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Maximizing Value From Direct Marketing – AEGON Report

Article Synopsis :

As digitisation gains ground the next sought after goal for insurers is modelling the new age direct marketing strategy through customer engagement. This is becoming increasingly important to prioritize as traditional channels and marketing strategies are yielding less effective results. Modelling customer behaviours and devising a digital marketing strategy will be challenging because of the proliferation of delivery channels and customer touch points.

 The Digital Insurer reviews AEGON’s Report on Maximizing Value From Direct Marketing

Digital customer engagement

Tim Gilmour, Chief Marketing Officer, AEGON in the report “Maximizing Value From Direct Marketing: Customer Engagement”, presents the concept of a Customer Engagement Platform designed to enrich customer experience and regain direct control of the customer relationship. The platform incorporates new age digital technologies, Big Data, E-Commerce, Mobile and Channel Integration and identifies one of the key elements of customer engagement as being a ‘two-way process’

The report also highlights some of the challenges insurers will face in the creation of a meaningful Customer Engagement Platform related to:

  • Data
  • Business Constraints
  • Big Analytics
  • Consumers
  • Integration

Link to Full Article:: click here

Digital Insurer's Comments

Digitisation has empowered customers, giving them more control over what they want to buy. The proliferation of technology and social media channels have opened up new opportunities to derive customer insight by leveraging capabilities in Big Data and Analytics. Insurers need to take their marketing strategies to the next level with additional insight that will be an enabler for:

  1. Targeted Marketing
  2. Multichannel Campaigns
  3. Multichannel ROI analysis

Link to Source:: click here



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