Marketing Minute

AIG

  • Brought attention to how tech and insurance merged together to help one another. The #makingof hashtag drives to an interactive, paid case study post showcasing AIG’s IoT innovation
  • Shared a video news story covering the 2016 AIG Winter Summit and supporting Warfighter Sports through a partnership with Disabled Sports USA that has raised $4M over the past decade

 

Zurich

 

Travelers'

  • Continued utilizing the hashtag #ThinkSafe and corresponding landing pages to discuss topics such as spring maintenance, national work zone awareness and staying alert while driving. They tweet one or more new topics weekly, on average
  • Asked “are you driving under the influence of your phone” with posts prompting insureds to take their quiz for National Distracted Driving Awareness Month, again utilizing the hashtag #ThinkSafe

 

Other Posts

InsuranceJournal.com
The Hartford continues to tie social corporate responsibility back to one of their biggest profit drivers, group disability insurance, using quantitative research and a twenty year partnership with the U.S Paralympic athletes.
In a panel discussion at South by Southwest, Lindsay Pollak and U.S. Paralympic gold medalists discuss how technology, medical advancements, and demographic changes are leveling the playing field between athletes with disabilities and those without.

InsuranceJournal.com
Higher catastrophe and energy-related losses caused Liberty Mutual to shift focus toward small commercial lines, middle market segment and specialty lines.
Liberty Mutual saw profit drop 70% due to higher catastrophe and energy related losses including severe storms in the U.S, U.K. and Australia along with an earthquake and floods in Chile.

 

TL;DR erodes marketing effectiveness.

“This is great dude, but I only read 140 characters at a time.”

“This is great dude, but I only read 140 characters at a time.”

The insurance industry has generally been a conservative one – its fundamental premise is one of avoiding and/or managing risk, after all. Which is why it’s not a surprise that despite the “gung-ho” attitude of many marketers today, many older or larger companies still insist on developing long-format traditional (PDF formatted) sales materials and content. This, despite the fact that 95% of B2B buyers indicate they prefer short, easily digestible content, such as infographics, rather than longer-form pieces such as white papers and webinars. And, 72% of B2B respondents also indicate they spend less time devoted to reading and research. Which is why the TL;DR (too long, didn’t read) acronym may be more applicable to the insurance industry than just about any other (excepting legal, of course). So, what can an insurance marketer do to help break these old habits and prove the case for shorter, more effective content?

Starting with segmentation and documenting the content and media consumption habits and preferences for all of your segments is a good place to start. Knowing that the needs and wants of the dedicated risk manager are quantifiably different than the CFO for a small or middle market company, and the priority of these different types of customers on your bottom line, impacts the type of content you should produce and the investment you make in both. It sounds like marketing basics 101, but we’re constantly surprised at how few companies (large and small) approach content with a “one size fits all” content approach.


Intrigued? Keep the insights coming.

Want to learn more about how you can get a better handle on your customer segments, generate more actionable content, and get more ROI and more satisfaction from your marketing spend? Drop us a note, subscribe to our newsletter or check out our blog. With more than ten years of experience in the financial services and insurance industries, we’d be happy to share more about how we’ve helped other marketers successfully rethink and retool their marketing communications strategies for greater effectiveness and outcomes.

About Magnani Continuum Marketing

Since 1985, Magnani Continuum Marketing has made it easier for organizations selling in highly technical and complex markets to deliver the most effective and seamless traditional and digital brand experiences.

We’re more digital than advertising agencies. More strategic than digital marketing shops. More creative than management consultants. And a heck of alot easier to work with than almost all of them. We’ve helped some of the largest insurance and financial services organizations, and some of the most exciting new startups too. And we’d love to talk with you.

Agents often overestimate their role and value to the customer.

“New and improved! Insuro-agent! Now with industry-specific advice! Collect them all!”

“New and improved! Insuro-agent!
Now with industry-specific advice! Collect them all!”

How can you improve your marketing ROI and increase your marketing effectiveness and your market share?

Our experience conducting and auditing more than ten years of insured focus groups has reinforced that while the end purchaser values the role of the insurance agent/broker's recommendation in their decision to select a carrier, they are increasingly turning to the internet to validate their recommendation.

Combine that behavior with continued entrance into the insurance marketplace by online sellers like Google, Amazon, and Costco, now more than ever, agents and brokers need to work harder to reinforce personal relationships with their customers and should explore digital tools to help strengthen them. That means not just putting together a strong advertising and retention strategy, it requires having an SEO-optimized website, strong and constantly refreshed content, a robust marketing automation program and an engaging social media presence too. And it needs to work as well (if not better) on mobile than it does on desktop, since 48% of digital users say that if they arrive on a business website that isn't working well on mobile, they take it as an indication of the business simply not caring about them (Source: MarginMedia), which opens any agent or broker up to greater scrutiny and competition.


Intrigued? Keep the insights coming.

Want to learn more about how you can reinforce agent value to your customers and get more engagement, more ROI and more satisfaction from your marketing spend? Drop us a note, subscribe to our newsletter or check out our blog. With more than ten years of experience in the financial services and insurance industries, we’d be happy to share more about how we’ve helped other marketers successfully rethink and retool their marketing communications strategies for greater effectiveness and outcomes.

About Magnani Continuum Marketing

Since 1985, Magnani Continuum Marketing has made it easier for organizations selling in highly technical and complex markets to deliver the most effective and seamless traditional and digital brand experiences.

We’re more digital than advertising agencies. More strategic than digital marketing shops. More creative than management consultants. And a heck of alot easier to work with than almost all of them. We’ve helped some of the largest insurance and financial services organizations, and some of the most exciting new startups too. And we’d love to talk with you.

What insureds say they want is often not supported by how they actually behave.

While many insureds and potential insureds (especially those in the middle market) express the desire to have in-depth and specific loss control materials and content at their disposal, our research shows many of them never actually use them. One reason may be that brokers and carriers who create these materials aren't creating them for most insureds' medium of choice - their mobile device.