AdExchanger: How does Allstate add value on mobile?
Some of the things we do are simple, like being able to log into the Allstate app using touch ID or accessing an insurance card without having to log in if the user gives us the permissions or being able to drop a pin so you can remember where you parked your car. It’s the small things that make everyday life better.
Beyond that, we have free apps you can use whether you’re an Allstate customer or not. Drivewise helps people drive better and gives them a way to have a better driving experience, while with Good Hands Rescue you can request a tow truck and see the estimated time of arrival just like with Uber. You can even message the driver and send your ETA to friends or family who might be concerned about you.
What’s your user acquisition strategy?
We think about it as relationship initiation. Whether that’s a marketing touch point or someone engaging with one of our apps, once a relationship has been initiated with us, we immediately think about how we’re going to cultivate it.
In order to be successful, we also have to initiate and do it in a way that’s as contextual as possible to you. If you’re stranded at the side of the road, for example, it doesn’t help to talk to you about Drivewise and all the rewards you can get because you just need a tow truck.
How do you approach contextual advertising?
Marketers need to know about customer behavior, but context can also be improved through other types of information, like location.
Say you know someone is getting ready to buy a car. In that case, insurance is likely something that person would be interested in and we can target accordingly. But if we have GPS information to suggest that someone is actually at a dealer, we can make the message far more contextual.
The customer journey goes well beyond A then B then C then D. It comes down to making sure I have products I know will be compelling to the consumer, leveraging data to make my marketing appropriate and gleaning insights so we can have creative that is best suited for that context and that person.
Allstate brought its digital media buying in-house in Q1 2015. How’s that been going?
We’ve been extremely happy with our ability to bring this in-house because we find that we’re much closer to the data, and that allows us to better optimize our marketing. We still have a great partnership with our media-buying agencies, but our internal team has seen good results.