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Six key findings from the Global Reviews UK Home Insurance Providers Digital Marketing Effectiveness Study Q3 2014:

The aim of this study, which is part of Global Reviews’ ongoing programme of research, was to find out how consumers are choosing particular home insurance providers online, to understand and measure their digital journeys, and the key influencers in their buying decision. By capturing digital marketing and sales journey insights, underpinned by scientific framework using competitor and customer data for the sector, this research unravels some interesting facts for this insurance industry to answer many of the ‘Why Questions’.

Over 280 ‘in market’ consumers looking for home insurance in the next 90 days were studied as part of this research, and here are some of the main findings.

Here are six key findings from the UK Home Insurance Survey 1. Generation Y want different things from their home insurance provider online

As part of our analysis we segmented the sample into three different age groups: 18 – 35, 36 – 55 and 56+ year olds.

Fig 1: Age differences driving preferences

Source: Global Reviews UK Home Insurance Providers Digital Sales Effectiveness Study 2014

In general those in the 18 to 35 age group are more demanding and are more likely to want:

tools that assist them in understanding which home insurance cover that is right for them.

the ability to view and manage their account online.

general information about home insurance

customer ratings and reviews.

2. Home insurance providers need to work harder to acquire first time customers

This group ‘Generation Y’ is the future and the acquisition territory for most insurance providers. They are more demanding and expect more which gives a good indication of where the industry needs to be playing in order to attract these younger customers.

3. Older customers still want easy to understand information

You might imagine that consumers over the age of 36 have bought home insurance many times and are more familiar with the language and insurance options. While that may indeed be the case, age and experience doesn’t necessarily translate into a lower propensity to want information that is easy to understand, in fact it is quite the opposite.

Older consumers want easy to understand information and the ability to save a quote when they are researching options. To optimise online conversion for this segment, insurance providers need to implement UX best practice to provide simple attractive design which is utterly utilitarian in nature

4. The home insurance industry as a whole is making it difficult for customers to buy from them online

The industry as a whole is particularly weak at helping customers to evaluate the different home insurance policies and choose which option best suit their needs.

The poorer performers across the online customer journey are Tesco Bank and AXA, with Admiral coming out weakest in four of the six stages of the online customer journey.

Fig 1 DSE benchmark scores

Source: Global Reviews UK Home Insurance Providers Digital Sales Effectiveness Study 2014 5. What’s driving Admiral’s score down?

Drilling down into the sub sections (Fig 2) you can see that there is a lot of work for Admiral (and indeed the industry as a whole) to do.  Admiral needs to improve their value proposition (scoring just 17%), their differentiation message and explaining why a customer should choose Admiral over other providers.

‘Returning prospects’ scores 0% for Admiral, which clearly means that is not something Admiral currently incorporates on their site. Admiral also has quite a bit of work to do in the area of building trust.

Fig 2 ‘Meeting expectations and building trust’ sub section of the initial engagement stage

Source: Global Reviews UK Home Insurance Providers Digital Sales Effectiveness Study 2014 6. What Admiral can learn from Direct Line

When we asked consumers to rate the home pages of the insurance providers, Direct Line’s homepage ranked much higher than Admiral’s because it displayed all the information they would expect to find when looking for home insurance. Plus consumers found that Direct Line’s homepage had a visual design that was appealing.

In contrast to this, consumers thought that the visual appeal of Admiral’s website was somewhat lacking as it looks a little ‘child-like with its cartoonish characters’ and quite a number of consumers found that the website was only geared towards car insurance.

The multiple use of the ‘get a quote’ call to action on the Direct Line homepage with clever placement of use of colour also increases success. As does the simple and clean design of the page which allow customers to understand very quickly what it going on and where to find what they need in order to move on.

If you would like to listen to my colleague Gerard Farrell, our Senior Client Advisor, walk you through both homepages listen to our recorded webinar from the 22:35 minute mark.

Through a proprietary, task based methodology; we invite ‘In market’ consumers to visit and experience the customer journey on your site.

