8NOVEMBER 2024IN MY OPINIONIN MY OPINIONIN MY OPINIONYiguang Qiu, VP of Marketing, Orion180TOP EMERGING TRENDS IN INSURANCE MARKETINGAs the head of a marketing department, what do you perceive as the most significant emerging marketing trends, particularly within the insurance industry, and how is your team positioning to capitalize on them?1. Creating empowering and catalytic content and campaigns:More and more companies are moving beyond typical personalization and focusing on what Gartner describes as "catalytic marketing." Dove's "Real Beauty Sketches" campaign has created a phenomenon. This campaign sparked a global conversation to challenge societal beauty standards and pave ways to empower women to pursue beauty. This campaign has been so engaging and empowering that it has gone viral with almost 200 million views and won the Titanium Grand Prix.The catalytic moments created by this type of content and campaign often generate deep engagement, empowering prospects and customers to achieve or exceed their goals. The results for the brand would be higher awareness, consideration, and purchases. 2. Leveraging deep data analytics and AI to advance digital transformation and deliver consumers a seamless omnichannel experience:The insurance industry is still undergoing a digital transformation, and many struggle with gaining efficiency and meeting customers' expectations. Carriers' challenges are more from outside than inside the industry. They are constantly challenged to provide experiences that are near or match those of Amazon, Netflix, Uber, and the like. It is no small feat. Increasingly, insurance customers are using websites, online platforms, and mobile apps to research, purchase, and manage their insurance policies, demanding a similar experience from these established champions. We are pressing to build an infrastructure that allows us to understand the customers' behavior, needs, and wants, and Yiguang Qiu
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