With the spread of the Internet, products and services from various industries are being sold online. In recent years, the insurance industry has seen an increase in the desire of consumers to purchase life insurance online.
In response to this demand for online insurance, AXA Direct Life Insurance succeeded in increasing the number of applications on its own website compared to its many competitors. Based on the company’s success stories, we will explain the importance of consumer-oriented marketing and its efforts.
Reference source:
How to pick up overlooked needs? The reason why digital marketing from the “customer perspective” was successful – AXA Direct Life
From face-to-face to online
In recent years, in the insurance industry, there has been an increasing demand for online insurance applications, such as online life insurance, to make purchasing insurance easier. The spread of the new coronavirus infection will likely have a large impact as consumers have fewer opportunities to go out. Rather than face-to-face sales, there seems to be an increasing trend for consumers to calculate product prices themselves and complete the application process.
The question then becomes, what kind of measures are needed to get people to visit your site among the many life insurance sites? There are a wide variety of insurance companies, but among them, it is necessary for consumers to choose the insurance that best meets their needs from among their products.
AXA Direct Life Insurance, which handles online life insurance, is working to create a system that allows it to provide optimal insurance to consumers without the need for face-to-face explanations.
Below, we will introduce an example of AXA Direct Life Insurance, which has succeeded in acquiring customers through detailed marketing that meets diverse needs.
Reference source:
How to pick up overlooked needs? The reason why digital marketing from the “customer perspective” was successful – AXA Direct Life
AXA Direct Life Insurance Initiatives
Until now, 40% of the insurance sold by AXA Direct Life Insurance was applied for through agents or online insurance comparison sites. However, the first marketing issue to be solved was whether it was possible to increase sales on the company’s website without spending money in this area.
The company aimed to maximize the number of contracts and insurance premium income on its website by proactively approaching consumers with high lifetime value (LTV: the revenue generated for the company from the start of the contract to the end of the contract). .
Reference source:
How to pick up overlooked needs? The reason why digital marketing from the “customer perspective” was successful – AXA Direct Life
Focus on search ads
In order to strengthen online “name search”, it is necessary to be well known. In the life insurance industry, where there is a lot of competition, the same measures that have been taken up until now, such as prioritizing words such as “AXA” and “AXA Direct Life,” will cost a lot of money.
Therefore, AXA Direct Life Insurance differentiated itself from other companies by going back to the basics of “What kind of insurance do consumers really want?” and uncovering detailed needs.
The company focused its appeal on insurance content that was in high demand and sought after by consumers, which may have been overlooked in the past, and worked on search ads that focused on search optimization rather than ads that increased name recognition. .
Consistent advertising content
AXA Direct Life Insurance’s promotional advertisements have been changed from the company name to general words. We approached consumers looking for insurance with match types such as “Medical Insurance/Consultation” and “Diabetes/Insurance.”
Follow up search terms with low scores with responsive search ads (RSA: an advertising feature that automatically combines and delivers multiple ads and descriptions according to the consumer’s search if you register them). After detailed tuning, we created a rule so that when searching for search terms such as “women, insurance, ranking,” only advertisements for “women’s insurance” will be displayed in order to improve efficiency.
One year after implementing these initiatives, the number of contracts and annualized insurance premium income on our company’s website increased significantly. At the same time, we were able to improve the number of CV queries and advertising queries.
summary
AXA Direct Life Insurance accurately grasped the marketing needed for growth and succeeded in increasing sales on its own website, which was its initial goal. It can be said that this is a case study that should be used as a reference, as it was successful in returning from advertising to increase name recognition to advertising from the consumer’s perspective, and uncovering needs that had been overlooked.
Reference source:
How to pick up overlooked needs? The reason for the success of digital marketing from the “customer perspective” – AXA Direct Life