Engagement marketing offers insurers the opportunity to cultivate customer loyalty through continual, personalized interactions. That is, rather than marketing at customers, insurers can engage with them and build lifelong personal relationships.
This point of view outlines three steps for effective engagement marketing: insurers must know their customers, tailor their key messages and deliver a differentiated customer experience. Furthermore, insurance marketers must be able to achieve engagement marketing at scale. Key enablers include marketing data and analytics, a customer-centric data environment, and supporting agents to nurture leads and foster ongoing dialogue.