Digital Branding - acquisition through to transaction by Andrew Bergstrom
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Session 2 from Acceptiv Online Distribution Conference Sept 2017. Designing a front-end acquisition engine to pull prospective customers through to an online transaction platform. This presentation will identify how to build a customer acquisition engine front-end that is hyper-efficient, measurable and seamless through to an online transaction platform.
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Digital Branding - acquisition through to transaction by Andrew Bergstrom
- 1. MAXIMIZING POTENTIAL Digital branding – acquisition through to transaction September 11, 2017 2017 Online Distribution Symposium
- 4. 2017 Online Distribution Symposium Site Application Quote Policy TRANSACTION
- 5. Site Application Quote Policy 2017 Online Distribution Symposium TRANSACTION
- 6. 2017 Online Distribution Symposium Paid Search Earned Owned Site Application Quote Policy ACQUISITION TRANSACTION
- 7. 1. Branding & message 2. Always-on 3. Seamless 2017 Online Distribution Symposium Acquisition Engine Key Considerations
- 8. 1. Branding & msg 2. Always-on 3. Seamless 2017 Online Distribution Symposium
- 9. Complicated?! Time for an advisor! Brands are all the same… final choice made on advisor reco and price. 2017 Online Distribution Symposium When insurance is “sold”, brands take a backseat
- 10. What brands are out there that appeal to me and “feel right”? I am going to give this brand a try. 2017 Online Distribution Symposium But what about when insurance becomes “sought & bought”..? Who is offering the solution I need?
- 11. 2017 Online Distribution Symposium 25% Message seen in the right place 25% Message seen at the right time 50% Right message
- 12. 2017 Online Distribution Symposium 1. Know your customer, their journey, and their triggers. 2. Get the branding right, and the messaging even more right. 3. Align market acquisition expense with sales KPI. Affordability ($/mo) “Evaluate” stage Cost per Acquisition
- 13. 1. Branding & msg 2. Always-on 3. Seamless 2017 Online Distribution Symposium
- 14. 2017 Online Distribution Symposium
- 15. Not set and forget. Continuously intelligent and improving. Ultimately optimized towards revenue potential. ALWAYS-ON 2017 Online Distribution Symposium
- 16. 2017 Online Distribution Symposium Customer acquisition engine Biz Data (eg regions)
- 17. Requirements: 1. Skillset and approach: live sales channel 2. Data capture: informs everything (eg Big Query) 3. Marketing technology: • ad-server (eg ad-gear) • data management platform (eg Adobe, Oracle) • media buying platform Google & Facebook: represent >80% paid media 2017 Online Distribution Symposium ALWAYS-ON
- 18. 1. Branding & msg 2. Always-on 3. Seamless 2017 Online Distribution Symposium
- 19. 2017 Online Distribution Symposium Paid Search Earned Owned Site Application Quote Policy ACQUISITION TRANSACTION
- 20. Setting up the conditions for sale. Help the customer learn, gain confidence, place trust, and move along their journey. Content (beyond messaging) can help. 2017 Online Distribution Symposium
- 21. 2017 Online Distribution Symposium CONSIDER EVALUATE PARTICIPATE
- 22. 2017 Online Distribution Symposium Paid Search Earned Owned Site Application Quote Policy ACQUISITION TRANSACTION 1. Branding & message 2. Always-on 3. Seamless
- 23. THANK YOU :-) 2017 Online Distribution Symposium