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6 Things Insurance Brands Must Do To Acquire New Customers Online

Your customers have transformed. They no longer wait for an Insurance agent to come by and educate them about new policies that could help them, they look for it online. A research posted on Ad Week shows that 81% consumers research online before they make any purchase. Interestingly, Insurance companies in India have been fast adopters and brands like ICICI Prudential Life and Max Bupa Health Insurance focus on building engaging experiences for their online users.
If you are an Insurance Marketer, it is imperative that your online marketing strategies are as good as your offline insurance agents and can help you win new customers online. Here are 6 things you must do if you are trying to meet new customers online. If you are unable to view the slideshare embed below, click here.

Post your comment below and tell me if this has helped you get new ideas. Also, here’s a complete guide that helps BFSI businesses scale thier digital business. Get a FREE copy today!

 

Maximizing digital conversions with website personalization

In an increasingly interconnected world, consumers are slowly but surely moving to a completely digital landscape for their transactions. This transition has a significant impact on the Banking, Insurance and Financial services domain considering the fact the users access services at more than one digital touch point. Users have grown to expect a consistent and personalized experience across all these touch points.

Thus it is imperative for a marketer to,

  • personalize the experience of new users as well as existing customers, and
  • make the most of a brand’s owned channels (website, mobile site, email, push, in-app messages) before venturing into paid avenues (display, social).

In this guide, we will talk about website personalization and how getting it right can help marketers in the BFSI domain generate incremental revenue.

Click to download the complete guide.

 

Battling for the skies – Airline price wars and a possible truce

This time it was SpiceJet that triggered it. SpiceJet announced their Rs.511 offer last month that set off an airfare war, Indigo and Air India are now looking to make similar offers in order to win customers. Around the same time, the Dublin-based no frills carrier Ryan Air announced a 7% cut in fares starting another airfare war in another part of the world.

But this is nothing new! Time and again we read about an airline dropping fares for certain routes. The discounts are so steep that other airlines must jump into the fray, triggering the infamous price war. A typical offer goes something like this:

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For an airline, discounting is the usual solution to manage seats across routes. For end customers, it is an opportunity to plan their travel in advance and avail really cool airfares for that trip. Overall, it looks like a win-win situation for both the customer and the airline and all seems hunky-dory. Except it’s not!

These absurdly low fares probably help an airline in increasing its fill rates, but do such offers help the airline optimize inventory monetization (in this case seats available)? Do your customers really get the perfect deal?

  • Wouldn’t you, as an airline marketer be delighted with a smarter and consistent discounting mechanism rather than a limited period blast?
  • While offering discounts, what if you could reach loyal customers with special offers?
  • Is there some way for you to reach out to in-market customers and provide customized/personalized offers based on their individual search criteria? Can you do this at scale for all your website/app customers?
  • And finally, what if you could maximize yield even while you offered discounts and delighted your customers?

Answering these questions opens up new opportunities for airline brands.

Royal (Loyal) customers – Typically airline brands resort to emails to connect with loyal customers. This has worked quite well and I assume that for tne next couple of years, emails will continue to be the primary channel for an airline to connect with registered users. But, this should not stop you from offering privilege discounts linked to their CRM ID. This will ensure that only registered users enjoy additional discounts that cannot be reused by other users. You could grow your registered user-base and win some more of your customer’s love.

Go after in-market customers

Reach out to customers that are currently active on your website or App across as many channels as possible with customized offers. Furthermore, deep link the landing page for such campaigns with the cart page and apply a customized offer.

Make it smarter

You might have implemented some these strategies already! But, it is important for an airline to make discounting a more sustainable and through-the-year strategy. More importantly, you need a real-time mechanism to push out custom offers for each user (based on loyal, in-market, firt time and many more). To do this you must,

  1. Gather know how of historic route-based demand and supply analytics
  2. Daily analytics of demand for each route in terms of searches > carts > purchases
  3. Partnerships with aggregators

There is an untapped opportunity to flip the discounting strategy and make it customer-centric. Result of this would be higher occupancy rates for airlines, delighted customers and probably an end to these price wars as well.

