Programme

09:00 Registration and coffee

09:30 Opening Keynote: formulating a comprehensive digital insurance strategy

Seeing through the eyes of the customer when looking at digital - what do your customers want?
The story so far - how far has the insurance market really come?
Proving the ROI of a digital strategy - taking it to your CEO

Peter Markey, chief marketing officer, RSA Group

10:00 The generation game - fitting your digital strategy to the digital profile of your market

Understanding how different generations perceive and use the digital environment
What does this mean for insurer product propositions?
Tailoring communications appropriately to strength your relationship with current customers and acquire valuable new business

Kevin Taylor, CEO, Gravytrain

10:30 The future of marketing is inbound

Buying insurance is no longer a linear process, and in the online space, the buyer has control.
Using inbound marketing techniques such as social media to earn, not buy, the attention of your market and increase conversion rates
Creating a consistent message across all the platforms in your insurance digital strategy
Creating positive connections: how to effectively reach every potential customer through engaging content

11:00 Q&A

11:10 Coffee and Networking

11:40 Maximising the mobile opportunity

What does growing mobile web and application adoption and rising customer expectation mean for the insurance world?
How do levels of engagement differ on apps and mobile sites?
What is the impact of HTML 5 on mobile sites?
What are common challenges and best practices to deliver quality mobile web and application experiences?

Amir Rozenberg, APM global manager mobile, Compuware Gomez

12:10 Maximising the ROI of online business

Maximising the value of finding people online - how do you do it and how can SEO and PPC add to this?
Implementing social media to optimise SEO

Alastair Douglas, head of marketing and analysis, Simply Business

12:40 Lunch and Networking

Personal lines sessions:

13:40 Securing distribution: brand strategy vs. comparison sites

Acquiring customers through comparison sites is the norm for many insurers these days. But what are the pros and cons of doing this?
Where to invest in your brand to maintain control and guarantee ROI.
Is one a more effective strategy than the other, or should insurers really be doing both to maximise distribution opportunities?

Nick Melvin, MD, Delineo

14:10 The importance of sentiment analysis in 2.0 marketing

Fabio Lazzarini, marketing manager, Cribis D&B

Marcello Pellacani, partner and vice president, Expert System

14:40 Where next for online personal lines?

In this case study, delegates will gain advice and examples from a leading online industry on how to move online personal lines insurance to the next level.

Commercial lines focus sessions:

13:40 Getting commercial lines insurance online: an overview

How might the rise of generations X and Y into business affect the appetite for online commercial insurance?
Assessing the limitations of online commercial business - why has progression been so slow and how can this be overcome?
Case studies of successful commercial insurance online - what has already been achieved?

Graeme Newman, director, CFC Underwriting

14:10 How is digital changing traditional relationships in the commercial lines space?

How can insurers boost the e-enablement of brokers
What is holding brokers back? It is the increased transparency and product differentiation that an online market provides?
Are aggregators entering the commercial space? What effect might this have on broker-insurer relations?

Andy Heap, MD, Digital Reach

14:40 Driving change - the development of SME business needs online

The effects of growth in the online SME market
What are the critical elements of a digital strategy for the SME market?
Will the aggregators ever truly penetrate the SME market?

Valerie Hockley, managing partner, PolicyBee

15:10 Q&A

15:20 Coffee and Networking

15:50 Online and offline integration - maintaining the right balance

Merging digital and traditional strategies: how far down the line should the insurance market go?
Where can traditional methods like direct mail and email marketing continue to add value in this constantly evolving digital world?
Are there some kinds of insurance that digital strategy simply will not work for?

Paul Wishman, group e-commerce director, LV=

16:20 Closing Panel Debate: The future of digital strategies in insurance

Apps, mobile technology and social media have all been mentioned numerous times both in this conference programme and elsewhere. But what does the future hold? What might we be talking about come 2013?