Marketing Strategy - Showtime Digital - Results from #14

Using Anchors to convert consumers

Marketing Strategy

Using Anchors to convert consumers

Empirical studies allow us to understand en masse how people respond to certain stimuli. For example we gravitate to the familiar; we seek security in patterns, expressing scepticism in the unfamiliar. When we use these techniques online they don’t work all the time but in general most people, the majority of the time, are subject to anchors. For example a bias we all experience would be when we see a green light at an intersection and accelerate away without first looking for speeding cars coming in the other direction. Or when the phone of a stranger nearby rings with the same ringtone as your own phone and we reach to answer our phone. Our brains tell us based on the last 100 times when X has happened, Y was the outcome and the statistical probability of danger is extremely low. The brain has now found a short cut it trusts…

Compare the Market v iSelect – The budgie smugglers are on

Marketing Strategy

Compare the Market v iSelect – The budgie smugglers are on

Last Sunday we saw the new advertising from iSelect feature a new campaign without Jason Geary. We questioned how long this would take given the environment. iSelect’s chief executive Scott Wilson said, "Last year we spent $5 million advertising our energy business and our health sales went up". So it appears at least part of the change in marketing is in response to the market’s tunnel vision of the comparison site. Here at Showtime we were always curious about the lack of digital optimisation the company placed on their other services.

The gloves are off - Compare the Market v iSelect

Marketing Strategy

The gloves are off - Compare the Market v iSelect

The family sits around the TV and during the commercials the Meerkats (Aleksandr and Sergei) come on. They’re funny and they’re cute. The Ad finishes and your little one says, ‘They’re funny daddy...what’s a Meerkat’? ‘I don’t know, lets Google it’. He searches Google...‘It says it’s a Mongoose’. ‘What’s a Mongoose daddy’? ‘I’m not sure’. ‘Can a Mongoose fly’? Yes you get the idea; the Australian audience has never quite understood the Meerkats. They endeavoured to use a carbon copy approach which worked very well in the UK but it didn’t seem to gel with the Australian market. Over the years they’ve spent a lot of money on TVC’s making us feel comfortable about the antics of Aleksandr and Sergei. So who is Compare the Market (CTM)? It’s a brand which started back in 2006 and does supremely well in the UK but since its September 2012 launch in Australia…

The Headline to kill all Headlines

Marketing Strategy

The Headline to kill all Headlines

With all the work we do to create conversions a headline can either nail the conversion or kill it. During the first 3 seconds you must answer the 3W’s - Who are you? Why should I care? What’s the next step? The most important of all of these is the Why. Why should I care, what’s in it for me. How are you going to improve my situation?

You can trust us…we’re the new market place lenders

Marketing Strategy

You can trust us…we’re the new market place lenders

Shayne Elliott, the new CEO of ANZ was the guest speaker at Fintech Melbourne’s first meetup of 2016 on the 4th Feb. His comment on trust as being the key driver in their consumer relationships got me thinking. Are the new market place lenders conveying the trust needed to secure business over their websites and landing pages?

18 February 2016

iSelect: A case study in website function over fashion?

Marketing Strategy

iSelect: A case study in website function over fashion?

At the moment there’s some talk in financial circles about asking online retailers for advice on how to take consumers through their user journeys. The reasoning is online retailers have an understanding of the on boarding process, in motivating repeat purchases and they do it largely without the need for call centres. But there are other sources of knowledge closer to home and I’m going to share one from the insurance sector.

16 February 2016

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