AMB330 Digital Portfolio - · PDF fileAMB330 Digital Portfolio Digital Audit - Assessment 1...

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Queensland University of Technology Digital Audit Assessment

Hee Fern Eng n9753150

AMB330 Digital Portfolio

Digital Audit - Assessment 1

Name: Hee Fern Eng

Student ID: n9753150

Tutor: Ben Rogers

Tutorial: M310 Wednesday 1300-1500

Word Count: 1641 words

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Table of Contents 1.0 Introduction ......................................................................................................................... 3

2.0 Digital Audit .............................................................................................................................. 4

3.0 Target Audience Analysis and Product and Competitor overview .......................... 10

3.1 Target Audience ................................................................................................................... 10

3.2 Product and Competitor Overview .................................................................................... 11

3.2 Consumer Insight ................................................................................................................. 11

4.0 Recommendations ................................................................................................................ 12

Reference ....................................................................................................................................... 13

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1.0 Introduction

This report identifies the existing digital strategy implemented by Cover-More Travel Insurance

to achieve their marketing and IMC objectives.

Figure 1 Cover-More’s Primary Objectives

To measure how Cover-More achieves their goals, an audit was conducted. The digital audit

rates the overall digital strategy and how they employ the digital offerings. This reports also

identifies Cover-More’s target audience and analyses the brand engagement on the digital

platforms. Finally, three recommendations were derived based on the analysis to further

improve their digital strategy.

Drive direct sales

Create product awareness

Raise brand awareness for future customers

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2.0 Digital Audit

Client: Cover-More Travel Insurance Date: 21 August 2016

Criteria Examples or observations Rating 1

to 10

Broad vision of

how digital media

can transform the

company

Cover-more’s belief is that “Things happen. We’re here to help

you keep travelling.” (“About us”, 2016). Digital media can help

to achieve this belief by allowing Cover-More to engage and

assist existing and potential consumers. It has a user-friendly

webpage that ensures the ease of navigation which allows

viewers to search the product offerings. Cover-More creates

sharable content on its channels to increase reach. Messages

such as travelling tips, imagery and videos were used as its

branding strategy on these channels that educates and inspires

travel enthusiasts; it is important as it drives traffic into its

webpage which potentially leads to conversion. Despite the

potential sharing of the content, it lacks the ability to form

discussions amongst the audience, this limits word-of mouth

and thus influencing the effectiveness of building more brand

awareness.

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Integration of

marketing, IMC

and digital

strategy

Cover-more uses both traditional and digital media to

communicate and reach wider range of audience. Digital media

tool such as Facebook Messenger are used to assist the service

quality. The brand messaging on both traditional and digital

marketing platforms communicates the assurance offered by

the product. The homepage has a classification selection that

enable fast quote; thus, driving direct sales.

Quote system, Cover-More Website

Cover-More has been consistent with its communication

strategy by incorporating its logo and signature colour (blue,

white) into the message content in both media; ensuring

consistency and unison across all channels while encouraging

brand recall.

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Due to the high number of internet users and the cost-effective

nature of digital advertising, having high digital presence allows

Cover-More to reach and engage its audience more effectively

(Saleh, 2014).

Digital strategy

(please articulate)

The implementation of varying digital platforms is aimed to

create positive brand awareness, recognition and image.

Moreover, the consistent brand message and repeated

exposure of brand element (i.e. logo, brand name) promotes

engagement and brand recall amongst viewer (Harmon-Jones &

Allen, 2001).

Cover-More’s digital platforms provide customers easy access to

useful information (i.e. travel tips, promotions). Such

information are highly spreadable to consumers and potential

customers, thereby creating greater trust and customer loyalty

(Algesheimer, Dholakia and Herrmann, 2005; Thompson and

Sinha, 2008) It affects ones’ attitude and perception and

purchase decisions which ultimately leads to sales. However, the

posts lacks integration of product information which limits

consumers’ ease of research.

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Strategically

consistent,

company-created

brand messages

Cover-More has an adventurous brand personality by delivering

content that encourages and inspire travelling. Although the

advertising execution across the digital platforms differ (i.e.

testimonial, imagery and straight sell), the communication

messages resonate the company’s belief of product offering

secure and stress-free travels.

