Digital Marketing Plan for Direct Line Insurance Company
New era needs new technologies and promotional strategies for growth of businesses. In case of insurance, it is also necessary to take the help of digital media to increased customer rate. Recently in UK, the number of pet ownership is going upwards, which is causing a rise in getting pet insurance in UK’s pet-parents. However, there are difficulties occurring while having insurance and the process is being declined. Here, in the essay the new marketing strategies and policies regarding insurance of the UK’s pets are discussed with a detailed analysis. The discussions and analyses can be helpful to solve the barriers in getting pet insurance in UK as the company is opening new ways of insurance. The detailed market research and customer behaviours will also be helpful for the company to establish better set up of insurance in UKs market.
Popularity of pet ownership is high in the current UK market. Therefore, the needs of insurance should have been increased among the population. However, due to lack of information, pet owners have failed to purchase insurance policies for their pets. Direct Line insurance has provided a new pet insurance policy in recent markets. The company is trying to expand the business of insurance policy in the development of high customer awareness and improvement of popularity of different insurance in the UK pet market. Therefore, this report has analysed the factors associated with the development of objectives. Moreover, strategy and tactics should be used in the factors for the development of better digital marketing campaigns for the company.
The average insurance claim in the market of pet insurance in the UK is 822 GBP. The market of pet insurance was 1.13 billion USD in 2021 (pdsa.org.uk, 2021). The market is expected to reach 2.09 billion in 2026. The GWP (Gross Written Premium ) values 160.4 billion GBP USD in the UK market. In the customers, the awareness of pet insurance has been increased so that it is one of the most effective factors in the development of Direct line’s market in the UK. The pet insurance market of the UK has different competitors such as PetPlan, Tesco pet Insurance , Argos pet insurance, More Than pet Insurance , Sainsburey’s Pet Insurance and others. Therefore, it can be said that Direct Line has a strong competition in the UK market. With proper and reasonable premium services in the company would help to improve the target market and customer segmentation. Therefore, the company should improve the marketing and potential of different activities. Moreover, the company has promoted different types of Facebook, Twitter , Instagram and Youtube. There are different factors to improve the potential of digital marketing campaigning. As a result, the company should improve their social media and Content media marketing and SEO marketing in the development of better communication with the customers.
|SEO and Social media marketing for increasing the numbers of new customers and better acquisition||With better organic traffic Higher CTR range Bounce rate Keyword ranking||By increasing high level of organic trafficWith the help[ of better Click Through rate the company would improve the attention of the customers By maintaining a lower bouncing rate with interesting landing page would help improve better reach||The company would be able to improve customer acquisition with better awareness in both online and offline web presences of the company.||4 months|
|Increase leads with the help of online advertisement.||Google analytics would measure the metrics of online advertisement successYoutube advertisement metrics like Cost per view and video viewershipAd frequency||Better traffic can be used by referral, social, organic and paid search. Moreover, page value and impression on the customers. Conversion rate can be increased along with better return on advertising spend.||Using different types of sites and platforms such as youtube and facebook. Website advertisements in the google search||4 months|
|Content marketing would be used for better reach and unique customers inclusion||Traffic Conversion rate Customer engagement SEO performance Pageviews Average time on page Behaviour flow Page per sessions Performance over time||High quality and comprehensive contents would help to improve the engagement of customers. Inbound links and session duration are the factors which would help to improve the factors associated with the help of increasing numbers of visitors.||The metrics would help to improve traffic in the company websites along with attracting different customers and increase the page visit duration. Session duration and page depth would help to improve the engagement of the customers.||4 months|
Table 1: SMART objectives for the company
Source: (Self-created )
The pet insurance market has a good record with 3.4 million insurance holders but the numbers can be improved with proper segmentation and the targeting of the customers. It has been observed that the pet owners are aged over 55 years on average (directline.com, 2021). It has also observed that people with higher education and college degree holders are more likely to own a pet. 16% of people in England have pets. In the current market of post covid situation, the pet ownership has been increased among the UK market (Forbes, 2021). In many cases, the younger people also come under the segment of policyholder. Behavioural and psychographic factors are also associated with the development of the insurers’ segmentation for the company (The Drum, 2021). Therefore, the factors associated with the target market would also be related to the awareness of the pet insurance and likeness for the pets.
Direct line pet insurance provides two types of premium coverages such as Up to £4,000 and Up to £8,000 (in the advanced covers). Therefore, the company would try to target the people who have better income range from £25,000 to £125,000. The target consumers should have healthy and young pets. Veterinary registration might be optional as directline can help the pet owners for the registrations of pets to the vets. The pets should not be aged more than 7 to 10 years (depending upon the types of species) (The Healthy Pet Club, 2021). Therefore, with the help of above-mentioned factors the company can choose their target market.
