Other parts of this series:
Today’s insurance marketplace has been transformed by digital disruption, new competitors and changing customer expectations. Agility helps just-in-time marketers to better negotiate these changes.
Accenture research has found that vast amounts of marketing spend are being wasted: of those individuals reached by marketers, less than 20 percent are in-market customers ready to make a purchase. But making the switch from conventional to just-in-time (JiT) marketing means a shift in mindset and the need to develop new competencies. In this Insurance Insight of the Week, we’ll look at six actions insurers can take to make the shift to JiT marketing.
How to become a just-in-time marketer
Finally, there’s the big-picture need for the insurance marketing function to transition from offering tactical support to driving and shaping the customer experience. In particular, chief marketing officers (CMOs) will need to adopt a greater leadership role within their organizations.
- Register to download Just-in-Time Marketing: Bolstering the Effectiveness and Efficiency of Your Insurance Marketing Strategy (PDF).
- Download the Just-in-Time Marketing: Bolstering Insurance Marketing Effectiveness infographic.
- View other Insurance Insight of the Week videos.
- Email me to discuss how Accenture can help traditional insurance marketers develop the competencies to become just-in-time marketers.