Degree of

company

involvement in

digital and social

media

Due to the high internet usage of the target audience, Cover-

More can be seen to prioritize digital marketing instead of

traditional marketing. They are actively present in many digital

platforms.

Despite having many followers on digital platforms, Cover-More

failed to maximize the platforms’ function. The viewership is

dispersed across the digital platforms which makes the message

less impactful. Despite having 11.4k followers on Facebook, their

posts have less engagement with minimal response; this

indicates a mistake in content creation and execution method as

well as lack of visibility on the content saturated newsfeed

(McStay, 2009; Boag, 2015).

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Posts on Travel Tips, Cover-More Facebook

Digital tools and

social used by the

company

Cover-More digital platforms

Website Information about product, company, quote, etc. https://www.covermore.com.au

Blog Blogposts of travel tips and product insights https://www.covermore.com.au/blog

Cover-More social platforms

Facebook (14,423 followers) customer travel stories presented in blogposts https://www.facebook.com/CoverMore

Twitter (3,669) links to published contents https://twitter.com/CoverMore

Instagram(4,224) inspiring travel photos by customers using # https://www.instagram.com/covermore

Google+ (420) similar to Facebook https://plus.google.com/+covermore

Pinterest (444) travel inspiration https://www.pinterest.com/covermore

YouTube (1,967) travelling video from Cover-More and its customers https://www.youtube.com/user/CoverMoreInsurance

It is more appropriate for Cover-More to decrease the number of social media to increase focus and optimize the performance of the pages.

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https://www.covermore.com.au/

https://www.covermore.com.au/blog

https://www.facebook.com/CoverMore

https://twitter.com/CoverMore

https://www.instagram.com/covermore

https://plus.google.com/+covermore

https://www.pinterest.com/covermore

https://www.youtube.com/user/CoverMoreInsurance

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Frequency of use

of digital and

social media tools

The business favours Facebook and Twitter in its digital

communication. Not every platforms are updated frequently.

For instance, the last content was published on1:

Facebook: 17/8/2016 Twitter: 21/8/2016 Instagram: 19/8/2016 Google+: 16/8/2016 Pinterest: 8/8/2016 YouTube: 15/8/2016 It also participates in trending topics (i.e. Pokemon GO) to

increase the post reach.

Post related to trending topic #Pokemon GO, Cover-More Facebook Page

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Examples of

content shared

#1 Mount Rinjani Volcanic Ash Cloud (Blog articles)

Aim: -Inform traveller about natural disaster and cancellation of

trips

-Prompt travel insurance claim of customers.

Target: People travelling to Lombok, Existing customers

travelling to Lombok.

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1 Date of Audit: 21 August 2016

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#2 Travel Tips (Video)

Aim: -Promote brand awareness and recognition

-Build following.

-Generate share and WOM.

Target : Potential customers, followers of Dan Moore (travel

blogger in the video), travellers

#3 Annual Video Competition (Photo)

Aim: Promote brand awareness, User-generated content and

reach.

Target: Videographers and travellers.

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Strategic user

engagement

Due to the relevance of content to travellers, the digital activity

is considered well-targeted. Based on Facebook Insights 2016,

the business’ post mostly engaged young travel enthusiasts that

reside in Australia.

According to Facebook, Cover-More typically response to

Facebook message within an hour; this action enables

satisfaction in services and would promote positive brand

image as it shows promptness and sincerity (Yee, Yeung, &

Cheng, 2008). It benefits Cover-More because of its product

nature which is intangible service offered online.

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Measurement of

digital

performance

Cover-More uses Google Analytics and Facebook Analytics to

assist with content creation and planning the post schedule to

maximize the viewership and engagement (“Cover-More

Facebook Insights”, 2016). Cover-More collects IP address of

page visitors to broadly identify demographics and web beacon

to collect traffic data (“Privacy Policy”, 2016). This data is potent

in informing future strategy to achieve IMC objectives.

