The medical industry has been quick to spot potential in the young professional demographic. These expats often purchase the same level of cover as older expats, but claim much less, making them a profitable customer segment.
David Pryor, Senior Executive Director of MediCare International, talks to Expat Marketing about this group’s health insurance needs and how best to reach them.
David, what makes young professionals so attractive as a target group?
Just Landed has launched a redesigned website. Key changes include a fresh look, easier navigation and a brand aimed at today’s expatriates. The site is also now optimized for viewing on tablet devices such as the iPad.
The new features complement existing content: more than 50 country guides, an international job board, a marketplace for property and a social community where expats the world over can connect with one another.
How frustrating must it be to have a pile of money in plain sight, yet be unable to get your hands on it?
That’s the case for many banks and financial services firms when it comes to young expat professionals. They see huge revenue potential, but often fail to get their message across.
Rupert Bedell, Head of Group Marketing at Moneycorp, talks to Expat Marketing about the challenges facing financial services firms trying to reach young expat professionals.
International health insurers and banks get little love from social media, according to a recent report from Amplicate, which monitors topics and opinions across social media platforms such as Facebook and Twitter. Amplicate found 70% of all opinions expressed on US health insurance companies over the last 12 months were negative.
Aetna earned the unwelcome distinction of most hated insurer. Only 9% of users expressing positive views of the company in the last year. Believe it or not, however, the industry has actually fared worse on social media in the past.
Many business programs suffer from a lack of international recognition, says Dr. Stuart Dixon, Program Director at Euro*MBA (which The Economist ranked as the world’s #3 online business school in 2010). Top national programs therefore fail to appear on expats’ radars.
Dixon talks to Expat Marketing about how business schools can use online learning to target up-and-coming expat professionals.
How much expert knowledge do you need as an expat marketer?
Alison Massey has worked for Aetna, Goodhealth, Abbey and other major expat brands. As Marketing and E-commerce Director at Now Health International, she launched a new expat health insurance brand in January 2011.
In an interview with Expat Marketing, Alison explains what it meant to build a team of 50 people within a year – and how NowHealth wants to change the expat insurance market in the future.
Reaching a global expatriate audience requires more than flashy web design.
Key to quality expat SEO is optimization in multiple languages. Google Translate just won’t cut it.
As John Tavadros, COO of iProspect, recently observed:
‘But can’t I just optimize my site and translate it?’ I can’t tell you how many times I’ve heard that from large global organizations […] To be most effective, content needs be localized in many ways.
If there’s one person with experience in marketing financial services to expats, it’s Guy Stephenson, Director at Nacelle. Having targeted expatriates since 1988, he has worked with many of the big expat brands in the market.
In an interview with Expat Marketing, Guy explains why more than 50% of British expat banks have disappeared in the last decade, and how this consolidation has opened business opportunities for new products and services.
Following on from the problems highlighted here: The dirty secret of online marketing – let’s take a look at some of the challenges around properly measuring lead sources when the customer calls you.
Unless your website doesn’t have a phone number on it, some of the visitors to the site will call. To make this very clear, if you are not able to measure inbound calls and attribute them into your reporting on campaign effectiveness you will have flawed data. Bad data almost always leads to bad decision-making.
Niklas Nikolaidis from Joinville runs a European network for ethnic marketing with more than 40 million unique visitors. Expat Marketing asked him how companies can target migrants online, and how the industry has evolved in the last decade.
In the US, ethnic marketing has been a major marketing topic for years. In Europe, only few companies run ethnic campaigns. How come?
That’s a very good question. In the US, there are big homogeneous ethnic markets like the Latin Americans with significant spending potential, and companies have noticed this. For example, migrants make up on third of of the market for fixed telephony, or an estimated 86 billion US dollars.