Cornhill Direct: Navigation. Conversation

Client: Cornhill Direct
Services: Paid Search, Natural Search, Web Development, Social Media, Insight & Analytics
Territory: UK

Sharon Kellett, Direct Marketing Manager, Cornhill Direct

“It’s easy to buy keywords, it’s much harder to become part of online conversations and to really connect to the online networks that influence purchase. The research phase of this campaign has given us a new level of insight into how our consumer’s behave online – the language that they use and the places that they go. Using that insight, iCrossing has created a campaign that speaks to our customers and how they behave, not how we want them to behave, and that’s how we believe we can really connect as a brand with our online audiences.”

Overview

iCrossing has acted as the search engine optimisation (SEO) agency for insurance provider Cornhill Direct for the past two years.

Cornhill Direct, which is part of the insurance giant Allianz, offers car and home insurance direct to consumers and had a historical need to ensure its positioning in search engine results.

In mid-2008, however, the brand decided to take a much more pro-active approach to its online communications strategy. Changes in Google’s approach to search ranking and the rising importance of social media in consumer’s online journeys, meant that it needed to re-evaluate how it addressed its customers online.

iCrossing’s approach to online marketing is focused around search and social media and is based on an analysis of ‘connected brands’. In the online world, brands can no longer operate as a standalone channel – they can’t simply broadcast their offering to consumers in the hope that they’ll passively consume it. Instead, they need to see themselves as part of an online network, where their brand sits at the centre of an interlocking set of relationships and conversations.

Consumer’s interaction with brands is no longer restricted to passively consuming advertising – instead they are online researching a brand on search engines, discussing it on social media or reading about it on review sites. iCrossing used this analysis as the basis for their new campaign for Cornhill Direct.

iCrossing’s team used cutting-edge research techniques to identify the issues that had most resonance with their target audience. They then used this insight to build a raft of on-site content that would not only spark off online conversations and interaction amongst the brand’s network, but would also beneficially impact on the site’s search rankings.

Download the full case study (PDF)

Find out more
+44 (0)1273 827 700
resultsREMOVE@icrossing.coME.uk