Tag Archives: marketing

Five trends from The Future of General Insurance event

Describing key insurance trends at The Future of General Insurance event
Describing key insurance trends at The Future of General Insurance event

This week I spoke at The Future of General Insurance event about our latest Insurance Industry Technology Trends report at Endava. Here’s a brief summary of the presentation.

Endava works in many industries, and we can see what companies outside of insurance do really well, that insurers can learn from. We have found 20 ‘trends’, of which we covered five most relevant ones to general insurers at the conference:

  • IoT (Internet of Things) are slowly redefining how consumers perceive ‘insurance’
  • Moving to mobile first interfaces
  • Using social media
  • The use of digital marketing in the insurance industry
  • Building self-service into systems

Continue reading Five trends from The Future of General Insurance event

Sitecore EMEA Partners Summit 2015 – conference notes

Today was the Sitecore EMEA Partner Summit 2015 at the Riverbank Park Plaza hotel in London. We, Endava, are a Platinum Sitecore partner and I’ve often considered Sitecore’s partner programme one of the best developed technology partnership programmes out there – and certainly one that other companies could learn a lot from.

These notes were taken at the conference using OneNote and a stylus (or perhaps it should be called a Microsoft Pen ha ha!!) – which I then quickly converted to text. I’ve had a quick read through, but if anything looks out of context, it probably is – please comment at the bottom of the post and I’ll correct it.

Continue reading Sitecore EMEA Partners Summit 2015 – conference notes

Book Review: Real Leaders Don’t Do PowerPoint by Christopher Witt

Wean yourself off the PowerPoint addiction with Witt
Wean yourself off the PowerPoint addiction with Witt

Real Leaders Don’t Do PowerPoint is a great book which will help wean you off PowerPoint and help you to present more effectively.

About a year ago I stopped using PowerPoint during my presentations of the latest Digital Services offering from Endava. I had presented it dozens of times before, and knew the details of the offering. Once I stopped taking my laptop to presentations, colleagues in the room began commenting about the increased passion and asked me to present more, often to a more senior audience. Continue reading Book Review: Real Leaders Don’t Do PowerPoint by Christopher Witt

Trends snapshot: Blockchain, self-service and digital platforms

Blockchain, self-service and single digital platforms are the key trends we are seeing across industry verticals (media, financial services and insurance) at the moment.

Blockchain

Get your Blockchain T-shirt here while it's still cool
Get your Blockchain T-shirt from Zazzle to show the World you know what it is

Blockchain is a centralised, distributed ledger. Its most famous use is Bitcoin to track all the individual ‘bits’ of Bitcoin.

In Insurance it might be a list of all insurable assets. In media the chain can store media assets. In Financial Services it can store equities. Continue reading Trends snapshot: Blockchain, self-service and digital platforms

The cross selling and upselling business model

This is the ninth part of the series on how companies can make money from high traffic websites. In this post we’ll discuss cross-selling and upselling. As we’ll demonstrate, cross selling doesn’t need high traffic to sell more products.

At Endava we work with companies who are capturing data about their visitors and attempting to personalise the experience, usually with a goal of providing superior service, or selling more goods.

It’s all about the customer (and CRM is key)

At the heart of this solution is a CRM (Customer Relationship Management) system. CRM has become synonymous with large, expensive and difficult IT programmes.

Continue reading The cross selling and upselling business model

11 ways to monetise large digital audiences

The Mail Online homepage - it's ain't pretty, but it attracts a huge audience
The Mail Online homepage – it ain’t pretty, but it attracts a huge audience

The UK’s Mail Online newspaper website now has 189.5 million monthly unique visitors, that’s two and a half times the population of the UK.

Working on a month of 22 weekdays plus 4 weekends, the Daily Mail sells 52.1 million newspapers, read by 129.4 million people. Whilst it’s difficult to compare those readership figures with the website’s monthly unique visitors, there’s probably the same level of inaccuracy in both figures, which can make them ballpark comparable.

Back to the website for a moment – how can a monthly readership of almost 190 million users be turned into revenue?

