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AMB330DigitalPortfolioAssessment1:DigitalAuditandPlanningPortfolio

Name:LexinCaiStudentNumber:N9552758Assignment:DigitalAuditandPlanningPortfolio DueDate:Tuesday23rdofAugustWordCount:1680Tutor:AliciaMarr

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TableofContents1.0 Introduction…………………………………………………………3

2.0 DigitalAudit…………………………………………………………4

3.0 TargetAudienceAnalysis………………………………………… 9

3.1 ProductOverview……………………………………………… 9

3.2 CompetitorOverview………………………………………… 10

3.3 ConsumerInsights…………………………………………… 10

4.0 Recommendation…………………………………………………11

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1.0IntroductionThe organization this digital audit portfolio focused on is Cover-more, an Australia’s travel

insurancebusinesscompanywhichintegratemedicalassistanceaswellasemployeeassistance

provider.Intravelinsurersmarket,Cover-morehastheleaderpositionthatholdsapproximately

40percentofAustralians’travelinsurancepoliciesInthefaceoftoday’srapidlychangingenvironment,effectivedigitalpresenceisakeycomponent

for business to drive success (Ozuem & Bowen, 2016). As digital marketing become

indispensable,likemostcompanies,Cover-morecreatedtheirownwebsitesaswellasFacebook

pagetobemoreinteractiveandactivewithpublic.Traditionalmediawaysbringalimitationto

the organization, innovating media channel is necessary for Cover-more add value to digital

presenceaspublicrelationhasproventoassistbothbrand-awarenessandSEOactivities. ThetargetaudienceofCover-moremainlyconsistofyoungadulttravelersaged18to25andit

willbeanalysedinfurtherevaluationaboutwhytheyarebeingtargetedbytheorganization.

With people’s increasing enthusiasm toward travel, Australia’s travel insurers are in a

competitive environment. Although Cover-More has the leading market position in Australia,

there are still numerous competitors. The five main competitors are Travel Insurance Direct

(TID),1Cover,Worldcare,SouthernCrossandAllianz.The purpose of this portfolio is to provide an investigation into Cover-more through a digital

audit, analysis of target audience, product and competitor overview, finally recommendations

willbeprovidedforenhancementofCover-More’sdigitalpresence.

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2.0DigitalAudit

MODULE1:DIGITALMEDIAAUDITClient:Cover-MoreTravelInsurance Date:15/08/2016

Criteria Examplesorobservations Rating1to10

Broadvisionofhowdigital media cantransform thecompany

Social media is expected to be the first choice of marketing communicationschannels by 2017 (Crittenden & Crittenden, 2015). Cover-More’s utilization ofdigitalmedia is aim to successfully achieve theirmarketing objectives of creatingproduct awareness as well as brand recall. This can be achieved by moderatelyactive on their business Facebook page where provide numerous funny tourisminformation. In addition, Cover-More’s Facebook page also a platform enablesmembers to share travel experiencewith others and gain deeper insight into theproduct value. Comer-More use the sameway on Instagramaswell to have closeconnectionwithmembers.Thisisbeneficialtohelppotentialcustomershearfromcurrentcustomersandenhancefuturepurchase. However, most of posts from their Facebook page are mainly gorgeous travelinformation but not exactly relevant to the product itself. It is difficult for thecompany post information about dangers on travel to let people take travelinsuranceseriouslyascustomerswouldnotfeelcomfortable. Therefore, the use of digital media contributes to the communication channelbetweencurrentcustomersandpotentialclientsbut lackofcreatingawarenessofproductitself.

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Integration ofmarketing, IMC anddigitalstrategy

The digital media used by Cover-More is consistent with themarketing and IMCobjectives.This isachievedthroughidentifycustomers’actualneedstomeettheirmarketingobjectives. In termsofdigital strategy, currentlyCover-Morehave theirofficialwebsite,Facebook,InstagramandTwitteraccount.TheirFacebookpageandTwitterupdateconsistentlymainlyaboutthetravelguidanceandexperiencefromcurrentorpast customers, this isbeneficial to increase interactionwithclientsaswell as strengthen relationship. Only their officialwebsite focusing on promotingtheproduct itself.Traditionalmedia is limited to thiscompanyasbrandrecall fortravel insurance is relatively poor so they would not invest too much on brand.Therefore,thebrandmessagingmainlyacrossbydigitalmarketingplatform.

