An interesting report on how well insurers are developing digital brand profile and driving traffic to their sites. However, this only tells half the story. The next question is "what happens when they get there"?
Frankly, outbound marketing is easy. By far, the greater challenge insurers face is dealing with inbound marketing. When a customer contacts you, can you quickly and easily identify them, what they want and everything you know about them, then in context, provide a great customer experience based on that knowledge?
The majority of insurers cannot do this yet, a small number do it well. It requires Artificial Intelligence to identify, and engage the person at a completely individual level and guide the customer to the best possible outcome as efficiently and effectively as possible.
Digital marketing agency Inside Online has released its “Motor Insurance Digital Insight Report,” which examined 46 of the top UK websites within the sector. The study looked at brand reach, links, and visibility to gauge motor insurers’ digital performance and how they fare against each other. The study revealed that Aviva had the greatest brand reach score, with 246,000 brand searches per month, as well as an owned social score of 32.7. Zurich, Churchill, Hastings Direct, and Saga completed the top five when it comes to overall brand reach.