Competition, regulatory requirements, an intangible product, and a distributed field organization of agency partners – these are among the top challenges insurance brand marketers face.

Technology can help tackle some of these challenges, however insurers have historically resisted innovation. A report by McKinsey on digital disruption in insurance stated bluntly, “Insurance has been relatively slow to feel the digital effect… But the industry is not impregnable. Companies that fail to adapt will weaken under the pressure exerted by those that use digital technology to slash costs and get better returns on their investments.”

Tags: marketing campaign, MRM, Insurance Marketing, marketing resource management, marketing systems, local marketing automation, marketing portal

Getting consumers to talk about and share their positive experiences with your brand, product or service with other people is the Holy Grail of marketing. It’s called word-of-mouth (WOM), and it’s one of the oldest and most effective forms of marketing. It’s estimated that word of mouth drives $6 trillion in annual global spending and is responsible for as much as 19% of purchases.

Tags: brand advocacy, marketing campaign, direct mail marketing, MRM, Insurance Marketing, marketing resource management, local marketing

This year’s Franchise Customer Experience Conference (FCXC) brought together industry leaders, innovators, and experts from every corner of the franchise industry. The 3-day event was jam packed with informative workshops, breakout sessions, panel discussions, and of course networking. I’m excited to share my top 3 takeaways from FCXC 2023 that highlight the trends and strategies that are likely to drive customer experience and innovation across the franchise industry in the year ahead and beyond.

Tags: marketing campaign, customer experience, local marketing, franchise marketing, multi-brand marketing

Digital is king for today’s direct marketers. Or is it? Based on the findings of its annual direct marketing survey, the Association of National Advertisers (ANA) reported that while marketing professionals certainly make use of modern technology in their direct marketing efforts, traditional methods, such as sending messages in letter-sized envelopes via the U.S. Post Office can be remarkably effective. According to ANA’s survey, those who direct mailed a letter-sized envelope reported 112% ROI, ahead of SMS (102% ROI) and email marketing (93% ROI). Other direct mail formats that performed well included postcards, dimensional mail, and oversized envelopes, all of which exceeded 90% ROI.

 

“This important study demonstrates that traditional forms of direct marketing continue to be powerful engines for accelerating brand growth,” said ANA CEO Bob Liodice.

Tags: manufacturing marketing, marketing campaign, direct mail marketing, MRM, Continuity Campaigns, Insurance Marketing, marketing resource management, financial services marketing, franchise marketing

We know from our work with distributed organizations in industries like banking and financial services, franchising and insurance, that corporate marketers often look for ways to make marketing easier for their frontline operations. Automated marketing campaigns and services – like managed social media, set-it-and-forget-it direct mail campaigns, and lead transfer programs – are great examples. These services make it easier for frontlines to execute locally customized, recurring marketing campaigns. But managing and administering these services can be a drain on corporate marketing resources.

Tags: digital marketing, marketing campaign, direct mail marketing, MRM, Continuity Campaigns, social media, marketing technology, Insurance Marketing, marketing resource management, local marketing, marketing operations, local marketing automation, financial services marketing, franchise marketing

When it comes to driving business growth in distributed organizations, the importance of local marketing campaigns cannot be overstated. How quickly you get campaigns to market across your footprint, your system or your regions is critically important for staying ahead of the competition or for responding to changing market conditions.

Tags: marketing campaign, MRM, marketing technology, Insurance Marketing, marketing resource management, local marketing, marketing operations, local marketing automation, financial services marketing, marketing technology buyers' resources, franchise marketing

For marketers, a primary goal is to maximize marketing ROI by ensuring marketing spend produces the best results. This means sending campaigns to the right people, at the right time, with the right message. But how can you know what’s right?

Tags: marketing ROI, campaign management, brand consistency, marketing campaign, target marketing, marketing data analytics, data-driven marketing, market research, data-driven marketing campaigns

Technology has made it easier than ever for distributed organizations to execute marketing campaigns at the local level. With marketing resource management (MRM) systems, programs can be centrally managed by corporate marketing to maintain control over things like brand standards, custom requests, messaging, regulatory compliance, and approvals, while also empowering local teams to customize campaigns to provide greater relevance to their local customers.

Tags: campaign management, marketing campaign, MRM, marketing technology, Insurance Marketing, marketing resource management, local marketing, financial services marketing, distributed marketing, franchise marketing

When a marketing analyst begins the quest to build a predictive model for a marketing campaign using past data to forecast future actions, it should be simple, right?

Use past data to predict future actions. It’s science.

Tags: marketing campaign, marketing data analytics, data-driven marketing, customer data management, Actionable Marketing Data, predictive modeling, predictive modeling for marketing campaigns

Marketers invest significant time and resources in creating campaigns they hope will engage their target audiences, increase sales and grow their businesses. But, of course, in today’s marketing environment, hope is not enough. Marketers need to be able to make confident marketing decisions about how they invest their marketing dollars – which channels to use and when to use them – in order to achieve the greatest return on their investment.

Tags: QR Codes, marketing campaign, email marketing, direct mail marketing, brand awareness, marketing data analytics, data-driven marketing, customer data management, Actionable Marketing Data