Queensland University of Technology Digital Audit Assessment Hee Fern Eng n

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1 1 AMB330 Digital Portfolio Digital Audit - Assessment 1 Name: Hee Fern Eng Student ID: n Tutor: Ben Rogers Tutorial: M310 Wednesday Word Count: 1641 words

2 2 Table of Contents 1.0 Introduction Digital Audit Target Audience Analysis and Product and Competitor overview Target Audience Product and Competitor Overview Consumer Insight Recommendations Reference... 13

3 3 1.0 Introduction This report identifies the existing digital strategy implemented by Cover-More Travel Insurance to achieve their marketing and IMC objectives. Raise brand awareness for future customers Drive direct sales Create product awareness 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.

4 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

4 4 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. 7 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. 8 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.

5 5 Digital strategy (please articulate) Strategically consistent, company-created brand messages Degree of company involvement in digital and social media 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). 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. 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. 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). 8 6

6 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.

6 6 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. Blog Blogposts of travel tips and product insights Cover-More social platforms 7 Facebook (14,423 followers) customer travel stories presented in blogposts Twitter (3,669) links to published contents Instagram(4,224) inspiring travel photos by customers using # Google+ (420) similar to Facebook Pinterest (444) travel inspiration YouTube (1,967) travelling video from Cover-More and its customers It is more appropriate for Cover-More to decrease the number of social media to increase focus and optimize the performance of the pages.

7 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.

7 7 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 on 1 : 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. 5 Post related to trending topic #Pokemon GO, Cover-More Facebook Page 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. 6 1 Date of Audit: 21 August 2016

Target : Potential customers, followers of Dan Moore

8 8 #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.

9 9 Strategic user engagement Measurement of digital performance 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. 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. 8 7 *Where 0 indicates a lack of achievement and 10 represents optimum achievement.

10 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).

experiences ( Tourism Australia, 2016). 58% of this segment normally arrange and book holiday travels and accommodation themselves .

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

10 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. 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 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).

11 Product and Competitor Overview Cover-More offers a range of products which could cater to consumers of different needs and budget as follows 2 : 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

12 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.

#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

12 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).

13 13 Reference About us. (2016, August 12). Cover-More Australia. Retrieved August 20, 2016, from 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): Bird, J. (2016). Travel insurance buying guide - Money - CHOICE. Choice. Retrieved 22 August 2016, from Agrawal, A. J. (2016, August 16). 4 ways to improve customer service overnight. Huffington Post. Retrieved from Boag, P. (2015, November 17). The reason behind your declining content engagement. Retrieved August 21, 2016, from Audio Insights, Cover-More Facebook Insights. (2016) Digital Portfolio: Client Brief for Semester and additional information. Retrieved from dt-content-rid _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), doi: / Haselmayr, M. (2014, November 17). Here s why your business needs its own mobile App. Forbes. Retrieved from McStay, A. (2009). Digital advertising. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan. Privacy policy. (2016, June). Retrieved August 20, 2016, from Cover-More Australia, Roy Morgan (2016). AMB 330 Digital Portfolio: Assessment 1 [Excel material] Retrieved from LePage, E. (2015, March 11). Lessons from 5 of the Most Successful Marketing Campaigns of the Last Decade. Hootsuite. Retrieved from _1. Saleh, K. (2014, September 2). Effectiveness Of Online Advertising - Statistics And Trends. Retrieved from invesp :

14 14 Shane, S. (2016, January 26). Why Your Small Business Needs a Mobile App. Retrieved from Entrepreneur: Sharp, E. (2014, April 30). The First page of Google, by the numbers. Retrieved August 21, 2016, from Protofuse, 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): 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), doi: /j.jom Youth - Markets - Tourism Australia. (2015). Tourism Australia. Retrieved 22 August 2016, from

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