June 2021: Post-pandemic Marketing Mix: Branding + Performance Marketing

Many insurance industry marketers dramatically accelerated their use of digital marketing during the pandemic, focusing on lead-generation and other performance marketing tactics.

But as a recent article in the Harvard Business Review points out (Ten Truths About Marketing After The Pandemic), as we move forward there is a strong need to balance brand/product awareness and performance marketing to achieve the best results.

“Many companies are bringing their customer relationship (CRM) team closer than ever to their media teams to see the full continuum more easily and realize efficiencies,” writes the author, Janet Balis, who heads consultant E&Y’s CMO practice.

“It will be important for companies to leave space for both brand and performance marketing given that bottom funnel strategies drive top funnel goals and vice versa. Simply put, they work better together,” she says.

I couldn’t agree more. And this is a key reason why PropertyCasualty360 is now offering a new Integrated Marketing Hub solution.

We’re offering branding and awareness with a big-time promotional program that drives prospects to four of your brand/product assets on an interactive content hub. And we offer performance marketing via a lead-gen program and a follow-on ad program that provides air cover as your sales team follows up on the leads. (Click here for details). And all of this is project managed for seamless execution.

As always, if you have any questions, please feel free to contact me via email at [email protected]. Lastly, as usual, please read on to find the latest insurance industry developments that are most important for marketers to know about.

Trends Property & Casualty Insurance Marketers Need to Know

• A decade ago, insurance was labeled as an industry of slow technology adopters, but the pandemic propelled insurance digitalization forward. Consumer expectations have changed, and insurers that fail to keep up with the speed of business modernization will likely lose market share. We cover insurance technology in a myriad of ways and have probably just begun to scratch the surface in terms of analyzing how this industry continues to reshape itself for the future.
• We know that diversity, equity and inclusion issues are on the minds of insurance executives as this theme continues to show up on insurance conference agendas and in company blogs and newsletters. Our readers seem especially queued into DE&I coverage when it involves major industry players. For instance, we saw positive metrics around “Is diversity the next big D&O risk,” penned by an executive from CFC Underwriting.