 

[Video Blog] Vizury Engage ‘How To’ Series: All About User Segmentation

If you are trying to implement a personalized marketing strategy for your brand, user segmentation is the first and the most important step. To personalize your user engagements, you need to get your segmentation right. With Vizury Engage, the Data and Marketing platform, user segmentation is quick and easy.

With Vizury Engage you can,

  • Choose from a host of pre-set segments that are preset for your vertical.
  • Or you can create niche target segments in order to implement a specific marketing strategy.

But that’s not all. The minute you create a segment, the Predictive Indicator will tell you how many users are likely to be reached with that segment and the marketing channels (like Display, Social, Email, your website) where you will reach most of users. This helps you decide if you would like to run the engagement and also choose the right channels. Isn’t that awesome?

Here’s the video, see how Vizury Engage helps you create segments and target users effectively.

This is the first in a series of ‘How To’ videos for Vizury Engage – the Data and Marketing Platform that helps you personalize customer conversations across so many different channels.

 

How I didn’t buy my lounge access credit card

It had been a lazy Sunday as usual. Late breakfast, a movie after that and a good long nap after lunch.

In the evening, as I was sipping on my tea, I was browsing through my bank’s website to look for a credit card that offers lounge access at international airports. Being a frequent traveler, getting this card was important for me. I was growing increasingly tired of the long waits sitting on uncomfortable chairs at airports. I spent about 10-15 minutes on the website and figured that a particular premium credit card offered ‘international lounge access’. It had some other benefits too and came with an annual fee.

The kids kept calling me and I said ‘just coming’. And then I heard my wife’s voice ‘honey, we need to go grocery shopping’. When the wife calls, you heed. I closed my laptop and left without looking back.

A week later…

While in transit at Kuala Lumpur airport, I had to wait 40 minutes for my flight and I didn’t have access to the airport lounge. I forgot about the card. Ahh…

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As an individual at the airport I obviously wasn’t happy with myself for not having purchased the card. As a customer, I was certainly not happy with the bank. I had spent a good 15 minutes on their website researching a specific product. Doesn’t that show intent? Don’t they analyze what users do on their websites? Shouldn’t they have reached out to me at some point in this past one week reminding me to buy the card?

The inherent marketer couldn’t help but wondering about the possible actions the bank could have taken to prompt me to buy the card I was looking for. And I had time too… 40 minutes.

  1. Engage me on the internet

While I was browsing one of the many websites (sports, news, ecommerce, etc.) that I did over the week a personalized ad of the card with its key features in at least one of those website would have helped. I would have clicked on it and gone on to buy the card for sure.

  1. Remind me on the bank’s website itself

I did login to the bank’s website at least two more times in the past week to transfer money and pay some bill. A customized Home page message with information on the card or a banner on the Logout page would have been great. Log out page would have definitely done the trick. Or even a pop up may be?

  1. Send me an email

An email with the name of the card in the subject line would have certainly gotten my attention. I received a few emails from the bank over the past week about various offers but none reminded me about this card. Why not?

4. Call from a Relationship Manager

A call from an executive would have been good too. ‘Sir, you had looked for an international lounge access premium card. Would you still be interested in buying the card? I will be glad to help you’ – that’s all it would have taken. Not intruding at all.

  1. Engagement via Banking app

I am an active user of the bank’s app too. I use it at least once a week. A customized push notification with a reminder about the card would have been perfect.

I am sure there are other customers who leave behind a data trail pointing to their ‘buying intent’ and a gentle reminder from the bank through any of the aforementioned channels doesn’t harm at all. It’s a win-win for the bank and the customer.

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To sum up the point of all this, I need to put on my digital solutions expert hat. Here it goes –

Banks need to do this to increase the digital share of their business – identify existing customers among the pool of website visitors and personalize engagement across digital touchpoints. It’s a crime not to.

