Insurance Marketing Trends in 2022

Kevin O'Keefe (BHI Marketing)
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Many consumers have adjusted to the new normal that the Covid-19 pandemic has imposed upon them. However, these changes continue to impact the insurance industry in profound and unusual ways. Here are just a few ways that Visiqua believes insurance marketing will continue to change in 2022 and beyond. 

Transparent Insurance Marketing

The typical consumer is warier and more self-conscious in their purchasing decisions than their predecessors. This is mostly because the Covid-19 pandemic broke the trust between companies and consumers in various ways. For example, because Covid-19 disrupted supply chains, customers did not feel like they could trust companies to deliver on their promises. Visiqua believes that transparency should be a part of every process, from marketing to sales to how the consumer’s data is sold. 

Insurance marketing campaigns in 2022 will work to rebuild that lost trust and establish insurance companies as friendly, relatable, and trustworthy. 

Humanizing the Company

How do insurance carriers make themselves more trustworthy? By creating campaigns that focus on humanizing the insurance company. These campaigns will focus on the experience and story of individual workers at the company. Helping consumers see the insurance company as a collection of individuals and not a monolith. 

Campaigns that show a day in the life of a worker at a company or that share the life story or fun skills that workers bring to the company will become increasingly popular. While some of this humanizing work will happen through traditional internet and television ad campaigns, a lot of it will also happen through social media. Advertising will become integrated into the company’s social media presence as the company grows their brand’s personality.

Video Testimonials

Another way that companies will build trust with their customers is through video testimonials. Reviews and referrals have always been an important part of the insurance marketing process, but today, in such a crowded marketplace, reviews are essential. And this will go beyond the comments section on your website. 

Insurance companies will begin to find creative ways to integrate real customer testimonials into their marketing campaigns to build customer trust. These testimonials will have a secondary effect of showing consumers how much the company values consumer experience and consumer input. 

To take this idea to the next step, some companies will integrate stories into their ad campaigns about times when customer feedback was essential. They will highlight places where customers had valuable insight and show how they changed to meet customer needs. 

Personalized Insurance Marketing

Insurance marketing has become increasingly personalized since the internet age, and this trend will definitely continue. We have more information about our consumers than ever before. We sometimes we will even know facts about the assets that they hold or the hobbies that they enjoy. 

This information will be essential in the next generation of insurance marketing campaigns. Companies will tailor their advertising to target specific demographics with specific interests. It will be important to maintain customer trust. Make sure that consumers do not feel like their privacy is being violated while creating personalized campaigns. 

Communication

Clear and honest communication is an essential ingredient to an ad campaign. As we mentioned before, consumers are more guarded now than ever before. They are not interested in gimmicky campaigns that do not appear trustworthy. Instead, they want clarity and authenticity that cuts through the clutter of a crowded marketplace. 

Your campaigns should incorporate clear communication that speaks directly to the consumer, using simple, compelling statistics that reinforce your company’s values and beliefs. 

Environmental Consciousness

Today’s consumer is more environmentally conscious. They are not interested in investing in companies that waste fossil fuels or that create wasteful, plastic promotional materials. Finding companies that reflect their environmental/charitable values and investing in those companies is more important.

Insurance marketing in 2022 will be more environmentally conscious than ever before. How? Companies will begin by making significant changes in their companies that will benefit the environment and impress consumers. These changes will include: eliminating wasteful promotional materials, becoming a net-zero carbon emitter, holding conferences over video rather than flying people in, and investing in the clean energy sector. 

For these companies, the next step will be providing a clear marketing campaign that tells prospective customers about the changes toward sustainability that the company has made. Insurance companies will need to avoid “greenwashing” by making real changes that have positive impacts rather than making empty environmental promises. Today’s consumers can tell the difference. 

Offering Diverse Products

Consumers today expect that insurance companies will offer a wide variety of services and products. Your company should be sure to include a diverse collection of services in your marketing campaigns so that consumers know that they are working with an agile company that can serve many different needs. 

If you are interested in more information about the marketing industry visit our blog. Visiqua frequently writes articles that give valuable information on changes in the insurance marketing industry. 

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