Aviva - The Future of Digital Marketing by Julie

What concepts do you think you can start implementing?

juliebeusmans — 2020-06-12 05:59:23 UTC

Reevaluate customer motivation + lifecycle within Aviva
Assess current "nudges" or what more can we do to "nugde" better
More A/B test and let the data do the talking

How close or far are you? What could be some of the barriers that you might face?

juliebeusmans — 2020-06-12 05:59:23 UTC

Barriers:
- Different BUs need to work together for a more holistic experience
- Haven't been focusing on retention/ renewal, never upsell/cross sell
- Budget
- Red Tape
Different teams have different priorities, too many stakeholders are making decision
- Internal agility to experiment --> limited --> governance...
- cost of development is always too high

juliebeusmans — 2020-06-12 05:59:23 UTC

Your 2 Day Resources

juliebeusmans — 2020-06-12 05:59:23 UTC

What concepts, tactics do you personally want to learn more about?

juliebeusmans — 2020-06-12 05:59:23 UTC

General Insurance
- Lapsed customers acquisition within PDPA guidelines
- How to maintain a high level % of customers rentention
- How to convert highly engaged customers into sales
- Remind customers about our products --> repeat purchase
- Introduce smart device --> car crash detection --> auto dispatch assistance, assess severity of damage

Healthcare products:
- research customer's awareness of our health services
- compare with other insurers --> google analytics, similarweb, audience insight
- develop new plan, position / price competitively with "decoy" tactic?
- build customer "TRUST" with "earned" channels
- Offer values--> Support Program --> promote preventive care, end to end supports thru out patient health journey
- Care about customer's overall well being
- Educate customers about medical necessity, wellness, stay safe, stay healthy
- Empower, and enable customers to manage own health conditions/stay healthy

Learned that there are many tools to help us understand customer better and with that we can pivot better for future promotions

Growth Hacking mindset is all about knowing what you can experiment, learn, apply and reiterate.

louischeok — 2020-06-12 08:09:58 UTC

Its not about funds. And if we keep thinking we need a lot of money to try something different, we are letting funds define the scope of our experimentation.

Nudge

2020-06-12 08:11:10 UTC

Assess what current "nudges" we have and is there more "nudge" that can help Aviva

Nudging tactics are an important concept, that we can delve deeper into our respetive BUs to identify triggers that can be translated into customer-centred initiatives or needs that help us to move them closer to what they see as "value" and what our business see as "valuable".

louischeok — 2020-06-12 08:12:22 UTC

Gamification

rachelyt_tan — 2020-06-12 08:14:05 UTC

Can look at how we can make our brand more fun/relatable to reach out to younger audience

Concepts

szewei_lee — 2020-06-12 08:23:06 UTC

Digital marketing for trust, focusing on earned media. How can we help customers make decisions to choose their advisors or recommend our products

PSP_Offer values to customer

2020-06-12 08:27:36 UTC

Growth hacking metrics

szewei_lee — 2020-06-12 08:28:17 UTC

Review the way we are currently measuring our growth, maybe through good recommendations instead of just sales numbers.

Oscar

juliebeusmans — 2020-06-12 08:30:50 UTC

This example shows clearly what customers can choose for themselves.

When customers are empowered, they are more likely to promote to their friends.

Concierge - giving them peace of mind

How can we rethink the role of advisors?

juliebeusmans — 2020-06-12 08:32:11 UTC

- Can we create a metric to measure trust?
- How can we look at a similar concept like the "superhost"
- How can we get more earned media?