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

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3.0 Target Audience Analysis and Product and Competitor overview

3.1 Target Audience

According to Bird, young travellers have lower tendency of purchasing travel insurance due to

reasons (i.e. low budget, less risk aversion). Henceforth, it is identified that the target audience

of Cover-More are young travellers between 18 to 25 years old with part-time salary between

A$15,000 and A$19,000 while still renting their homes (Roy Morgan, 2016).

This segment has higher spending than other segments because they tend to have higher

than average duration of stay and susceptibility to incorporate jobs, visiting closed ones and

holiday experiences (“Tourism Australia”, 2016). 58% of this segment normally arrange and

book holiday travels and accommodation themselves (Roy Morgan, 2016). . As travel

insurance impose extra spending, it is considered as high-involvement product to young

travellers; thus thorough research would be employed which links to their path to purchase

model shown in Figure 2.

Figure 2 Young Travellers Path to Purchase

The aspects preventing the young travelers to consider travel insurance are their budget

limitation and lack of risk aversion. With 64.9% of this segment reducing their spending lately,

the most intrigue question they have regarding travel insurance is- Is it necessary? (Roy

Morgan, 2016). This attitude directly affects Cover-More’s product offering as their digital

strategy must convince and educate these audiences the significance of travel insurance.

Cover-More’s emphasis on digital platforms is appropriate to effectively target this group of

audience; a great majority of 73% think that the internet is the most helpful when it comes to

finding information to decide travel while approximately 70% use internet for insurance

information (Roy Morgan, 2016).

Need

•Need insurance for safe and stress-free vacation

•Need to prevent unexpected expenses during travels

Research online

•Find information on travel insurance and its covered expenses

•Research for credible travel insurance company

Evaluate alternative

•Compare price of travel insurance plan

•Compare benefit and coverage of product alternatives

•Read reviews of products

Make purchase

•Make purchase decision of best fitted product offering

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3.2 Product and Competitor Overview

Cover-More offers a range of products which could cater to consumers of different needs and

budget as follows2:

International premium travel insurance plan

Inbound plan

Domestic plan

Medical only plan

Domestic cancellation plan

Despite the product offerings, many young travellers question the idea of travel insurance,

mainly those without previous travel experience and no prior expose to travel insurance. Travel

insurance offers peace of mind to the travellers. Young travellers’ attitude towards the products

might change if they understand that their insurance will cover unanticipated expenses. Cover-

More clearly customises it content based on this aspects to support their digital strategy as

explained in the audit.

Cover-More has the leading market share of approximately 40% market share in Australia

(“About us”, 2016). With strong existing competitors like Allianz, 1 Cover and Travel Insurance

Direct, it is challenging for Cover-More to develop POP in its products but it successfully

differentiated itself by having superior digital presence. However, when searched “travel

insurance” on Google, Cover-More did not appear on first page; it suggests the lack of

attention of SEO in their digital strategy.

3.2 Consumer Insight

Through research analysis of this particular target audience, their consumer insight can be

drawn in the following statement:

“Despite desiring a perfect trip, young travellers need more exposure and awareness

of the product to push through their mental barrier of spending extra money that was

hard earned on travel insurance.”

2 Travel Insurance Plan retrieved 20 August 2016

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4.0 Recommendations

#1 Publish more content that combines product information

Cover-More’s current digital strategy focuses more on branding than

promoting product awareness. They should publish more posts which

combines its rich media and product information to offer interesting

content that would attract readership and raise awareness of the

product offerings (LePage, 2015). The integration of content and

information would create a consistent message that would boost brand

recall. It is an effective way to generate awareness and positive attitude

on travel insurance among the young traveller.

#2 Employ Search Engine Optimisation (SEO)

It is suggested that Cover-More implements SEO

strategy to improve the ranking of its search result

as users seldom click on pages beyond the first page

search outcome (Sharp, 2014). With leading market

share in Australia, it is best when Cover-More

appear on first page when users search “Travel

Insurance” on Google because this would allow

maximal exposures which ultimately leads to

achieving company goals. This is essential especially during users’ research phase.

Appearing on the first page raise the likelihood of user clicking into the page hence increasing

the potential of becoming part of the consideration set.