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Digital strategy(pleasearticulate)

Cover-More’s digital strategy makes full use of social media to build an onlinecommunityforcurrentcustomerssharingtheirexperienceswhichareimportanttotargetpotentialpre-purchaseclients.ActivelyinteractwithcustomersonFacebookandTwittercanbringbrandawarenesstocustomers’familyorfriendsaswell,thisishelpfulforCover-Moretoexplorefuturecustomers.Customersaremorelikelytopurchasefromthesitethathascustomerreviews(Cook,2015).Customersareableto rate theirpurchaseexperienceonline, feedbacksandreviewscanbeseen fromtheirwebsiteaswellasFacebook.Itcandirectlyimpactcustomers’buyingprocessalsoletbothcurrentandnewcustomersfeelingreliableandauthentic,whichmight

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promotebrandrecall. Strategicallyconsistent,company-createdbrandmessages

Cover-More’sbrandmessagesarenotconsistentacrossallplatforms.Theirofficialwebsite ismore space for selling and promoting product, such as free quote andinsuranceplans.However,Brandmessagesfromsocialmediaseemtofocusonthepublic relation. Through both Facebook page and twitter, an online community iscreated to connect customers together, convey message about customers’experienceandlatesttravelinformation.

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Degree of companyinvolvement indigital and socialmedia

Cover-Morehasshownacapabilityofbuildpublicrelation in thedigitalarea.Thecompanyconveysattractivetravelinformationandpicturesfromtouristcustomersthrough their Facebook Page as well as Twitter. This is help to effectivelycommunicatewith customers and stimulate potential customers’ buying decision.The aim of digital media is to create engagement opportunity and build uprelationshipvalue(Das&Subudhi,2016).Moreover,postcustomers’footmarksandthe recommendation from travel bloggers might burn ones desire to travel,encouraging more people to explore the world outside also can develop travelinsurance business.However, Cover-More’swebsite involvesmore on the productsales,browerscangetfreequoteatthehomepagebyfollowing3simplesteps.Thisisbeneficialtodigitalmarketingdirectly.

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Digital tools andsocial used by thecompany

Cover-More currently has their official website for online purchase and updateproduct information. As a form of digital media, their Facebook, Twitter andInstagramareengagedmoreinconsumerinteraction.(Linkasfollow)Website: https://www.covermore.com.au/FacebookPage: https://www.facebook.com/CoverMore/Instagram:https://www.instagram.com/covermore/Twitter: https://twitter.com/covermore

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Frequency of use ofdigital and socialmediatools

Facebookisthemostlyuseddigitalmediaplatform,withmoderatelyactiveinposttips for trip, article from travel bloggers and customers’ sharing experience. Memberscanviewfunnyvideo,photosandtravelrecommendationfromthisonlinecommunity.Thedigitalsocialmedianotonlyestablishasolidbusinessrelationshipbut also a channel enable Cover-More to identity the updating consumers’ needsandwants.

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Examplesofcontentshared

Below are 3 Examples of the content shared on Cover-More’s Facebook

CONTENTONE: This is share by one of Cover-More’s customerswho traveled toPhilippines.This customer recorded thedetail ofhis trip thenprovided theguidefor other travelers. Customers’ personal experience can make the brand becomemoreauthenticandreliable.

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CONTENT TWO: This is shared by a travel blogger who are enthusiastic aboutdiscovering food and she recommended some worthy place to have brunch inParis. The online community can not only connect the relationship betweenbusinessandconsumers,moreimportantlyitprovideaplatformenablecustomersengagewitheachothertopursuebetterlife-style.

CONTENT THREE: This is a useful post on the knowledge of laws and bans indifferent countries. Such travel information can give travelers precaution to avoidtrouble caused by culture shock. Therefore, the digital social media used byCover-Moremostlyfocusingonconsumersinsteadofproductsales.

Strategic userengagement

TheDigitalmarketingthroughsocialmediaiscurrentlytargetingyoungadultaged18to24whoarekeentotravel.,withmanypostsonCover-More’sFacebookpageare about excitement and fashion life-style. Both young male and female areattracted looking topursuitbetter lifequality.However, therearesomeposts that

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aretargetedfamilygroupbyencouragingparentstravelwithkids.Additionally,thebrandengageswellwithcustomersondigitalmediaplatform,thisishelptohaveabalanceoftargetingcurrentconsumersandalsomotivatingpotentialclients.

