CAA Insurance Company is part of the CAA Club Group family, and it’s safe to say that we have a number of experts behind the CAA brand who have helped develop and market it very successfully.
We want to share their knowledge with you! This new series of articles was driven by the Broker Marketing Academy course agenda, and at the request of those who attended wanting more marketing insights and tools to help build an effective, integrated marketing plan.
Throughout the year we will share a variety of marketing intelligence tips, and as our Brokers, you will have the opportunity to ask further questions on topics you are interested in knowing more about.
We recently had the opportunity to sit down with Gary, our Manager of Digital Intelligence and Analytics – Marketing for CAA, to learn a bit about his background, experience, and what makes him a Digital Marketing Guru. During our discussion, he imparted a wealth of advice on how to perform successfully in the online space, which we know is often a head-scratcher for Brokers.
When it comes to digital marketing analytics, Gary muses “I’m very suspicious of the numbers! We should look at the patterns, not just the numbers. We hear a lot about making data-driven decisions. I think we need to make creativity-driven and data-supported decisions. The numbers themselves don’t tell you everything. We need to understand our customers’ needs to improve their experience. Customer experience is the only sustainable, long-term, competitive differentiator.”
On the topic of customer experience, he cautions that digital media should not replace offline media – it should complement it. “We, as consumers, bounce from offline to online spaces seamlessly. We can’t force someone to go to our store if they want to go to our website, and vice versa. We need to be there for our customers where, when and how they want us to be there for them.”
We asked Gary what advice he would offer a Broker who is beginning to plan a Digital Marketing strategy:
It is extremely important to create a congruent experience for your web visitors and optimize for their sequence of thought. For instance, if the user clicks on a search result, the information they immediately see on your landing page needs to be consistent with where they came from. This sequence is important, so the customer knows that they’ve landed in the right place… and so that they will continue their online journey with you.
Are you a CAA Insurance Broker and have questions about how to evolve your Digital and Search Marketing strategy in order to improve your web performance results? Contact your Business Development Manager today! Gary, and our other Marketing Experts, are ready to answer your queries and questions on how to elevate your marketing strategy.