Marketing at Insurers continues to evolve and transition to meet the needs of the varied constituents all are trying to reach. Sophisticated marketing goes beyond campaigns to identifying new market opportunities and segments, planning for how to improve the customer experience, proposing new or changed products, and considering the impact of changes to distribution models and service approaches.
Insurers need to understand the various dynamics that drive the key focus areas and buying preferences of their targeted consumers. While the tactics and specific messages vary by target, one thing is consistent, the need to have an active and reflective mobile marketing strategy, with proactive metrics in place that allow insurers to measure responsiveness and respond quickly to the online community.
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