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The cross-media challenge of the insurance sector
A cross-media way of working is primarily characterized by adapting to the various platforms and preparing the content accordingly. Be it just writing the short and loosely worded text for social media or choosing the specific image format that a website prescribes. Each publication should be optimally tailored to the platform and target group. These individual requirements can be a major challenge, especially for decentralized companies, such as insurance companies. Due to the many local partners, who all have to market themselves, difficulties can arise, especially in central planning and implementation. In the insurance sector in particular, marketing campaigns must not only be adapted to the form of distribution or medium, but must also be individualized and provided with the contact information of the representatives.
Away from manual processes on different platforms
Creating advertising materials for individual insurance agencies and brokers usually involves many manual processes at headquarters. Each advertisement, business card or promotional film must be individually adapted and created. This costs money and, above all, time. Many insurance companies also order their products via various platforms. For example, there are often different online shops for promotional gifts, printed items or office equipment.
A marketing portal links these different ordering systems together and also offers the option of involving existing service partners. This allows local sales partners to order all necessary materials with a single sign-on and individualize them using templates without having to submit a further request to the head office. This consolidation makes everyday work easier for partners and headquarters by connecting platforms, information, data volumes and partners on a portal and making them accessible. As a result, the sales partner only has one central point of contact when it comes to marketing and advertising materials.
Transparent and stringent marketing concept
As a result, a marketing portal also enables insurance companies with many branch offices at local level to carry out uniform brand communication. Thanks to the transparent dissemination of advertising campaigns and measures, brokers at different locations can easily access the same campaigns and order with just a few clicks. In addition, the uniform marketing platform also leads to consistent compliance with the corporate identity. On the one hand, a marketing portal offers the option of brand management Please refer extensively to the design guidelines. On the other hand, by working with templates, it makes it possible to make only certain parts of the advertising material individually adaptable and thus automatically comply with the design requirements.
Quick adjustment to campaign priorities
Central management also allows the supraregional marketing and action plan to be communicated. Especially in the insurance industry, which is heavily influenced by seasonal advertising priorities, the marketing department is often faced with the challenge of communicating and making use of the various advertising focal points simultaneously to all sales partners. A marketing portal enables headquarters to provide all sales partners with a holistic marketing concept. This results in a shorter time-to-market and fast and cost-effective communication. At the end of the campaigns, it is also easy and quick to take stock by internally evaluating the success of the measures and advertising materials used.
In this way, a marketing portal can optimally support insurance companies' local communication and be used individually to meet cross-media challenges. This results in consistent, fast and cost-effective marketing communication at all local insurance locations.
If you would like to find out more about the challenges in the insurance industry and possible ways to improve them, feel free to take a look at the insurance industry solution.