Measurement ofdigitalperformance

Itappearsthroughthenumberoflikes,comments,followersontheirFacebookthebrand ispopular towardsyoungeradultusers.Cover-Moreconductaprofessionaland amiable digital performance, they replying customers’ comments and everyquestionleavebelowcanbeansweredontime.However, fewproduct informationshown on their Facebook, this can be considered to improve as appropriatepromotion is important for enhance brand identify (O'Guinn, Allen, & Semenik,2012). Overall, the digital performance of Cover-More is quite well on theinteractionwithaudience.

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*Where 0 indicates a lack of achievement and 10 represents optimum achievement.

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3.0TargetAudienceAnalysisThemarket identifiedbyCover-More to target is ‘Young adult’ travelers aged18 to24. Youngpeoplebelongingto thisgenerationare thereforesupposedtobenativeto thedigital lifestyle(Thomas,2011).Throughtheevaluationofthisbrand’sdigitalpresence,itcanfoundthatyoungadult audiencehasmoreengagementand interactionwith the companyon theirdigital socialmedia. Followers have lots in common asmost of them interested in traveling, have positiveattitudetowardslifeandenthusiasticaboutgetintouchwithnewthings. AccordingthedataofCover-More’sFacebookinsight(AppendixA),womenarethepredominantusersinteractfrequentlywithCover-More,whichtakeholdof72%ofpeopleengagedwiththeirpage in the past 28 days (RoyMorgan Research, 2016). Itwas found thatwomen havemoreattentiontosafety,tripplanningandqualityoflife. Additionally, Roy Morgan Data revealed that Internet is the most popular digital media typeamong the target audience, as Cover-More have a gooddigital presence, this is good for theirdigitalmarketing.60%ofyoungadultsaged18to24prefertouseinternetmediaafterdinnerindaily life, thereforeCover-More canbemoreactive inFacebookat thisperiodas it is thebesttimetoreachtheirtargetaudience. Roleand lifestyle, influencethedemandforvarious typesofactivities,consequently influencetravel behaviour (Kitamura, 2009). It can be seen thatmost Cover-More’s Facebook followerspursuitahealthyandmeaningful lifestyle,Cover-moreFacebookpostssuccessfullypromotingthe idea of traveling around the world and doing something funny. The online communitystronglyconnectedCover-Morewiththeirtargetaudienceinthedigitalmarket.

3.1ProductOverviewCover-MoreGroupisspecialistandintegratedtravelinsuranceandmedicalassistanceproviderwithaleading market position in Australia. This product distinguished itself from other travel insurancecompanies as they provide emergencymedical assistance inworldwide even some remotest area.However, all insurers have variations by product with prices weighted for age, health and risk ofcountriesvisited.Thedigitalmediaalsohelpconsumerwiththepathtopurchaseserviceaseasyasvisitingtheirwebsitepage,fillinginafewdetailsanditcanbecoveredwithqualitytravelinsurance.

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3.2CompetitorOverview As the Travel Insurance markets in Australia is quite competitive, Cover-More has numerous competitors for this target audience and three main competitors have been selected to anyalze below: Competitors OverviewandAnalysisCompetitor1:

Allianz

NotasCover-More focusonTravel Insurance,Allianzoffersacomprehensiverange of insurance and asset management products and services. Theseincludepersonalinsurance,businessinsuranceaswellaslifeinsurance.TheyalsohasaprofessionaldigitalpresenceastheirFacebookpageandtwitterareactively monitored with over 22000 followers. Compared to Cover-More,Allianz engagemore in promoting their products and enlarge targetmarketthroughdigitalmedia.

Competitor2:Worldcare

Worldcare is a locally-operated company providing travel insurance toAustralianstravellingdomesticallyandoverseas.SimilarlytoCover-MoretheyprimarilyengageintravelinsuranceandtheyalsohaveFacebookpagepostinguseful travel information aswell as sharing customers’ experience.However,thelatestpostontheirpageisaboutonemonthago, itcanbeseenthattheyare less active in communicate with customers, this gives Cover-More asignificantadvantageinrelationtotheparticulartargetaudience.

Competitor3:1Cover

1cover is one of the largest providers of travel insurance in Australia. Thelayout of their website is as same as that of Cover-More, both of them aresimple, directly and easy to follow. Their Facebook page also has numeroushigh quality posts about travel information as well as customers’ photos.However, its popularity is less than Cover-More as there are few like orcommentundertheirposts.

3.3ConsumerInsightsWithmanyyoungadultsputtingmoreemphasisonthequalityoflife,Cover-Morehaveidentifiedan insight tomotivate target audience going travelwith protection and pursuit ameaningful,healthy life-style. Itadaptedtothedigitalmediathat isabletocommunicateandconnectwithcurrentandpotentialcustomerstogaininsightofthisbrand.