Continue reading 11 ways to monetise large digital audiences

Getting the first 500 Twitter followers is the hardest

Labour Party Twitter Banter
Even political parties can have some banter on Twitter

I’ve dabbled with Twitter for a while. I opened my account over five years ago on the 16 January 2008.

In those five years I’ve described Twitter as pretty much everything from “The Emperor’s New Clothes” to the third best free social media website. The point is, if you are looking for web traffic, Twitter is an excellent tool that borders on the obligatory.

The problem I found is that your engagement with Twitter keeps plateauing. You get a number of followers, you find a number of people to follow, and it remains stagnant for a while.

I’ve been to presentations from Twitter users, such as Bill Boorman, who have large followings, but that didn’t work either. I had 200 followers when I went to the presentation in October 2011 and the advice didn’t seem to work for me.

I read The Tao of Twitter which is a great book and I recommend you read it with a highlighter pen. I read it twice in a few days, and started following the book’s advice. I quickly built up a bigger following. I then discovered other tricks to accelerate this further.

One golden rule before you start – whatever you do, don’t buy Twitter followers.

And here are the tips for getting quality Twitter followers relatively quickly:

  1. Tweet at least 3 times a day. Make sure it’s relevant content – so include some consistent keywords. Personal stuff works occasionally – see #4. Tips 6 & 7 will help you with content suggestions.
  2. Retweet other interesting or funny tweets. Use a blogger outreach platform to source content, such as Triberr. These websites are a win-win for the authors who are trying to promote their content and Twitter users looking for good content.
  3. Friendly banter with friends is good. Don’t make your feed too dry. Banter displays personality. Even if you’re a political party.
  4. Follow back new followers, except obvious spammers.
  5. When reading an article on say, a news website, express your opinion in a tweet. Always include a link to the article too. It’s difficult to condense an opinion into less than 140 characters, but try. In fact, you should try to use only 135 characters so that others can retweet your content prefixed with an “RT: “.
  6. When reading an article on your news or sports sites, if you see a snippet or “sound bite”, tweet it with a link back to the article.
  7. Find relevant industry/ topic tweet chats, and join in. I’ve usually accumulated an extra 25-50 followers (that’s a 5-10% growth) shortly after twitter chats.
  8. Use #ff (it stands for ‘Follow Friday’) on Fridays, especially to new followers from the week. Group similar users together in one #ff and another hash tag to describe their commonality. The chances are, they’ll retweet this to their followers.

Finally, please let me know if this article helps you and I may produce other similar guides.

Evian’s Wimbledon Wiggle by We are social

This is the sixth year of Evian sponsoring Wimbledon

We are social found that people we already using the live young tag line in tweets without any prompting

Out of office brainstorming session led to an idea that wasn’t received well by the client. Back to the drawing board…

Wimbledon wiggle came from how the server in a tennis game does a quick ‘wiggle’ before serving. Its obvious and recognisable.

They commissioned some music and created this video:

There was a low barrier to entry for the wiggle.

They created a Facebook app for users to upload their video. Then celebrities including Jonathan Ross joined in. Then Sharapova, who was already an Evian brand ambassador, wiggled.

The best wiggles were shown on outdoor public screens.

80,000 people interacted with Evian, with a 90 million reach

Evian achieved almost 75% share of voice for Wimbledon last year despite having a lower budget than other sponsors such as HSBC and Rolex.

See the other presentation notes from ad:tech.

SAP & Salesforce shopping trips this week

What a week it’s been for some Digital Media businesses with two significant purchases:

SAP & Hybris ($1-$1.5bn)

SAP has bought Hybris for around $1b-$1.5bn. SAP provide enterprise application software – from HR to Finance to stock and supply chain management to CRM to Business Intelligence. They have almost all have over a quarter of a million customers, mostly SMEs, although they are best known for their huge implementations. SAP had revenues of $3.6bn in Q1 2013, with profit after tax of $520m.

Hybris is one of the most widely used industrial-strength e-commerce platforms. Hybris generated around $110 million in revenue in 2012 and has about 400 customers worldwide including Levis, Samsung, P&G, GE, Nikon, Ericsson, Oakley and Nespresso.

