

Webinars

Calculators

Reports &White Papers

InteractiveDemo

Smart Insights: Dr Dave Chaffey

8Digital Content by Funnel Position

Needs Content Platform / Tools KPI

Reach

• Recognise Problem or issue• Change the status quo

• Blog articles• Infographics• eBooks & Guides• Assessments & Quizzes• Videos• Webinars

• Blog• YouTube• SlideShare• Apps• Twitter• LinkedIn• Facebook• Google +• Online Ads• PPC / SEO• Email

• Traffic, page views, time on site

• Downloads• Inbound links, page rank• Fans, followers, likes• Mentions, comments and

shares

Act

• Explore solution possibilities• Define provider shortlist• Commit to change

• eBooks & Guides• Quizzes & Widgets• Newsletters (eNewsletters)• Demo Videos• Webinars• Industry analyst reports• Testimonials• Case Studies• Reviews

• Blog• SlideShare• Apps• YouTube• eMail• Website

• Click-throughs, open rates• Downloads• Inquiries, forms• Database growth

Convert

• Gain confidence in selection• Understand ROI to build a

business case• Getting Cost and methodology

estimates

• Live or in-person events• ROI Calculators• Pricing Guides• Total cost of ownership tools

• eMail• Apps• CRM• FAQ• Blog

• Qualifies leads• Appointments• Opportunities• Pipeline size• Closed deals

Smart Insights: Dr Dave Chaffey

9The marketing trifecta

Social

Content

SEO

10Content Funnel

Community

Contact

Connection

Conversation

Consideration

Consumption

Reach

Act

Convert

BrandedContent

11Purpose of digital engagement in insurance industry

Why?

12Purpose of digital engagement in insurance industry

In a competitive field such as insurance, companies must deliver a responsive experience to keep policy holders engaged. Full business transactions need to be enabled with low latency request / response rates 24/7 from anywhere in the world at any time. Mobile provides a wealth of opportunities for insurers, most companies are initially only focussed on getting a mobile presence centred around customer / agent care are gradually expand to other areas including claims, product recommendation / quotations and marketing campaigns.

How can insurers use Digital Mobile

Customer Engagement?

Operational Commercial InformationalImprove Customer relationship management. Introduce VAS to facilitate deeper engagement such as billing alerts, claim processing notifications, appointment notification

Enhance customer experience.Enable mobile first processes for claim submissions; tracking claims

Acquire new customers.Enable agents and policy holders to transact and sign up via mobile or an app – find nearest agent based on current location

Boost insurance partner revenues.Real-time geo-located offers to targeted mobile users

Increase engagement.Move beyond fire & forget messages to Constant Contact with context rich and relevant advice.

Differentiated services.Provide easy to access educational tools, access to advice and agent support.

Drive customer care and create unprecedented value!© 2015 IBM Cognition

13Effective Mobile Lifecycle

Inactive Active Loyal Advocate

Interactions

Performance MeasurementData Contextualisation of analysis

Analysis Interaction, engagement and experience measurement

Metrics

InsightsChannel development and optimisation

Business outcome, operational, customer satisfaction

Mobile ChannelsMobile Web Mobile Apps Mobile Ads

Sales Marketing Service

Other mobile touch points

© 2014 EYGM Limited

14How to measure mobile

Prepare Identify Implement Monitor

Determine what can be measuredBusiness outcomeIncreased revenueEfficiencyCustomer satisfaction

Define what needs to be measured

Mobile app metricsMobile Ad metricsMobile web metrics

Create effective data collection

Prioritise appsPhased approachImplementationQuality Assurance

Evaluate what’s been measured

Analyse data across dimensionsDashboard and repotsCompare against other channels

© 2014 EYGM Limited

15Mobile insurance apps that are #Winning

LIBERTY MUTUAL HOME GALLERY® APP

Take photos of your belongingsCatalogue each item by room and/or categoryAdd item details or scan item barcode for images and descriptionsCapture an item by importing photos from your phoneNote purchase price, purchase date and/or take photos of the receipt for each itemExport your inventory as a spreadsheet or PDF for easy sharing or as a back up in case your phone is ever lost or damaged

16Mobile insurance apps that are #Winning

MOVE TOOLS™ BY STATE FARM

With this app, you can virtually pack every room in your house, stay organized with recommended tasks, and even create packing labels that display the contents of the boxes so you don’t have to open them. This app is user-friendly and is every organizer’s dream.

17Mobile insurance apps that are #Winning

COUNCIL FOR DISABILITY AWARENESS: DEFEND YOUR INCOME APP

Leading Edge Disability Center supports the Council for Disability Awareness (CDA) in helping individuals better understand what could prevent them from working and how they can protect their income.

18Remember ZMOT

PRESENTATION DESCRIPTIONV.1A

000 ● CLIENTJOB NAME

:)THANK YOU FOR YOUR TIME