#3 Develop mobile application for Cover-More

Research shows that people spend 188 minutes per day on mobile,

mobile applications are much preferred way of maneuvering around

sites; hence, making mobile application a key marketing tool (Shane,

2016). Moreover, as mentioned in the audit, Cover-More’s viewership

and engagement are dispersed across the channel. With its own

mobile application, Cover-More could increase its visibility, stand out

from competitions while increasing customer engagement and

cultivating customer loyalty (Haselmayr, 2014). With the application, Cover-More could optimize the

quality of the content. The application could include features like live-chat feature to improve its

customer service quality (Agrawal, 2016).

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Reference

About us. (2016, August 12). Cover-More Australia. Retrieved August 20, 2016, from

https://www.covermore.com.au/about-us.

Agrawal, A. J. (2016, August 16). 4 ways to improve customer service overnight. Huffington Post.

Retrieved from http://www.huffingtonpost.com/aj-agrawal/4-ways-to-improve-

custome_b_11553444.html.

Algesheimer, R., Dholakia, U.M. and Herrmann, A. (2005) The social influence of brand community:

Evidence from European Car Clubs. Journal of Marketing. 69(3):19-34.

Bird, J. (2016). Travel insurance buying guide - Money - CHOICE. Choice. Retrieved 22 August 2016,

from https://www.choice.com.au/travel/money/travel-insurance/buying-

guides/insurance.

Boag, P. (2015, November 17). The reason behind your declining content engagement. Retrieved

August 21, 2016, from Audio Insights, https://boagworld.com/marketing/the-reason-

behind-your-declining-content-engagement/.

Cover-More Facebook Insights. (2016) Digital Portfolio: Client Brief for Semester 2 2016 and

additional information. Retrieved from https://blackboard.qut.edu.au/bbcswebdav/pid-

6463362-dt-content-rid-6765680_1/courses/AMB330_16se2/Cover-

More_FacebookInsights.pdf.

Harmon-Jones, E., & Allen, J. J. B. (2001). The role of affect in the mere exposure effect: Evidence

from Psychophysiological and individual differences approaches. Personality and Social

Psychology Bulletin, 27(7), 889–898. doi:10.1177/0146167201277011.

Haselmayr, M. (2014, November 17). Here’s why your business needs its own mobile App. Forbes.

Retrieved from http://www.forbes.com/sites/allbusiness/2014/11/17/heres-why-your-

business-needs-its-own-mobile-app/#1a6e33bc5c76.

LePage, E. (2015, March 11). Lessons from 5 of the Most Successful Marketing Campaigns of the

Last Decade. Hootsuite. Retrieved from https://blog.hootsuite.com/successful-marketing-

campaigns/.

McStay, A. (2009). Digital advertising. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.

Privacy policy. (2016, June). Retrieved August 20, 2016, from Cover-More Australia,

https://www.covermore.com.au/covermore-privacy-policy.

Roy Morgan (2016). AMB 330 Digital Portfolio: Assessment 1 [Excel material] Retrieved from

https://blackboard.qut.edu.au/bbcswebdav/pid-6457243-dt-content-rid-6765687_1/xid-

6765687_1.

Saleh, K. (2014, September 2). Effectiveness Of Online Advertising - Statistics And Trends . Retrieved

from invesp : http://www.invespcro.com/blog/effectiveness-online-advertising/.

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Shane, S. (2016, January 26). Why Your Small Business Needs a Mobile App. Retrieved from

Entrepreneur: https://www.entrepreneur.com/article/269978.

Sharp, E. (2014, April 30). The First page of Google, by the numbers. Retrieved August 21, 2016,

from Protofuse, http://www.protofuse.com/blog/first-page-of-google-by-the-numbers/.

Thompson, S.A., Sinha, R.K. (2008). Brand communities and new product adoption: The influence

and limits of oppositional loyalty. Journal of Marketing. 72(6):65-80.

Yee, R. W. Y., Yeung, A. C. L., & Cheng, T. C. E. (2008). The impact of employee satisfaction on quality

and profitability in high-contact service industries. Journal of Operations

Management,26(5), 651–668. doi:10.1016/j.jom.2008.01.001.

Youth - Markets - Tourism Australia. (2015). Tourism Australia. Retrieved 22 August 2016, from

http://www.tourism.australia.com/youth-sector.aspx.

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