Aviva, AIG, XL Catlin and Zurich discuss importance of brand within insurer marketing strategies

Insurers are becoming more sophisticated in their quest to deliver ‘brand value' given the growing number of marketing channels available to deliver their messages.

This was one of the conclusions drawn from this latest docu-video from Incisive Media's insurance division in association with Lamb Brand Formula.

AIG marketing director, global commerical marketing, Richard Hebblethwaite, said: "The increased use of analytics really helps us to understand where the areas of opportunity are for the business. So getting a bit of science into our marketing has been really helpful in terms of deciding the right products to offer the right clients."

XL Catlin marketing and brand strategy director Ashley Stockwell, added: "Digital [is a channel] that we have begun to use an awful lot. I think there is a tendency for people to think about business-to-business marketing separate from business-to-consumer marketing and there are differences.

"But, ultimately, we are all consumers and we all absorb much more digital media whether it is on the iPad or phone, so as a business whether in the London market or globally, you need an online presence."

Among the subjects touched upon in the video were why brand remains key for customers in buying decisions and how to demonstrate return on investment.

Zurich chief marketing officer Gordon Wilmott explained: "When it comes to brand investments that is a really big challenge. Particularly given the complexities of some of the markets [we as a business operate in].

"But we are working with a group of external experts who are helping us explore through attribution modelling some of the investments we are placing and where we can find it easier to quantify some of the bottom line impact straight away."

To watch the full video, which also features Aviva UK&I customer marketing director Lindsay Forster, Back Me Up managing director Paul Lynes and Lamb Brand Formula executive director Neil Johnson, click above.

Only users who have a paid subscription or are part of a corporate subscription are able to print or copy content.

To access these options, along with all other subscription benefits, please contact info@postonline.co.uk or view our subscription options here: http://subscriptions.postonline.co.uk/subscribe

You are currently unable to copy this content. Please contact info@postonline.co.uk to find out more.

Q&A: Ben Wooltorton, Cover-More Group

Ben Wooltorton, managing director of Zurich-owned Cover-More Group’s UK business, outlines the impact of the Consumer Duty and explains how he intends to increase the travel and speciality insurance provider’s number of partnerships.

Ensuring essential insurance satisfies the consumer

After the Financial Ombudsman Service stated it expected to receive an uptick in complaints from consumers who opted for cheaper car premiums without realising the impact this would have on the level of cover, Tom Luckham examines how the differences between standard and essential policies are communicated.

Big Interview: Kevin Spencer, Markerstudy Group

In his first interview since the completion of the £1.2bn merger between Markerstudy and Ardonagh’s Atlanta Group, Kevin Spencer sits down with Scott McGee to talk through the process of completing the deal, and how it allows his business to overtake Admiral "within the next 18 months".

Most read articles loading...

You need to sign in to use this feature. If you don’t have an Insurance Post account, please register for a trial.

Sign in
You are currently on corporate access.

To use this feature you will need an individual account. If you have one already please sign in.

Sign in.

Alternatively you can request an individual account here