We also measure the performance of your competitors’ sites in a similar fashion with a separate group of ‘In market’ consumers. This enables us to benchmark the performance of your brand within the marketplace and against the competitive landscape. We can tell you why some customers abandon the purchase journey on your website and complete purchase with a competitor.

We can provide you with a totally unique insight into how ‘In market’ consumers research and make decisions about your brand, your products and your competitors online and will help you to answer the following strategic digital sales questions:

Where do you need to focus resources to maximise online sales and customer experience?

Does your website meet best practice customer experience design for that product purchase journey?

How much effort is it to buy from you online?

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How To Do Digital Marketing From Home

COVID-19 has given us the much-needed push to utilize the digital infrastructure in place. Before COVID-19, we had an online working system, an online payment system, an online shopping system, an online education system, an online marketing system, and others, but they were not much developed because consumers were reluctant to change. There was much hesitation and trust issues regarding the online medium. Consumers preferred being physically present while conducting different activities. However, the pandemic forced us to change our perception. The days of marketing through traditional channels are long gone. We are neck-deep in online mediums, so it is very important to understand digital marketing and how it can be done.

In this article, we will be diving deep into what digital marketing is, how one can easily practice it at home, and what other courses one can opt for to become better at what one does.

The Concept of Digital Marketing

Companies today are using online mediums to market their products, brands, or services, interact with potential consumers, and nurture their relationships with existing ones. “Digital marketing” means interacting with consumers through online mediums. Various channels through which companies can interact with their consumers include:

Social media platforms − this includes Instagram, LinkedIn, Facebook, WhatsApp, Hike, Snapchat, YouTube, and others.

Email marketing − This marketing method costs the least amount to the company and brings in sales for the company. Here, the company creates an email with a catchy subject line and an appropriate body, always calling for action at the end. The company sends an email to the consumers’ personal email addresses, which they can read at their leisure.

How to Practice Digital Marketing at Home

After understanding what digital marketing is and what the mediums are through which we can do digital marketing, let us understand how one can do digital marketing at home.

SEO marketing (Search Engine Optimization) − it is a form of digital marketing where digital marketers share content that has a lot of keywords, relevant backlinks, hashtags, the correct headings (H1, H2, H3), and others. There could be different types of SEO.

Technical SEO − In this section, we target technical keywords such as Java, Python, BlockChain, C#,.NET, Aria, VoiceBake, TalkOver, and others.

Content SEO − this includes keywords in various articles published by the company.

On-page SEO − These keywords are visible on the page.

Off-page SEO − Their keywords are hidden on the page or are not visible.

Local SEO − When you want to make your content local and generic, then you can use the relevant keywords; for example, sentences like “the best place to be in Howrah,” “the best coffee shop in Howrah,” “the best movie theatre in Howrah,” and others.

Content marketing − For being good at SEO, on social media, in email marketing, or on your website, it is integral for you to create good content. You need to have good communication skills and the ability to write catchy phrases that can attract and retain viewers. There are various courses that you can apply to that will teach you how to create good content. Various sites that you can use to learn the same thing are Tutorialspoint, Udemy, Coursera, Upgrad, Great Learning, Misho, and others. For example, opening your articles with questions, writing them in a form that feels like communication, using simple English and not a high vocabulary, making short and simple sentences, using relevant proverbs and phrases, and making short and crisp content are just some of the tips.

Email marketing − this involves sending emails to your database at regular intervals, with catchy subject lines and interesting mail bodies. For example, receiving special discounts on your birthdays, anniversaries, or other special occasions in the form of personalized emails

Doing digital marketing today is not an expensive proposition. Some tips and tricks can easily do wonders with the right target audience, good content, and appealing images. Even targeting particular keywords on browsers and social media is not expensive. You can find a myriad of content available on YouTube as well as follow people on social media who are ready to share their tips and tricks with you. You can obtain knowledge as well as degrees through various online platforms before running into the digital marketing world. Today, all you need is the desire to succeed in the creator economy. Today, digital marketing is the future.