Question is – is it possible? Of course it is.

Meanwhile, I have no option but to sit on these metal chairs for another 40 minutes until it’s time for me to board my flight. A good strong coffee will be nice.

Do you have a lounge access credit card? What do you think of user personalization? Write to marketing@vizury.com to let us know.

P.S: You can download the guide on how BFSI companies can increase digital share of their business through website personalization.

 

 

5 Game of Thrones characters that are using your app

Originally posted on: Daily Social

When people aren’t talking about Brexit or getting used to the fact that Trump isn’t some elaborate extraterrestrial hoax, they’re probably watching the Game of Thrones season finale on loop trying to wrap their minds around the sheer awesomeness of all the bloodshed and gore. If the ‘Battle of the Bastards’ made up for an otherwise underwhelming season, ‘Winds of Winter’ did all that and much more, a true return to the kind of intense storytelling the TV show has formed a cult around. Several seemingly muddled plot lines fell into place, setting up perfectly for the great war next season.

Walking into work on Tuesday morning, our mind was playing the episode over and over again so much that there was a metaphorical spilling over of sorts. We imagined dragons were delivering office memos, and there was something in the cafeteria kitchen that looked suspiciously like wildfire. Anyway, we decided to put this bizarre train of though to productive use, so here’s a comparison of app users to characters on our favorite show on HBO. After all, all men must buy!

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Ned Stark

Honest, righteous always stood up for what’s right.

The Ned Stark from the App world is a frequent app visitor, engages with your emails, clicks on your Push but never buys. What will it take to make Ned buy at least once?

Jon Snow

He’s the braveheart! King of the North, he inspires others. Loved by all, just the thought of his death was heart breaking, wasn’t it?

Your Jon Snow user is extremely engaged and inspired his friends to get your app as well. How we wish he never uninstalled the app…

Petyr Baelish

The ever-scheming, self-made Lord. He never does anything without hidden benefits and you couldn’t guess what’s on his mind.

Petyr Baelish is forever scouting for new offers. He downloads your app, avails the offer and then he hits the UNINSTALL button!

 Arya Stark

Confused and always on the run. The Starks, the Lannisters and many others have been trying to find her but in vain.

Arya downloads your app and visits so many different pages within an hour. Apparels, Networking Devices, Home Furnishings, Men’s Shoes, Books, Games, Mountain Climbing Gear and Fragrances! What does she want really? You’re confused, aren’t you?

Tyrion Lannister

Clever, always vocal about his feelings and has as a fine taste for the pleasures of the world. But remember, he always pays his debts.

Your Tyrion Lannister is no less. From coolers to shirts, everything he buys is premium and just wow. He’s almost always loyal; but that one delayed delivery and you must face his Twitter-wrath.

Every user on your app is different and it takes a lot of personalization to connect with all of them. Tell us how you engage with these GoT characters that are using your app. Also, check out this story of a typical app user – everything that happens from the day a user installs an app till he hits the uninstall button.

 

 

 

 

 

 

Personalization: The new ingredient in BFSI marketing

The BFSI space is undergoing a digital transformation. Its becoming eminently clear that mobile and e-channels will drive the next wave of banking. Linked to this transformation seems to be two dominant themes that are hogging the CXO mindshare. For one, BFSI players have recognized the need to make their digital assets much more transaction centric. Secondly, and focus of this article, they want to use the rich data available with them to drive customer experience on the brand’s owned digital assets

The starting point of creating such an experience is to understand all data sources available in the first place. Clearly, these are:

  • Digital “First Party” data: Just a fancy way of saying “whatever your customers are doing on your digital assets”
  • Offline first party data: That’s all the transaction history and other CRM data available about your customers as an offline data source
  • “Third party” data – Just means “whatever your customers seem to be doing on other websites”

There is also a category called “second party” data – customer behavior gathered on group websites or other related/partner portals. But in this article, we will assume this gets clubbed with first party data.