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4.0Recommendation Threerecommendationsrelevanttothebrand’sdigitalofferingwillbeprovidedinthissection.Themoretheconsumerinteractswiththeretailer,themoreloyaltheconsumeristotheretailerand the brand (Chau & Xu, 2012).. The first recommendation is to diversify the socialmediatypesratherthanonlyFacebookorTwitter.Therearevariousdigitalsocialmediacanbeusedlike Instagram,Youtubeaswell asPinterest.Usingvarious typesof socialmedia canaccess todifferentusers,itcanincreasebusiness’schancesofsuccessondigitalpresence (Evans,Cothrel,& McKee, 2014). Rather than only post or update on Facebook, consistent the same brandmessagewithFacebookacrossotherdigitalmediawillconveythemessagetomoreusers thatmightnotbeonFacebookorTwitter.The second recommendation is to implement more product promotion on digital media.Marketerscanbemoreaggressivewiththeirbrandmessagingandfocusondirectresponseandpromotions (Morrison, 2010). Despite Cover-More is success in building solid customerrelationshipthroughsocialmedia,theirfacebookpostsseldomrelevanttotheproductitself,thismightnotappealingtopotentialcustomerstolookat.Appropriatedigitalmediaadvertisementisnecessarytoincreasethebrandawareness. Media revolution has been enabled by technological advances that hace come to define everyfacet ofmodern life as consumers routinelymake purchases and place trades from home vialaptop computers or iPhones (Mathieson, 2010). Considered Cover-More has no Apple Appcurrently,thethirdrecommendationistoinvolveanaffectivedigitalmarketingbycreatingtheirmobileAppforuserstodownloadontheirphone.Therearemassivebenefits fromthemobileapp revolution, from updating posts or tracking campaignmetrics, apps enablemarketers toaccess informationquicklyandconveniently. Itcanalso increasebrandrecallwhenclientsseetheAppontheirphone. Overall, Cover-More’s digital presence is quite well on the interaction with consumers,improvement need to be conducted on diversifying social media types and create their ownmobileAppsforfurtherreachthetargetaudienceaswellasincreasebrandawareness.

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Bibliography Chau,M.,&Xu, J. (2012).Business intelligence inblogs:Understanding consumer interactions andcommunities.MISQuarterly:ManagementInformationSystems,36(4),1189-1216.

Cook,S.,(2015).Leadingthecustomerexperience:Inspirationalserviceleadership(Newed.).NewYork;London;:Routledge.doi:10.4324/9781315591858

Crittenden,V.,&Crittenden,W.(2015).Digitalandsocialmediamarketinginbusinesseducation:Implicationsforthemarketingcurriculum.JournalofMarketingEducation,37(2),71-75.doi:10.1177/0273475315588111

Das,B.B.,&Subudhi,R.N.(2016).Engagementpatternofcustomersindigital&socialmediamarketing:Astudyoneffectofagegroup.Parikalpana:KIITJournalofManagement,12(1),18.

Evans,D.,1956,Cothrel,J.,McKee,J.,&Books24x7,I.(2014).Socialcustomerexperience:Engageandretaincustomersthroughsocialmedia(1sted.).Indianapolis,Indiana:Sybex.

Kitamura,R.(2009).Life-styleandtraveldemand.Transportation,36(6),679-710. doi:10.1007/s11116-009-9244-6

Mathieson,R.,ebrary,I.,&Books24x7,I.(2010).Theon-demandbrand:10rulesfordigitalmarketingsuccessinananytime,everywhereworld(1sted.).NewYork:Amacom.

Morrison,M.E.(2010).Buildbusinesswithpromotionsandsocialmedia.Chicago:CrainCommunications,Inc.

Ozuem,W.,&Bowen,G.(2016).Competitivesocialmediamarketingstrategies(1sted.)BusinessScienceReference.

O'Guinn,T.C.,Allen,C.T.,&Semenik,R.J.(2012).Advertisingandintegratedbrandpromotion(6thed.).Mason,OH:South-Western,CengageLearning.

RoyMorganResearch(2016).RoyMorgandataforCover-More.Retrievedfromhttps://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_124946_1&content_id=_6354850_1

Thomas,M.(2011).Deconstructingdigitalnatives:Youngpeople,technologyandthenewliteracies.NewYork:Routledge.

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AppendixA

Cover-MoreFacebookInsight

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