Transcript Ford Insurance - JCG Group Ltd

The New Direct
Marketing in a MultiChannel World
Insurance Direct Marketing Forum
Wayne Rosenberger – Harte-Hanks
September 15, 2008
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The Old Paradigm vs. The New
Old
New
Media optimization
Media integration
Branded direct Creative
Brand driven by the Web
Off-line database
Real time data
Measurement by media
Aggregated measurement
Post mortem analytics
Real time analytics
Offers driven by models
Offers driven by interaction
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Multichannel Marketing Vision
Goal
Today
Campaign-Centric
Audience
Overall
Audience
Channel
Customer-Centric
Strateg
y Shift
• Generic
Content
Audience
Persona 1
Persona 2
• Drive RX
Campaign
Performance
Persona 3
Multichannel
• CrossChannel
Optimization
• Relevant
Product
• Meet Indv.
Needs &
Interests
• Right Time
& Channel
Means of Getting There
User Research & Segmentation
Data Integration
Behaviors
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Descriptors
Ongoing Program
Optimization With
Analytics
Business
Impact
Campaign
Performance
The New Components
• Search
• Podcasting
• Rich Media
• Videocasting
• Behavioral Advertising
• Mobile Messaging
• Contextual Advertising
• Widgets
• Blogs
• Web 2.0 & Social
Networking
• RSS
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Web As A Selling Tool
Preference-Driven Message
Existing Customer
New Customer
Dynamic Content Messaging Engine
Preference
Profiles
Preference Center
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Subscription Form
Web As A Selling Tool
Behavior-Driven Message Model
Your Website
Trigger
personalized
abandoned cart
message
Transactional Messaging Engine
Behavior
Profiles
Lifecycle Scoring
abandoned
cart
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Web
Analytics
Dialog Messaging
Communicator
• Combine customer preferences, behaviors and marketing rules
to control message content and timing
• Identify tactics based on customer
lifecycle stages
• Link messages to online
and offline behavior using business rules
• Trigger sequences to connect lifecycle stages
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Horizon (BCBS New Jersey)
Paid Search Case Study
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Business Situation
• Horizon BlueCross Blue Shield is the leading insurer in the
state of New Jersey in the Individual Under 65 market
• Existing programs included direct mail and print as lead
generation mechanisms
• Captive inside and outside sales groups closed all sales
• A marketing database supports all marketing activity
• Results from existing lead generation programs had
flattened out
• Need for additional channels to generate leads and sales
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What’s Really New About This?
• Instant engagement with customer
• At the moment and the place they’ve decided they need to buy
• Perfect mix of location and timing
– Location is right in from of them
– Timing is all the time, any time, every time, whenever they’re ready
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Search Engine Marketing
Program Description
• Paid search through Google and Yahoo
• Data capture landing pages
– Distraction-free, competition-free
– Low bandwidth demand
• Instant lead transfer to inside and outside sales
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Search Engine Marketing
Methodology
• Buy keywords that ensure
top 3 positioning
• Write compelling ads, and
test them
• Track visitors through to
conversion
• Use landing pages that
will help complete the sale
• Optimize based on
conversion results
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Many Channels – Same Result
Search
Direct Mail
Offline Response
Go to URL
Click
Landing Page
Data
Capture
= offline process
= online process
Sales
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Fulfillment
Enrollment
The Search Result
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Additional Channel
Direct Mail
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Landing and Data Capture Page
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E-mail / Blackberry
Instant Message to Sales
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Results – A Multichannel Success
• The search engine project exceeded projections
• Equivalent of mailing 146,400 pieces
• CPL is equivalent to mail
– CPL is <$20.00
• Conversion rate to sales is exceeds all other media
• No degradation of direct mail results
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Where Else This Might Lead
• Greater integration of online and offline media
– Traditional media used to push searches and landing page visits
• Online enrollment application
– Self-directed
– Assisted by inside sales
• New markets
– Seniors
– Adult children of seniors
• Member services
• Retention
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Customer Centricity –
Automotive Industry
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Our Objectives
Provide the dealer network with a
best-in-class, national direct marketing program that
builds dealer-customer relationships
Drive customer pay revenue
More multi-channel integration
Increase speed to market
Generate greater return on investment
Optimize dealer enrollment and participation
Continually reinvent program offerings
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Marketing Communications
• Provides Dealers with greater access to create “intelligent” multichannel communications, reduce dealer cost, and increase
overall response
Response
Segment
Channels
Programs
New
Channels
Direct Mail
Best
Opportunity
Timed-Based
Communications
Email
Automated
Dealer
Automated Voice Messaging
Maintain
Call Center (Outbound)
At Risk
Text/Mobile
Winback
Triggered
Communications
BehaviorBased
ConditionBased
Follow-up
Sales
Events
Accessories
Newsletters
Event
Communications
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Personalized
Websites
Website
Call Center
Communication Plan – Built in Solution
• Automated/Loyalty Campaigns
– Service Reminder – vehicle based
– Relationship Marketing – customer based
• On Demand Communications
– Express Campaigns
– Custom Campaigns
• Triggered Communications
– Immediate, triggered responses based on response/non-response
to above campaigns
– Confirmations
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Personalization, Relevancy, Response
• Data-driven communications based on customer insights,
activities and placement in the customer lifestage
Personalization Engine
Segmentation
Demographics
Vehicle
New Owner
Gender
Make
Profile based (single,
Young family, etc.)
Age
Model
Best Customer
Income
Year
Defection Risk
Presence of Children
Vehicle Lifestage
Regional
Offer
New
Snow, Heat, Seasonal
No Offer
Mid-stage
Behavior Driven
Reward
In-market
Service Elsewhere
Incentive
Referral Program
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Vehicle Sales
Channel
Own
Email
Lease
Postal Mail
Used
Phone
Personalization, Relevancy, Response
• Data-driven trigger based programs that integrate within
a lifecycle communication framework
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Vehicle Driven
Behavior Driven
Handraiser
Customer Relationship
•Mileage
•Timing
•Change of Service Venue
•Service Experience
•Survey Response
•Observed- Data Driven
•Offline
•Online
•In Person
•Anniversary
•Safe Driving Tips for Teens
•Child Safety
•Birthday Cards
New Customer Lifestage
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Mid-Cycle Customer Lifestage
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Back In-Market Customer Lifestage
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Complimentary Download
• www.harte-hanks.com/InsuranceDMForum08
Point of View
Paper
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