News Article Published:
Wednesday, 29 August 2007
Category:
The BGL Group, a broker which owns several insurance brands such as Budget Insurance and Dial Direct, is using its divisional websites to deliver marketing communications to consumers as they surf.
Using Maxymiser's customer relationship management software, BGL aims to increase the number of returns made by people visiting the sites, Precision Marketing reports.
The software will make the online offers and products that are advertised on the company's webpages more relevant to individual groups of customers that visit, which it will determine using several offsite factors.
The new marketing approach will be used on BGL's Comparethemarket.com, Budget Insurance, Bennetts, and ibuyeco services.
Mark Simpson, managing director of Maxymiser, explained: "With content intelligence, we are moving towards an online world where websites instantly recognise visitor requirements and automatically serve appropriate content, increasing the likelihood of turning a browser into a buyer."
Steve Bone, senior e-commerce manager at BGL Group, added: "We selected Maxymiser for its enthusiasm about optimising online performance and the technologies they have behind them. We look forward to seeing a conversion rate uplift on these four key B2C brands in this highly competitive market."
BGL already received a nice bit of advertising in April this year when the Sunday Times' PricewaterhouseCoopers' Profit Track 100 rankings named it as "one to watch".
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