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Just-in-time marketing: Bolstering insurance marketing effectiveness

JiT marketers in many industries outperform peers by abandoning conventional marketing tenets.

Overview

A wide chasm stretches between insurers’ growth goals and their marketing executives’ confidence in hitting those targets. Growth has always been a top priority for carriers, but only about half of their chief marketing officers (CMOs) believe they can meet their growth objectives, according to Accenture research. How can insurers bridge that span? Just-in-time (JiT) marketers in various industries around the world are demonstrating how: By eliminating wasteful and ineffective marketing practices, creating customer opportunities and shaping the customer experience.

JiT marketers’ success depends on achieving the right mix of digital and analytics skills and establishing the appropriate marketing operating model. Insurers, too, can successfully shift to JiT marketing and deliver a differentiated customer experience, setting themselves up to far outpace their peers’ growth. They key for insurers will be developing a half dozen competencies.

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