Insurance-Canada.ca - Where Insurance & Technology Meet

Moving Beyond the ‘Trust’ Factor: Challenging the Traditional Marketing Approach

In the insurance industry, one marketing priority has always stood out: building trust. Trust is what allows consumers to feel good about choosing a certain brokerage or brand over another. It’s how positive word of mouth spreads and how awareness is established. But is trust enough to capture the loyalty of an increasingly informed audience?… Read more »

Millennials Leading the Way for Digital Transformation

With 75% of the workforce expected to be made up of digital natives by the year 2025, digital communications are becoming more and more important. I’m not a millennial, but I live with a few of them, and I have noticed some differences. Big Group/Big Differences.  Big Dollars/Big Opportunities. At first I didn’t buy into… Read more »

A Midsummer Musing on Millennials, Boomers, Technology, and Insurance

It is hard to underestimate the impact that ‘Millennials’ (born between 1980 and 2000) are having on business generally, and marketing specifically.  Every day we see exhortations such as,  “Millennials are a major target … Reaching them via digital is critical.” Interestingly, we might already know a fair bit about this demographic from personal experience…. Read more »

What is Digital Marketing? Exactly What YOU Make It To Be

A wise marketer once told me, “As brevity is the soul of wit, in our world, simplicity is the heart of marketing.”  I sense that we may be introducing unnecessary complexity, and creating barriers to entry, as we move from physical to digital channels.  I’d appreciate your thoughts here. First, What is ‘Digital Marketing’? A great… Read more »

While we are waiting for changes to be processed …

As an occasional writer, I appreciate good use of language.  My collection of favourites includes three sentences used by various telephone customer service representatives. They contain a small lie. But as a wanna-be marketer, I find it really tickles my engagement fancy.  I’d be interested in your thoughts; perhaps we can chat about it in… Read more »

Does the Big Data Future Start with One Step Back?

The old saying, “Data Rich, Information Poor,” seems more applicable today than when it was first coined. Paradoxically, at the same time as we are facing data avalanche, the most important tool to exploit 21st-century data might be one that has been around for more than three decades.  However, this “one step backward” approach may… Read more »

One-Stop Financial Shopping: Will We Find the Holy Grail?

In the news stories surrounding the purchase of State Farm’s Canadian operations by Desjardins General Insurance Group, I saw a phrase that took me back to my insurance roots: ‘One-Stop Financial Shopping’. Conceptually, this has strong appeal for all parties – insurers, distributors, and clients.  In practice, however, results have been spotty. I’m wondering if, in… Read more »

Personalized Marketing: What Do We Know and When Do We Know It?

Reading between the lines of some recent reports, I am starting to think that the more we learn about personalized marketing, the less we know about how to implement it.  Fortunately, there is an opportunity to pose questions to leading experts next week.  I hope you can join me to ask your own questions and… Read more »

What Influences Decisions on Digital Advertising for Insurance?

Back in my hometown of Detroit, I learned that consumer advertising decision-making by automobile manufacturers consisted of one part art, two parts science, and and some unknown parts corporate politics.   I’m thinking that there may be a similar formula in place for decisions on digital advertising by insurers.  I’d appreciate your thoughts on this. “Digital… Read more »

Targeting Niche Insurance Products

Most discussions about marketing personal lines of insurance typically revolve around property and auto offerings. But how can insurers target niche products like boat, ATV, ski-doo, RV and pet insurance? It’s a dog’s life …. Raise these niche products in some boardrooms and you might get a smirk or an exasperated eye roll. Some executives… Read more »