Brokers Guide to Advertising & Marketing – Zurich & BIBA
Article Synopsis :
Digital and social media are having a lasting impact on the marketing game. Insurance brokers need to keep up with the pace of change to stay sector relevant. Brokers need to evolve the traditional way of marketing and branding in order to address the challenges posed by increasing customer expectations for personalization and convenience.
Zurich and BIBA in their marketing supplement “The Brokers Guide to Advertising, Marketing and Branding”, provide insight into advertising, marketing and branding with guidance across the communications process for insurance brokers. The content discussed in the supplementary issue are:
• Technology in advertising
• Direct response marketing
• Use of social media
• Why choose print advertising
• Optimising your content for increased customer engagement
• The regulatory aspect of marketing campaigns
The issue also lists tips and best practices that can help optimise the marketing and branding effort of brokers.
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Digital Insurer's CommentsDigital disruption has spurred the development of new technologies and social platforms. This paradigm shift is equally applicable for insurers and brokers. A strategic response to changing customer behaviour through digital transformation will be the key to survival in this ever-evolving digital world. Brokers will have to shift focus from content to conversation and customer engagement in their marketing and branding strategy.
The right approach will be to work with insurers and develop a consistent marketing strategy to capitalise on new digital opportunities.
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