The document discusses harnessing mobile digital technology to connect with clients through inbound marketing tactics. It provides an overview of the differences between traditional outbound marketing approaches that push messages versus inbound marketing that facilitates relevant, consumer-driven content. Examples of digital content types that can be used at different stages of the marketing funnel are also presented, from generating awareness to converting leads. The purpose of digital engagement in the insurance industry is discussed, focusing on keeping policyholders engaged through responsive digital experiences and enabling full transactions across mobile devices.

1. IDEAS
THAT
FIT
NEW
BRAND
THINKING
WWW.HKLMGROUP.COM
HARNESSING
MOBILE
DIGITAL
TECHNOLOGY
TO
CONNECT
WITH
CLIENTS
By:
@Jingo27

2. 2
©
2012
Deloi+e
Touche
Tohmatsu
Limited
Who
am
I…?
@jingo27
#b2bcontent

3. 3
©
2012
Deloi+e
Touche
Tohmatsu
Limited
What
Are
The
Major
Differences?
Outbound
Inbound
VS
Some
of
the
key
differences
between
tradiFonal
outbound
tacFcs
that
businesses
have
relied
on
to
push
out
their
messages,
and
the
powerful
relevant
approach
inbound
markeFng
uses
to
connect
with
and
facilitate
sales
and
discerning
buyers.
Inbound
MarkeFng
Consumer-­‐driven,
Fmely,
content-­‐rich,
soluFon
based
Outbound
MarkeFng
Marketer-­‐driven,
disrupFve,
hard
sell,
product
based
Blogging
Social
Media
SEO
PodcasFng
Email
MarkeFng
to
owned
lists
Broadcast
&
Print
Cold
Calling
TelemarkeFng
Tradeshows
Email
to
Purchased
Lists

4. 4
©
2012
Deloi+e
Touche
Tohmatsu
Limited
What
is
ZMOT
And
How
Does
It
Effect
Me?

5. 5
©
2012
Deloi+e
Touche
Tohmatsu
Limited
ZMOT
in
acUon

6. IDEAS
THAT
FIT
NEW
BRAND
THINKING
WWW.HKLMGROUP.COM

7. 7
MarkeUng
Content
Matrix
Awareness
Purchase
EmoFonal
RaFonal
Video
Games
ArFcles
Infographics
Press
Releases
Guides
Trend
Reports
Events
Forums
Reviews
Product
Features
Case
Studies
Checklists
Webinars
Calculators
Reports
&
White
Papers
InteracFve
Demo
Smart
Insights:
Dr
Dave
Chaffey

8. 8
Digital
Content
by
Funnel
PosiUon
Needs
Content
Plaorm
/
Tools
KPI
Reach
• Recognise
Problem
or
issue
• Change
the
status
quo
• Blog
arFcles
• Infographics
• eBooks
&
Guides
• Assessments
&
Quizzes
• Videos
• Webinars
• Blog
• YouTube
• SlideShare
• Apps
• Twi+er
• LinkedIn
• Facebook
• Google
+
• Online
Ads
• PPC
/
SEO
• Email
• Traffic,
page
views,
Fme
on
site
• Downloads
• Inbound
links,
page
rank
• Fans,
followers,
likes
• MenFons,
comments
and
shares
Act
• Explore
soluFon
possibiliFes
• Define
provider
shortlist
• Commit
to
change
• eBooks
&
Guides
• Quizzes
&
Widgets
• Newsle+ers
(eNewsle+ers)
• Demo
Videos
• Webinars
• Industry
analyst
reports
• TesFmonials
• Case
Studies
• Reviews
• Blog
• SlideShare
• Apps
• YouTube
• eMail
• Website
• Click-­‐throughs,
open
rates
• Downloads
• Inquiries,
forms
• Database
growth
Convert
• Gain
confidence
in
selecFon
• Understand
ROI
to
build
a
business
case
• Gefng
Cost
and
methodology
esFmates
• Live
or
in-­‐person
events
• ROI
Calculators
• Pricing
Guides
• Total
cost
of
ownership
tools
• eMail
• Apps
• CRM
• FAQ
• Blog
• Qualifies
leads
• Appointments
• OpportuniFes
• Pipeline
size
• Closed
deals
Smart
Insights:
Dr
Dave
Chaffey

9. 9
©
2012
Deloi+e
Touche
Tohmatsu
Limited
The
markeUng
trifecta

10. 10
©
2012
Deloi+e
Touche
Tohmatsu
Limited
Content
Funnel
Community
Contact
ConnecFon
ConversaFon
ConsideraFon
ConsumpFon
Reach
Act
Convert
Branded
Content