Salesforce & ExactTarget ($2.5bn)

ExactTarget share price w/c 3rd June 2013
Wish you bought ExactTarget shares earlier this week?

Salesforce has bought Exact Target for around $2.5billion. Salesforce.com is one of the biggest enterprise SaaS (Software as a Service) offerings, specialising in the full sales and CRM lifecycle. Total Q1 2013 revenue was $893 million with a net loss of $67m.

Exact Target are one of the best outbound delivery systems out there. ExactTarget’s latest earnings guidance was $376-$379m for the year. In Q1 2013 they had revenues of $88.9m and a net loss of $11.6m. Disclaimer: Endava are an ExactTarget partner.

Five Key Internet Megatrends: 2. Real money

Credit:
When will the advertising bubble burst?
Credit: http://www.turquoisebranding.com/2011/blogs/06/01/mad-magazine-billboard-advert/

Key points:

  • The marketing super bubble will burst
  • Look at Asia for real money
  • But we still need advertising for the discovering new products

The advertising industry has developed from a simple promotional industry, to the main business model for some of the biggest Internet companies.

In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide.

In the first quarter of 2013, Google advertising revenue was $11.9 bn. Advertising revenue was 92% of Google’s revenues for the quarter.

For the fourth quarter 2012, Facebook’s revenue from advertising was $1.33 billion, representing 84% of total revenue.

Google & Facebook earn advertising revenue by selling clicks on adverts, called CPC (Cost Per Click). CPC is a fantastic business model because advertisers bid for the keyword using two variables – the maximum they’re willing to pay for a user to click through to their website, and the maximum budget they’re willing to spend per day.

CPC is a great business model because companies will keep coming along and outbidding their competitors. Industry magazines contain articles asking their members to stop outbidding their competitors because it is out-pricing everyone in their market and increasing advertising costs for them all.

There’s a deeper problem with advertising though. Users don’t go to Facebook or blogs to shop.

I’ll even question whether people go to Google to shop. For instance, I’m writing this post on a Friday afternoon. According to Google, the top searches in the US today are:

  • George Jones
  • Nfl.com
  • Jarvis Jones
  • NFL Draft

Here in the UK there’s only one item in the top trend – Sarin. (To provide some context, there’s some evidence Sarin has been used in Syria).

Here’s another interesting fact. If you look at the top searches on Google, try looking for any searches you can actually buy. I’ve tried combinations of time periods and locations, and the majority of the searches are for specific websites – facebook, youtube, hotmail, and so on.

We are beyond the tipping point of advertising products to users.

We’re already inside a huge industry bubble, with too many businesses reliant on pure advertising.

There is a requirement to continue advertising though – for product discovery.

Like thousands of other homes across the country, we do our grocery shopping online. And the typical grocery shopping website is awful. It’s completely single-product focussed, based on Amazon ten years ago. A single page contains a single product for sale, and perhaps some small thumbnails along the side or the bottom of the page for recommendations.

Customers need to know what to search for to find this product - what about other varieties?
Customers need to know what to search for to find this product – what about other varieties?
Credit: http://www.flickr.com/photos/45501032@N00/3726589535/in/photostream/
Heinz soup varieties
Credit: http:[email protected]/3726589535/in/photostream/

Look at the image opposite, a tin of soup from Tesco supermarket. Compare this with the soup shelf in my local Tesco supermarket. The shelf contains many varieties of soup, so when I go to the shop and I’m looking for a specific flavour of soup, in my peripheral vision I’ll notice a number of other flavours.

This analogy can work in two ways. First, it can help Heinz sell more varieties of soup, and secondly it can help me to discover flavours of soup I might not have previously considered.

Another analogy of discovery is music. I use Spotify, which contains all my favourite music tracks, and listen to the car radio to discover music I might not have discovered on Spotify. If I hadn’t listened to the radio, my playlist on Spotify wouldn’t have changed since I started the service.

We need advertising to help us discover products and services outside of what we search for. The Internet, as great a tool as it may be, is still based on users searching for what they already know.