digital marketing beyond the buzzwords
TRANSCRIPT
Digital marketing: beyond the buzzwords
David Hirsch
Head of Financial Services
About Bupa
6mcustomers in Australia and New Zealand.
84,000employees worldwide.
18,000in Australia & New Zealand
customersWorldwide.
190countries.
32m
Longer, healthier, happier lives. +
Our Health and Care Services in Aus & NZ
Pet, Travel, Life, Home & Car Insurance
Bupa believes we can make a real difference to peoples lives through the way we deliver personalised care across a range of health services.
Health Insurance Aged Care & Retirement
Dental Optical & Hearing Medical Medical Visa Services
Rehabilitation
Looks can be deceiving
Review & Adapt
With a focus on performance.
strategy & digital mix
conversion optimisation
creative & page designs
tagging & call tracking
KPI’s
always on campaign
optimisation
agency
Paid Search
• In depth keyword and market/competitor analysis across all products
• New keywords & landing pages
• Optimised channel performance –tagging/attribution/continuous/real time
Display/Social
• New creative
• Improved the quality and breadth of where we played
• New landing pages
• Real time performance optimisation
Retargeting/Awareness
• Commenced range of initiatives to build retargeting pool
Design/UX
• Implemented fully responsive designs from initial click through to the sales pathway.
With a focus on a mobile first mindset.
Content & SEO
• Commenced always on content, outreach and SEO program
Travel Insurance
CPA Improvement
334%
Pet Insurance
CPA Improvement
300%
Home Insurance
CPA Improvement
194%
Landlords Insurance
CPA Improvement
194%
In summary
• 20 -334% improvement on CPA’s across product lines
• More spend available for new initiatives
ProductCPA
ImprovementTravel 334%
Pet 300%
Motor 242%
Home 194%
Landlords 260%
Life 100%
Boat 21%
Caravan 36%
Question’s we should be asking..
Where do we sit in the online competitive landscape?
What is our consumer decision journey?
How do we measure digital CPA for each channel?
Are we optimising for conversion everywhere?
What does it take to win online…
Fend off competitors
Innovate
Increase Revenue
Right Message
Right Time
Right Place
Decision Journey GoalsContent Goals
Strong industry
partnerships
Natural flow to commercial pages
High consumer
engagement
Business Goals
alignment
What’s next..
CROSEO &
OUTREACH
Utility SXSW
“Always challenge the status quo, never assume that you’re getting the best value for your investment and
make your dollars work for you.”
Doing it, doesn’t mean you’re doing it well.
uestion’s?