11. 11
siFon
of
Deloi+e
Drawing
Guides
7.40
cm
2.91
Inches
6.00
cm
2.36
Inches
8.00
cm
3.15
Inches
ß11.70
cm
ß
4.61
inches
0.50
cm
à
0.2
inches
à
ß 0.50
cm
ß
0.2
inches
11.70
cm
à
4.61
inches
à
g
guides:
nd
select
’Grid
and
ing
guides
on
screen’
Purpose
of
digital
engagement
in
insurance
industry
Why

12. 12
siFon
of
Deloi+e
Drawing
Guides
7.40
cm
2.91
Inches
6.00
cm
2.36
Inches
8.00
cm
3.15
Inches
ß11.70
cm
ß
4.61
inches
0.50
cm
à
0.2
inches
à
ß 0.50
cm
ß
0.2
inches
11.70
cm
à
4.61
inches
à
g
guides:
nd
select
’Grid
and
ing
guides
on
screen’
Purpose
of
digital
engagement
in
insurance
industry
In
a
compeFFve
field
such
as
insurance,
companies
must
deliver
a
responsive
experience
to
keep
policy
holders
engaged.
Full
business
transacFons
need
to
be
enabled
with
low
latency
request
/
response
rates
24/7
from
anywhere
in
the
world
at
any
Fme.
Mobile
provides
a
wealth
of
opportuniFes
for
insurers,
most
companies
are
iniFally
only
focussed
on
gefng
a
mobile
presence
centred
around
customer
/
agent
care
are
gradually
expand
to
other
areas
including
claims,
product
recommendaFon
/
quotaFons
and
markeFng
campaigns.
How
can
insurers
use
Digital
Mobile
Customer
Engagement?
OperaUonal
Commercial
InformaUonal
Improve
Customer
relaUonship
management.
Introduce
VAS
to
facilitate
deeper
engagement
such
as
billing
alerts,
claim
processing
noFficaFons,
appointment
noFficaFon
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
locaFon
Boost
insurance
partner
revenues.
Real-­‐Fme
geo-­‐located
offers
to
targeted
mobile
users
Increase
engagement.
Move
beyond
fire
&
forget
messages
to
Constant
Contact
with
context
rich
and
relevant
advice.
DifferenUated
services.
Provide
easy
to
access
educaFonal
tools,
access
to
advice
and
agent
support.
Drive
customer
care
and
create
unprecedented
value!

13. 13
EffecUve
Mobile
Lifecycle
InacFve
AcFve
Loyal
Advocate
InteracFons
Performance
Measurement
Data
ContextualisaFon
of
analysis
Analysis
InteracFon,
engagement
and
experience
measurement
Metrics
Insights
Channel
development
and
opFmisaFon
Business
outcome,
operaFonal,
customer
saFsfacFon
Mobile
Channels
Mobile
Web
Mobile
Apps
Mobile
Ads
Sales
MarkeFng
Service
Other
mobile
touch
points

14. 14
How
to
measure
mobile
Prepare
IdenUfy
Implement
Monitor
Determine
what
can
be
measured
Business
outcome
Increased
revenue
Efficiency
Customer
saFsfacFon
Define
what
needs
to
be
measured
Mobile
app
metrics
Mobile
Ad
metrics
Mobile
web
metrics
Create
effecFve
data
collecUon
PrioriFse
apps
Phased
approach
ImplementaFon
Quality
Assurance
Evaluate
what’s
been
measured
Analyse
data
across
dimensions
Dashboard
and
repots
Compare
against
other
channels

15. 15
Mobile
insurance
apps
that
are
#Winning
LIBERTY
MUTUAL
HOME
GALLERY®
APP
Take
photos
of
your
belongings
Catalogue
each
item
by
room
and/or
category
Add
item
details
or
scan
item
barcode
for
images
and
descripFons
Capture
an
item
by
imporFng
photos
from
your
phone
Note
purchase
price,
purchase
date
and/or
take
photos
of
the
receipt
for
each
item
Export
your
inventory
as
a
spreadsheet
or
PDF
for
easy
sharing
or
as
a
back
up
in
case
your
phone
is
ever
lost
or
damaged

16. 16
Mobile
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.

17. 17
Mobile
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.

18. 18
©
2012
Deloi+e
Touche
Tohmatsu
Limited
Remember
ZMOT

19. 19
©
2012
Deloi+e
Touche
Tohmatsu
Limited
@Jingo27

20. PRESENTATION
DESCRIPTION
V.1A
●
𝟎𝟎.𝟎𝟎.𝟐𝟎𝟏𝟓
000
●
CLIENT
JOB
NAME
:)
THANK
YOU
FOR
YOUR
TIME