Great, so we have the entire universe of data mapped into these categories. The next step is to assign priority so that you know which data source should take precedence. Here is a framework:

First party > CRM > Third Party

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First party first

Customers visiting your digital assets are clearly brand aware and are showing specific intent – there is no substitute for this data, it’s gold. And should be prioritized over all other types of data.

Offline next

Data you own and already have about your customers’ transaction patterns should be the next source you turn to. Structuring and mining this data can help you decide what message you want to show each and every customer.

Third Party at least!

At a minimum, you should be able to understand the customer’s third party interests and create a personalized experience – though this is certainly not as rich and relevant as your own digital and offline data. An example – recommend a travel credit card if the customer has shown travel intent recently.

Showing a “one message fits all” is the worst thing you could do and any static non-personalized creative should be your last resort.

So there you have it, a simple but effective framework to organize and use all the data you have to create a personalized experience on your digital assets.

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Personalized messages produce an average of 200% lifts in site engagements leading to a higher volume of leads and sales. What you need is a data and marketing platform, that allows you to execute on this strategy through a tight integration of your data sources with your website creative slots.

Smart tags on your website would capture first party behavior. Offline data is ingested as a file and specific customers are identified using anonymized hashed customer ids. Finally, your marketing partner’s audience database of Internet customers can ensure you have the richness of third party data at your disposal. All this data must be maintained on your own cloud hosted data management platform (DMP) and available for use in a highly intuitive customer interface for segmentation.

And the best part – every segment can be activated on your website through a seamless integration. Gone are the days when you needed to bring in a complex workflow involving multiple functions to take creatives live. You could be up and running in minutes.

So if you are a BFSI marketer – when in the e-commerce world, do as the e-commerce players do. No, that does not mean you give random discounts and burn through cash like there is no tomorrow!! But it’s well worth imitating the e-commerce data driven marketing playbook and squeeze every ounce out of the data you have.

This article was originally published in the NASSCOM Blog.

Subra Krishnan is SVP, Products at Vizury. You can reach out to him at subra.krishnan@vizury.com.

 

Uninstall vs Breakup

Your app has a million installs, great. But did you know – if a user hasn’t come back to your app in the first 7 days, he probably will never come back at all? Wouldn’t it be easier if app users just stayed on forever?

If only things were that simple! Here’s the story of a typical app user, as appeared on the Mobile Marketing Watch.

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It is imperative for an app marketer to execute intensive retention campaigns in the first 7 days of install. Your app marketing RoI is going to look much better if you can retain existing users and convert them to buyers rather than spending your marketing budgets on acquiring new users.

I would love to hear about your App Marketing strategy. What do you think of user engagement and rentention? Reach me at marketing@vizury.com.

 

Mobile App’s Survival Funnel: How to stop uninstalls

If you are not among the top 0.5% of the Apps which have defied the “Law of Attrition”, then you must be grappling with high uninstalls & low engagement. Most consumer Apps would lose 75% through uninstalls within 30 days and the funnel below gives you an overview of how & why you lose users.

Put all your energies on the 4 critical points depicted below to alter your Install/Active ratio & Be a Winner:

Hope you find this useful when drafting your Customer’s Lifecycle Management plan. All the Best

Originally posted on Medium by Deepak Abbott, Editor at Growthbug. You can get in touch with him on twitter @deepakabbot or mail him at dabbot@gmail.com

Growth recipes for Banks to maximize digital share of business

Consumer behaviour has gone through a massive change in the past few years. The growing access to internet and the surge of smartphones have led to the inevitable transition to digital, especially in the banking industry. Banks are aggressively looking to grow the digital share of their business.

Every bank’s growth is driven by 2 key aspects,

  • Acquiring New To Bank (NTB) customers and
  • Engaging existing customers

Creating a consistent and personalized experience for your users across all digital touchpoints is indispensable to increased engagement and eventual conversions.

Download the guide to get your hands on 5 unique ‘growth recipes’ as we call them to help you maximize the digital share of your business.

Write to us at marketing@vizury.com for any thoughts or questions.