How Event Marketing Should Fit Into Your Online Marketing Strategy

When it comes to promoting products and services, organizing events offers opportunities for companies to effectively raise the level of public attention and generate interest around their brand. While the means by which companies have capitalized on such events differ, at inSegment we have discovered that integrating a strategic digital marketing campaign throughout each step of the planning process—before, during, and after—will result in the overall reduction of costs and a substantial increase in the marketing ROI of the event.

Plan at every stage of the event to create a memorable experience for your existing and potential customers. This includes the pre-planning and the final evaluation stage, which should help you assess the overall success. Carefully approaching the campaign from every angle and understand that setting up KPIs increases the likelihood of having a productive and rewarding event for your business.

Before the Event

Supplementing your event with effective online marketing tactics boosts chances of increased attendance, interest, and overall success. Tactics as simple as promoting upcoming events via social media are being used by marketers for optimized lead generation, with 59% of marketers using social media for 6 hours or more each week.

Here are some tips for approaching your strategy:

Setup a private company event at the tradeshow or conference. Rent a suite and do a special seminar, insider’s group event or a party. You can even sell (or comp) tickets for this event by using a ticketing program, such as Eventzilla, to accept payments and issue tickets. Eventzilla has tools to promote your events through social media platforms like Twitter, Facebook, and Google+. It also allows you to send email blasts to people who signed up, letting them know about logistical changes.

Give bonuses for those who promote your event postings on social media. Many brands will give out free parking at the event or merchandise when fans prove they are following the group dedicated to event on Facebook. If you have any participating sponsors, invite your followers to like their pages as well, for a possible discount or to enter a raffle.

If your company executives give a keynote speech or a master class at the industry event, display an event countdown. Include a speaker’s bio and links to their personal website and/or social media profiles. Get people excited and show them how they will benefit from the attending the presentation.

Use social media software, such as HootSuite or Buffer, to schedule and organize your posts during the weeks leading up to the event. This will help you keep track of what to post and when, and you can easily discover trends within your most successful posts. Be adaptable – if certain posts aren’t performing great, explore different methods. Find out which one works most effectively with analytics tools offered by these platforms.

During the Event

Invite attendees to use the hashtag that you create specifically for the event. This is an excellent way to get people talking, and collect all the videos and photos taken by the guests. Take it a step further and provide a prize for the most creative photo using your hashtag.

Plan time to organize face-to-face meetings for your customers, partners and journalists with your company executives during lunch breaks, after-hours cocktail or reception. Not only will they feel appreciated, but networking at your event can be the catalyst towards future business opportunities or getting favorable press coverage.

After the Event

Even after the last guest leaves, you are still far from finished. Go the extra mile and leave a lasting impression on your guests by assuring every one of them that they were vital to the event’s success. Here are a few tactics to really wow your attendees:

Send follow up emails to each guest. Remind them that the event would not have been possible without them. Keeping in contact with your guests long after the event is finished is a great way to make them remember you. Use a separate nurturing stream utilizing your marketing automation system, such as Marketo, Eloqua or Pardot.

Thank the guest speakers you invited, even if they couldn’t make it. This will show them that you still value their expertise and will be grateful if they participate in your next event.

Don’t forget to update your event app or microsite with the recap of the event and give an opportunity for them to sign up for a newsletter to get future events updates.

To Wrap Up…

A great supplement to any company’s event marketing, online tools can reap big rewards when done with purpose. An extensive understanding of your company’s selling points, relentless planning, and killer online marketing campaign is key to success.

Image Credits

Screenshot taken April 2024

Content Marketing Online Training Course

Content Marketing Learning Path Learn how to create and implement an integrated content marketing strategy to fuel your marketing activities How will this Learning Path help me and my business?

This structured e-learning activity will help you or your team learn how a strategic approach to content marketing can help elevate your business performance on a multitude of levels – from visibility to brand loyalty and conversions. You’ll learn how to create your own content marketing plan, tailor it to your current activity and identify areas of potential.