Digital tools and tactics
SEO and Social media marketing:
SEO marketing is one of the most important marketing strategies to improve the numbers of unique visitors for the company. On the other hand, local and organic SEO would improve the factors for the offerings in the development of higher traffic rates in google search. Use of crawlable and favourable websites would help to improve the factors in online search. According to Google API (2021), mobile queries have increased by 100% in the last two years for searching the term- “insurance near me”. The report also observed that 45% of the global shoppers rely on google search and SEO for purchasing. Contrariwise, social media marketing has used different platforms of social media such as Facebook, twitter and Instagram (accenture.com, 2021). The Companies are opting for the social media marketing to the cost effectiveness and development of better customer range along with higher customer acquisition. American Express started an online communication forum in their facebook page and they got 340000 likes and found 200000 followers in the platform of twitter (Statista, 2021). Therefore, with a minimum investment the companies would be able to generate leads in a better way.
Figure 1: Use of social media marketing by insurance company
Source: (Accenture, 2021)
In the UK , Petsure has included a social media marketing campaign with the help of an advertisement agency in the country (Campaignlive.co.uk, 2021). Therefore, the popularity of the company among the customers is very effective.
Figure 2: Petsure’s facebook campaigning
Source: (Facebook, 2021)
Statista (2021) has found out that the UK companies invested 8.4 million British pounds in 2020. The cost of digital advertisement would increase day by day in the UK market therefore, Direct line pet insurance should use different online advertisements to improve brand awareness and customer attraction (The Telegraph, 2021). With the help of different types of advertisement, the company can leverage their digital presence for the target customers. Ads might be different types such as pop-up, newsletter, video advertisement and Facebook ads (Statista, 2021). Direct line Insurance might use A/B testing in the loading pages of the company (facebook.com, 2021). Moreover, the cost-per -conversion can be changed with the help of the online ads.
Figure 3: Online Ad in PDSA
Source: (pdsa.org.uk, 2021)
It is one of the most important approaches for the development of better and higher rates of customer engagement. If a pet insurance company would include content marketing in the digital marketing campaigning the effects would be positive. According to simiarweb (2021), the content marketing would improve the traffic with different types of familiar and important topics for the pet health and insurance.
Figure 4: performance of content marketing in the market of pet insurance.
Source: (Similarweb, 2021)
Content marketing can help to improve the factors related to customer engagement. Moreover,the company would help to improve the knowledge and perception of the customers so that that company would get better customer acquisition. After COVID-19, content marketing has improved the thinking process of the consumers (statista.com, 2021). By this most people would get the support of online assistance through content. The content marketing would help to lower the bounce rate, conversion rate and average time on page.
Figure 5: Content marketing of The healthy Pet Club
Source: (thehealthypetclub.co.uk, 2021)
Email marketing: the company could have used the tactics with the help of automatic mails. On the other hand, welcome, nurturing and activation emails would help to improve the customer acquisition. Above-mentioned email marketing would help to improve the numbers of leads in the digital media.
Chatbots: This would improve the customer services in solving different queries within a very short time period or instantly. Therefore, the systems would help to improve the large query handling capacity for the company. On the other hand, AI-powered systems would help to improve the streamlining of queries.
PPC marketing: PPC advertisements would help to collect target specific audiences and customers on the basis of geographic location, age and gender. The PPC marketing would improve the search results in the end users’ devices. The conversion rate would help to improve with the help of different marketing strategies. The budget allocation and limitation would be managed.
Customer referral programs: The change of referral programs would be beneficial for the insurance company. The quotation request in referral programs would improve the responses of popularity of the company. As an example; Healthy Paws Pet Insurance & Foundation has offered a referral program in an online setting with a good cause. The company offered a shelter for ombating pet homelessness with the referral program.
|SEO and social media marketing|
Table 2: Implemented Schedule for Direct Line Insurance Company
Action and Control
SEO marketing would be measured by the implementation of organic traffic, bounce rate, CTR and Keyword rankings for the contents and the advertisement of the company’s content. Organic traffic would help to understand the rate of visibility in SEO marketing. It would be helpful for navigating the customer acquisition. The CTR value would suggest that the amount of search for the particular websites the metric would help to improve the understanding of the factors associated with the customers;’ attention (Hajarian et al., 2021). The metric is used for analysis of the quality in the meta description and content heading. With the help of bounce rate, both the content marketing and online advertising marketing’s effectiveness would be observed (Negricea, and Purcarea, 2020). SEO marketing would be analysed with the help of keywords ranking. This ranking metrics would help the marketers to improve the factors associated with the effectiveness. With the help of social media marketing the number of followers can be increased for the particular company. Therefore, social media followers’ count and shares would improve the attraction of customers in the company. Content would help to understand the backlinking’s effectiveness (Jackson, 2021). Pages per visits, Returns on investment can be associated with the campaigning. The success rate of content marketing would help to improve page views, average time in page and unique visitors.
This report has analysed that different types of marketing campaigns such as content marketing, SEO marketing, social media marketing and online advertisement can help to improve different factors such as unique visitors, average time of visits and page views for Direct pet insurance companies. On the other hand, the factors related to the situational analysis and strategic overviews would improve the effectiveness of marketing and campaigning sessions. The report has observed that the planned marketing containing different activities like online advertising, social media marketing , content marketing would help to attract more customers to the company. Therefore, to improve the effectiveness of digital marketing campaigns would be able to include success and better customer awareness.
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