Accenture’s survey of chief marketing officers found that just-in-time marketers behave and operate differently from conventional marketers—and achieve greater rewards.

More than just a buzzword, just-in-time (JiT) marketing requires a mindset and capabilities that set JiT marketers apart from conventional marketers. In this Insurance Insight of the Week, we’ll examine four characteristics of JiT marketers.

Just-in-time marketers behave and operate differently from conventional marketers

Notably, JiT marketers integrate their digital marketing efforts into the rest of the marketing organization—58 percent of JiT marketers described their digital and traditional marketing initiatives as “very highly integrated,” compared with only 19 percent of their peers using conventional marketing practices.

Next week, we’ll wrap up this series by looking at six actions insurers can take to support a shift to JiT marketing.

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