As you work through each topic in the course, we recommend and explain the most relevant member resources, so you can download templates to plan, manage and optimize improvements to your website.

What is a Learning Path?

Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.

Unlike many online e-learning courses, each module is self-contained, so you can quickly access guidance to help improve your marketing activities.

Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.

We appreciate finding time for skills development is a challenge. Our Learning Paths enable training to be bite-sized, engaging and – crucially – results orientated. When combined with our suite of templates, you’ll soon be taking your marketing activities to the next level.

Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)

Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.

Development Objective

Members who successfully complete this Learning Path have the ability to review the current contribution of content marketing to their organization and then create and implement a planned approach to increase the effectiveness of their content marketing and apply practical content marketing techniques.

Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.

Learning Objectives

Explain the benefits of content marketing and structure a content marketing plan

Evaluate your process for managing content marketing in relation to your competitors

Complete a comprehensive audit of website assets and compare content effectiveness and group related pages

Review and select from different content types and format to meet your communications objectives and optimize the performance of on-site content

Understand the difference and intersection between earned and owned media and effectively implement influencer relationship management (IRM)

Describe communications goals of different types of landing pages while reviewing and optimizing landing page effectiveness using analytics

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1 – Content marketing opportunities

Define a planned approach to content marketing

Benchmarking your content marketing

Complete a content audit

Understanding consumer keyword behaviour

Make the case for investment in content marketing

Topic 2 – Content marketing Strategy

Define content marketing strategy

Ideation for content marketing

Define content strategy to earn links

Create a content editorial calendar

Influencer marketing

Define marketing communication budget

Topic 3 – Improve content marketing activities

Practical blogging techniques

Define landing pages

Define data capture and profiling

Building cornerstone content

Compete using ‘Skyscraper Technique’

Online copywriting essentials

Evaluate content marketing ROI

Roles who will find this Learning Path useful

Managers responsible for increasing the contribution of digital channels in their organization, including Digital Director and digital marketing managers

Marketing executives or specialists

Consultants or agency account managers

Email Marketing And Automation Online Training Course

Email Marketing and Automation Learning Path Improve your email communications and marketing automation using a strategic, data-driven approach and best practices How will this Learning Path help me and my business?

This structured e-learning activity will help you or your team learn how a strategic approach to email marketing communications and targeting can boost audience engagement and sales. You will also learn practical tips and view examples that will help you to optimize your emails to boost response.

What is a Learning Path?

Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.

Unlike many online e-learning courses, each module is self-contained, so you can quickly access guidance to help improve your marketing activities.

Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.

We appreciate finding time for skills development is a challenge. Our Learning Paths enable training to be bite-sized, engaging and – crucially – results orientated. When combined with our suite of templates, you’ll soon be taking your marketing activities to the next level.

Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)

Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.

Development Objective

Members who successfully complete this Learning Path have the ability to review the current contribution of email marketing and automation to their organization and then create a plan to improve subscriber engagement and value with activities to manage and optimize email sequences as part of the customer journey.

Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.

Learning Objectives

Make a case for investment in email marketing and automation by reviewing opportunities and understanding marketing automation options.

Forecast email campaign response and programme improvement by defining goals and metrics as well as auditing current effectiveness against benchmark performance.

Review techniques to grow subscribers, increase subscriber engagement and improve email list quality.

Improve lead nurture, reactivation emails and integration of SMS marketing.

Review lifecycle automation options and the use of segmentation, targeting and creative optimization to improve the response of different email and newsletter formats.

Create and agree an email contact strategy and policy and improve pre-broadcast processes and checklists based on best times and frequency for broadcast.

