The Search for Home Insurance, where we meet shoppers:

Welcome to the first in a planned series of “insight” pieces to help you, the insurance shopper, engage with our brand and get to know our thought process a little more.

Today, I am going to talk about search and the massive arena of how you look for, find and use our brand and home insurance quotes.

Your search preferences guide us:

We look to our insurance shoppers to guide us in the places where we position our brand. As long as the majority of Home Insurance buyers reside with the ‘hallowed halls’ of a Google web search, that is where we will seek to engage the bulk of our search strategy.

We utilise AdWords and have done since our re-launch earlier this year. There a lot of good things to say about Google and its products. It is very simple for us to talk to you and express our brand through the variety of keywords you are looking for, that we represent.

The search engine is second to none in the market at present, sure Yahoo! Is a good option, but it is not yet in the Google league and its commercial advertisers system isn’t a patch on the AdWords interface.

Can Microsoft compete?

There are ongoing rumblings about Microsoft’s re-entry into the search market with a new brand, which would certainly be of interest to us if it was neatly done. Microsoft already operates live.com but unfortunately it’s a very long way away from being a brand that can rival Google.

It doesn’t set anyone’s world on fire and highlights the struggle the business has on two fronts, sandwiched between the trendier “Apple” and the inspired search leaders trim and enduring iconic status.

We want to meet you:

Obviously, many consumers now move to visit the aggregator websites such as GoCompare.com , however, these fantastic brands also jockey for position on search websites. Our goal is to progress to the point where we are clearly visible on such consumer destinations.

Consumers in the modern economy demand choice and the ability to rapidly and effectively make decisions. In light of this, no one platform could ever represent the ideal tool for meeting insurance shoppers, each persons preferences are different.

We will continue to run campaigns on AdWords as long as the demand and click through rate from consumers indicates a good match. Whilst we see some great online traffic from Yahoo, we are still unsure that the advertising platform is effective enough for our needs.

It is our ongoing goal to look for the places where insurance shoppers are present and in need of service, off line or online, insurance4everyone is ready and waiting to help.

 

James*

Marketing & Branding team