DIGITAL BUSINESS READY DBR Index and Competi t ive
Analysis ONLINE INDUSTRY: AUTO INSURANCE CLIENT: INSURANCE X
Our Digital Business Ready (DBR) research and planning approach will tell you what to do to increase your online competitiveness and what to expect in terms of results (leads, sales, cost-per-conversion & ROI).
W H AT I S T H E D B R I N D E X A N A LY S I S ?
1. WE SCAN THE COMPETITIVE LANDSCAPE TO IDENTIFY TOP PERFORMING PLAYERS AND WINNING STRATEGIES FOR EACH ONLINE CHANNEL
2. WE RANK AND COMPARE FINDINGS AGAINST OUR CLIENT’S ONLINE PRESENCE TO ASSESS THE COMPETITIVE GAP
3. WE PRESENT A ROADMAP AND RECOMMENDATIONS TO CLOSE THE GAP ACCORDING TO POTENTIAL IMPACT AND AVAILABLE BUDGET
4. BASED ON HISTORIC DATA/FACTS WE SET BENCHMARKS IN TERMS OF EXPECTED RESULTS FROM EXECUTING OUR RECOMMENDATIONS
H O W W E D O I T ?
Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091
MBA from INCAE Business School Master in Internet Marketing from University of San Francisco. +15 years of experience developing B2B and B2C strategies across digital and traditional channels.
MS Sustainable Business Systems, University of Michigan MBA Manchester Business School, UK +18 years of marketing experience in consumer package goods and telecommunications.
MBA at IE Business School Entrepreneur with broad experience in Marketing, Sales and Logistics from his time spent at Kraft Foods. Passionate for customer satisfaction.
MBA at Massachusetts Institute of Technology Entrepreneur. His “customer experience” expertise comes from his time at McKinsey and Co and Amazon.com.
HÉCTOR HERNANDEZ Managing Director
JOSÉ TORBAY Business Strategy
FERNADO D’ANNUNZIO Ecommerce and Digital Branding
ALESSIO DIRANI Client Engagement
I N D E X 1. E X E C U T I V E S U M M A R Y
2. O P P O R T U N I T Y S I Z E
3. I N - M A R K E T S H O P P E R S S E G M E N TAT I O N
4. T O P C O M P E T I T O R S A N D S T R AT E G Y O V E R L A P P I N G
5. C O M P E T I T I V E G A P A N D S O P H I S T I C AT I O N R A N K I N G
6. R E D E E M A B L E S T R AT E G I E S B Y C H A N N E L
7. D I G I TA L M A R K E T I N G R O A D M A P
8. E X P E C T E D R E S U LT S
Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091
(1) Executive Summary | (2) Opportunity Size | (3) Conversion Path| (4) Competitors & Overlapping | (5) DBR Index & Ranking | (6) Digital Marketing Roadmap | (8) Expected Results
M A R K E T I N G C H A L L E N G E Estimate the investment and online capabilities needed to generate 1,000 Leads a month. M a r k e t : U S G e n e r a l
O P P O R T U N I T Y S I Z E On average, there are 750,000 new Online In-Market Shoppers each Month, shopping for “Auto Insurance”
I M S S E G M E N T A T I O N
§ Only 17% search with brand consideration § 55% from mobile devices § 20% search for “Cheap Auto Insurance” § 40% “Get a quote” § 12% “Compare insurance”
T O P C O M P E T I T O R S Based on their SEO and PPC Keyword Strategy the top 4 direct competitors are: Insurance A, Insurance B, Insurance C & Insurance D
D B R I N D E X With 3.2/4 DBR Index, the overall industry sophistication is “high”. The gap between Insurance X and the average of the competitive set is 1.2 DBR points
T O P R E D E E M A B L E S T R A T E G I E S Effective landing pages segmentation to maximize relevancy Social Media listening to identify frustrated competitors’ clients.
D I G I T A L M A R K E T I N G R O A D M A P Phase 1: Increase relevancy on PPC campaigns Phase 2: Social Media Outreach Phase 3: Mobile optimization for On-the-go needs
E X P E C T E D R E S U L T S Based on our findings. At a rate of $6 CPM, 2% CTR, and a Conversion Rate (Visitor to Lead) of 7%. Your media budget should be around $4,500/Month and your Cost-per-Lead (CPL) between $4 and $6.
Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091
California, United States 11.4% (6,121.25) Texas, United States 11.3% (6,057.72) Florida, United States 10.3% (5,494.56) Georgia, United States 4.5%(2, 399.64) Michigan, United States 4.2%(2,242.46) Illinois, United States 3.9%(2,174.82) New York, United States 50.4%(26,983.69) Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091
(1) Executive Summary | (2) Opportunity Size | (3) Conversion Path| (4) Competitors & Overlapping | (5) DBR Index & Ranking | (6) Digital Marketing Roadmap | (8) Expected Results
1.3M Monthly Searches
13%
Branded 27%
Researching
55%
Mobile 87% Unbranded
40%
Shopping
20%
Ready to Buy
Geo. Distribution
24%
Branded
41%
Mobile 76% Unbranded
45%
Branded 35%
Mobile 55% Unbranded
• Insurance companies • Types of coverage • Liability auto insurance
• Auto insurance prices • Cheap car insurance • Auto insurance quotes comparison
• Instant auto insurance • Buy auto insurance online • Where to buy car insurance
B u y i n g S t a g e K e y w o r d E x a m p l e
Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091
(1) Executive Summary | (2) Opportunity Size | (3) Conversion Path| (4) Competitors & Overlapping | (5) DBR Index & Ranking | (6) Digital Marketing Roadmap | (8) Expected Results
Online In-Market Shopper
Goes back to Google to get/compare a 2nd and 3er quote
NEW CUSTOMER
Only 15% Returning Visitors
Search “Auto Insurance:
Clicks Remarketing
Ad
Opens Special Offer
“Insurance Broker”
Validates on Social Media
Schedule a Call
BUYS POLICY
Company Website
Promotion Landing
Page
Segmented Landing Pages
Check Reviews
Broker’s Website
Buys Policy
Click-to-call
No Lead Nurturing Automated Workflow
Fill Form
60% Desertion
No process to monitor sentiment
55% from Mobile 83%
Unbranded
On Average under 40%
of SEO Score
Just a few has a Social Media
presence somehow “planned”
No remarketing campaigns
Less the 15% Open Rate
and 5% CTR
16K Monthly unique authors
complaining about
competitors
53K Monthly
Searches
750K New IMS a Month
Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091
(1) Executive Summary | (2) Opportunity Size | (3) Conversion Path| (4) Competitors & Overlapping | (5) DBR Index & Ranking | (6) Digital Marketing Roadmap | (8) Expected Results
INSURANCEX.COM
INSURANCEX.COM
INSURANCEA.COM
INSURANCEB.COM
INSURANCEC.COM
INSURANCED.COM
Organic Keywords: 8 Overlapping • “online auto insurance” • “auto insurance online quote” • “get car insurance online”
Paid Keywords: 27 Overlapping • “cheap car insurance” • “best car insurance” • “compare auto insurance”
Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091
(1) Executive Summary | (2) Opportunity Size | (3) Conversion Path| (4) Competitors & Overlapping | (5) DBR Index & Ranking | (6) Digital Marketing Roadmap | (8) Expected Results
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
InsuranceX InsuranceA InsuranceB InsuranceC InsuranceD Total
Direct Traffic Organic Search Pay-per-click Social Media Referral Traffic
InsuranceX, 89,000
InsuranceA, 1,070,000
InsuranceB, 763,000
[NOMBRE DE CATEGORÍA],
[VALOR]
InsuranceD, 322,000
S O U R C E S O F T R A F F I C
T R A F F I C S H A R E
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Direct Traffic Organic Search Pay-per-click Social Media Referral Traffic
InsuranceX InsuranceA InsuranceB InsuranceC InsuranceD
T R A F F I C S H A R E B Y S O U R C E
0
1
2
3
4 Desktop Website
Mobile Website
Paid Search SEO
Social Media
Insurance X Category Avg.
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0
InsuranceX
InsuranceC
InsuranceD
InsuranceB
InsuranceA
D B R R A N K
Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091
(1) Executive Summary | (2) Opportunity Size | (3) Conversion Path| (4) Competitors & Overlapping | (5) DBR Index & Ranking | (6) Digital Marketing Roadmap | (8) Expected Results
SET AVERAGE: 2.8
(0) Not present
(1) Under Developed
(2) Industry Average
(3) Best Practices
(4) Best in Class
0
1
2
3
4
0 200 400 600 800 1000 1200 1400
D B R V S . P E R F O R M A N C E
X
C D
A
DB
R I
ND
EX
‘ 0 0 0 M O N T H LY T R A F F I C
B
OPPORTUNITY 675K VISITS/MONTH
GAP: 1.5 DBR POINTS INVESTMENT $75,000
(1) Executive Summary | (2) Opportunity Size | (3) Conversion Path| (4) Competitors & Overlapping | (5) DBR Index & Ranking | (6) Digital Marketing Roadmap | (8) Expected Results
PHASE 1: Increase relevancy on PPC campaigns
• Aligns landing pages with promotions • A/B testing • Remarketing
PHASE 2: Social Media Outreach • Identify tier 2 and 3 influencers among our current clients to endorse or quality
• Intercept upset competitors’ clients on Social Media
PHASE 3: Mobile optimization for On-the-go needs
• Quick quote functionality • PPC mobile campaign • Programatic campaign on mobile display networks
• SEO for Top of the funnel keywords
Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091
(1) Executive Summary | (2) Opportunity Size | (3) Conversion Path| (4) Competitors & Overlapping | (5) DBR Index & Ranking | (6) Digital Marketing Roadmap | (8) Expected Results
Digital Business Ready Report |www.OchoDigital.com | @OchoDigital | [email protected] | +1 786 217 0091
Goal 1,000
Leads/Month
Traffic 14,290
Unique Visits
Impressions 714,2885
Monthly Budget $4,284
PPC 20%
Social Media
Marketing 15%
DSP & Program.
40%
Influencer Marketing
25%
Cost-per-lead $4.3
Blog
Segmented Landing Pages
Conversion* Rate 7%
CTR* 2%
* Competitive Set Average
[email protected] 2030 South Douglas Road. Coral Gables, FL 33134.
+1 (786)217-0091