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1 – Discover email marketing and automation opportunities

Review opportunities for using email for acquisition and retention

Understand marketing automation opportunities

Audit email effectiveness

Topic 2 – Setting targets for email marketing

Goal setting for email

Review techniques to grow and improve email subscription lists

Benchmarking email performance

Topic 3 – Improving your use of email and SMS marketing

Review your use of different email types

Essential email design elements

Improve email copywriting

Create an effective e-newsletter

Test and optimize subject line effectiveness

Define data capture and profiling

Review and improve mobile email effectiveness

Integrated SMS marketing

Topic 4 – Segmentation and targeting for email

Segmentation and targeting

RFM analysis

Understand the principles of machine learning and AI

Topic 5 – Email frequency and contact strategy

Review email lifecycle automation options

Create an email contact strategy

Lead scoring and grading

Topic 6 – Improve email governance

Privacy law requirements for digital communications

Select an email supplier

Auditing and improving email deliverability

Roles who will find this Learning Path useful

Company owners and directors working for smaller businesses

Digital marketing managers, executives and specialists responsible for email marketing

Consultants or agency account managers

How To Choose Vpn For Android?

One of the most beneficial developments to the computer business ever is VPN. Applying the encryption algorithm to secure the internet service, it assists in keeping our online activities private. Whatever you do on the device, a VPN service conceals your presence on the network.

Continue reading to learn why it’s crucial to use an Android VPN and how to choose the best one.

What Is A VPN?

A dependable option to safeguard your online activity is using an Android VPN service. As your phone sends a ton of personal information, hackers will try to target this information. Your phone exposes you to identity fraud and other online risks whether you use a cellular connection or Wi-Fi.

Internet traffic to and from your device is hidden using a virtual private network (VPN). Your data is sent via encryption, which scrambles it so anyone attempting to intercept it cannot decipher it.

Why Is It Important To Use VPN For Android?

Every user should think about utilizing a VPN because there are several benefits to doing so on Android. Let’s review a few of the most important.

● Enhanced Security On Public Wireless Networks

Public Wi-Fi hotspots undoubtedly frequently save lives. They might, however, get into a great deal of trouble. One can never be sure who is on public networks and what they do. Your private activities do remain private, provided you select a reliable VPN service. In reality, this is one of the key benefits of using a VPN when using public Wi-Fi while you’re out and about.

● Avert Geographical Limitations

The user’s IP address is one method for determining geolocation. You might not have access to certain types of content because some websites and services limit their video content according to where you are. A VPN makes your local server’s location appear to be somewhere else, like another nation, by disguising or spoofing its actual location. Price discrimination is another issue. Geographic segmentation is used by online firms, and as a result, the price of a good depends on where the buyer is located.

● Enhances Online Privacy

Nonetheless, many people keep disclosing their personal information on unsafe websites, even though no one should be able to follow your online actions by looking at your IP address. By masking it as regular traffic, a VPN helps keep your data private from other internet users. Your IP address is changed so that hackers cannot identify you or steal your identity.

● Prevent ISP Tracking ● Avoid Censorship And Monitoring

Due to governmental limitations, censorship, or surveillance, some locations might not have access to particular websites or services. These individuals may navigate freely online thanks to location spoofing, bypass firewalls, and visit banned websites.

What Are The Main Criteria for choosing VPN?

These are the few things you need to remember when subscribing to a VPN.

● Support Across Platforms

The days of only using PCs or laptops to access the internet are long gone. Nowadays, individuals connect to the internet through Android smartphones, iPad, Smart TVs, Fire Sticks, Kodi, and game consoles. Your device needs VPN protection if it is communicating with the internet. Thus, it’s critical that your VPN supports the broadest range of hardware and software platforms and permits multiple concurrent connections.

●  Encryption Protocol

Your connection is encrypted by VPNs; however, the security of your data and activity depends on how strong the encryption is. Nowadays, OpenVPN is the most secure protocol, and the majority of the best VPNs offer support for it.

●  Speed

VPNs do slow down your internet browser to some extent because they encrypt all of the traffic. But the vendor will determine how much the speed reduction is. The finest VPNs ensure this decrease is as small as possible, and occasionally VPNs can even increase your speeds for downloading and uploading.

●  Number of Servers

You have more alternatives for connectivity the more servers a VPN has listed under its name. Because of the reduced likelihood of connection drops due to server latency, this reduces server overload. Also, this speeds up your connectivity, particularly if you are linked to a server nearby.

Conclusion

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