Marketing becomes a key capability for digital insurers
This blog is part of series exploring the nature of customer-centricity. Read the preceding blog. It’s a generalization, but I think few insurance people would regard themselves as marketers. They...
View ArticleHow high-performing insurance marketers harness digital potential
Most CMOs at insurance companies today understand that digital channels and technologies are pivotal to how they compete, innovate and enhance the customer experience. But what sets high-performing...
View ArticleThe talent conundrum for insurance CMOs
Like their counterparts in other industries, marketing executives in the insurance industry generally value people who are focused on understanding customers’ needs and expectations and who excel at...
View ArticleMarketing challenges for insurers
Marketing is becoming more important as customers gain more power, but are insurers missing an opportunity? Marketing has always been important, but that importance is growing as the customer becomes...
View ArticleLessons from manufacturing for insurance marketers
Just-in-time manufacturing offers a model that insurance marketing can—and should—follow. Welcome to the world of just-in-time marketing. As I argued last time, insurance marketers are spending lots of...
View ArticleInsurance CMO Agenda for Marketing Transformation, Part 3: A journey toward...
Eighty-two percent of insurance CMOs say it’s essential or very important to deliver an effective customer experience—but only 67 percent believe they’re doing a good job of it. That’s a key finding of...
View ArticleInsurance CMOs: Move beyond conventional marketing strategies to bolster growth
Traditionally, insurance chief marketing officers (CMOs) practiced conventional marketing tenets, which encouraged greater investments to achieve the most effective growth results for their carriers....
View ArticleHow to attract and retain insurance customers in a marketplace of waning loyalty
In the wake of this trend toward accelerated competitive obsolescence, it is not at all surprising that customers’ brand loyalty is waning: According to Accenture Interactive research, 56 percent of...
View ArticleMarketing has to evolve to thrive in the digital insurance marketplace
In the last decade, the insurance consumer marketplace has evolved rapidly. Products and services come and go; new entrants appear overnight; and insurance customers demand more customized offers for...
View ArticleInsurance CMOs: Deliver the right message at the right time to the right...
In the evolving, increasingly digital consumer marketplace, insurers have to provide a superior customer experience to differentiate their products and offers from the rapidly growing number of...
View ArticleSix steps to building a just-in-time marketing model for insurers
In the first two parts of this series, we looked at how conventional marketing tenets are becoming increasingly outdated in today’s digital insurance consumer marketplace. We also highlighted the...
View ArticleInsurance CMOs need to consider integration of marketing efforts
According to a new Accenture survey, a growing number of insurance chief marketing officers (CMOs) feel they are falling short of meeting their carriers’ growth objectives. Only 53 percent of ... Read...
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