The Power of Omnichannel Marketing in the Insurance Industry

Is ‘omnichannel’ in marketing just a buzzword? Or does it have a place in the insurance industry? Thomas Brett, head of business development at Contact State discusses how this, often overlooked strategy could change digital customer journeys for the better. 
The insurance industry is experiencing a seismic shift in customer expectations and preferences. Consumers don’t want to get tricked into entering their details into a ‘calculator’ for a quote, only to be harassed by sales teams. They want to be able to make their own choices about how and when they are contacted. 
What is Omnichannel marketing?
While traditional marketing methods are still relevant, many insurance providers are increasingly incorporating digital marketing strategies to complement their efforts and reach a broader audience online. Unfortunately, lots of these online marketing campaigns are siloed, and modelling which advertisements or channels are working can be very tricky. 
Omnichannel Marketing revolves around creating a cohesive and integrated experience for customers across various touchpoints. Touchpoints should include websites, emails, perhaps mobile apps, and SMS/messaging apps, not just the traditional phone call(s). It’s a holistic approach that seamlessly integrates various channels of communication to provide a unified customer experience. In the context of insurance, this means meeting potential clients where they are, whether it's on social media, through email campaigns, on your website, or even via mobile apps.
The benefits to insurer brands
·      Personalised Engagement: One of the key advantages of omnichannel marketing is its ability to tailor content and communication to individual customers. Through data analytics and customer profiling, insurers can understand their audience's preferences, behaviours, and needs, allowing them to deliver personalised messages and recommendations. 
·      Seamless Customer Journey: Omnichannel marketing aims to create a seamless customer journey, from initial awareness to conversion and beyond. By integrating various channels, insurers can guide potential customers through each stage of the purchasing process smoothly. For example, a customer might first discover an insurance product through a sponsored post on social media, then proceed to research it further on the company's website, before finally completing the purchase online or through a mobile app.
·      Data-Driven Insights: By leveraging data from multiple channels, insurers can gain valuable insights into customer behaviour, preferences, and needs. Analysing this data empowers insurers to tailor their products and services, optimise marketing strategies, and deliver personalised experiences that resonate with their target audience. Building attribution models will become much easier as marketing is bonded in a cohesive journey instead of disparate campaigns hoping to reach consumers. 
·      Competitive Advantage: In a competitive marketplace, differentiation is paramount. By embracing omnichannel marketing, insurers can differentiate themselves by offering a superior customer experience. Imagine as an insurance provider utilising cheaper media on the weekend with a slick customer journey which gives the consumer the choice to book in a call with an adviser? These types of innovations where you meet the customer where they are, will provide an advantage in a crowded market. 
Embracing the Future
At Contact State, we recognise the transformative potential of Omnichannel Marketing in the insurance industry. By changing how we contact customers and by utilising innovative new technology, we're committed to helping insurers unlock new opportunities for growth, differentiation, and the tools needed to protect more customers. 
All of this is possible but can be daunting due to legacy tech and separate processes and platforms. 
At Contact State we provide bespoke, low code technology wrappers to ensure all blocks in the insurance marketing chain are connected. With minimal effort, insurers are using this to improve customer journeys, enrich leads to point of advice or sale, and even utilising new data to predict cancellation rates. 
Contact me to find out how.

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