The document discusses several key topics related to digital disruption in the insurance industry. Over the last decade, more than half of total marketing spend in the insurance industry came from carriers that did not gain market share. Currently, a small percentage of consumers research products online before purchasing, but two-thirds expect to in the future as customers demand more control over the purchasing process. Insurers also lag behind other industries in terms of customer service and retention, yet providing a quality customer experience will be increasingly important as digital technologies continue to disrupt the industry.

1. DIGITAL&
BREAKFAST
PREMIERE SELECTION
DIGITAL
DISRUPTION

2. In the last decade, $19 billion, more than half the
total marketing spend for the entire industry,
came from carriers that did not gain share.
source: Global Insurance Survey: EY 2012
DIGITAL&
BREAKFAST
PREMIERE SELECTION

3. 158,333,333
DIGITAL&
BREAKFAST
PREMIERE SELECTION

4. the system is broken
http:/
/www.youtube.com/watch?v=aXV-yaFmQNk
DIGITAL&
BREAKFAST
PREMIERE SELECTION

5. In 2017, CMO´s will have a larger share of the
technology budget than the CIO
DIGITAL&
BREAKFAST
PREMIERE SELECTION

6. DISRUPTION
empowered
purchase
funnel
service
spoiled
insurance stress
personal2.0
mobile first
authenticity
DIGITAL&
BREAKFAST
PREMIERE SELECTION

7. EMPOWERED
PURCHASE FUNNEL
DIGITAL&
BREAKFAST
PREMIERE SELECTION

8. A small number of consumers (27%) currently
conduct product research prior to purchasing, but
two-thirds (66%) expect to in the future
source: Global Insurance Survey: EY 2012
DIGITAL&
BREAKFAST
PREMIERE SELECTION

9. DIGITAL&
BREAKFAST
PREMIERE SELECTION

10. DIGITAL&
BREAKFAST
PREMIERE SELECTION

11. Source: Beyond price, the rise of customer centric insurance companies; McKinsey 2012
DIGITAL&
BREAKFAST
PREMIERE SELECTION

12. DIGITAL&
BREAKFAST
PREMIERE SELECTION

13. DIGITAL&
BREAKFAST
PREMIERE SELECTION

14. Source: Beyond price, the rise of customer centric insurance companies; McKinsey 2012
DIGITAL&
BREAKFAST
PREMIERE SELECTION

15. SERVICE EXPERIENCE
It´s never about price...
DIGITAL&
BREAKFAST
PREMIERE SELECTION

16. More than half of customers (51%) said their
insurers made no effort to retain them, although
62% indicated they would be more likely to renew
if contacted.
source: Global Insurance Survey: EY 2012
DIGITAL&
BREAKFAST
PREMIERE SELECTION

17. Only 35% of consumers have a very or strongly
favorable view of the insurance & finance
industry, and 39% believe it lags behind other
industries in service
source: Global Insurance Survey: EY 2012
DIGITAL&
BREAKFAST
PREMIERE SELECTION

18. Roughly half of consumers (52%) prefer to buy
multiple products from the same provider, citing
convenience and the value as the key factors.
source: Global Insurance Survey: EY 2012
DIGITAL&
BREAKFAST
PREMIERE SELECTION

19. DIGITAL&
BREAKFAST
PREMIERE SELECTION

20. http:/
/www.youtube.com/watch?v=35aWgiA0YK4
DIGITAL&
BREAKFAST
PREMIERE SELECTION

21. http:/
/www.youtube.com/watch?v=Dtp_mq2fO24
DIGITAL&
BREAKFAST
PREMIERE SELECTION

22. MOBILE FIRST
DIGITAL&
BREAKFAST
PREMIERE SELECTION

23. http:/
/www.youtube.com/watch?v=o-r4Z1K_LDc
DIGITAL&
BREAKFAST
PREMIERE SELECTION

24. http:/
/www.youtube.com/watch?v=Drf0RrDfo64
DIGITAL&
BREAKFAST
PREMIERE SELECTION

25. PERSONAL (2.0)
DIGITAL&
BREAKFAST
PREMIERE SELECTION

26. http:/
/www.youtube.com/watch?v=ggWY7OPag0s
DIGITAL&
BREAKFAST
PREMIERE SELECTION

27. DIGITAL&
BREAKFAST
PREMIERE SELECTION

28. AUTHENTICITY: ADVERTISING
FOLLOWS EXECUTION
DIGITAL&
BREAKFAST
PREMIERE SELECTION

29. ADVERTISING
INCENTIVES
Affiliate
Brand Ambassador
Banners
Display
Paid
Endorsments
PAID
MEDIA
PROPERTIES
CONTENT
Build trust
Educate
Catalog
Websites
Blog
Mobile
Curate
UGC
E-Mail
Reviews
Location-based Services
EMBASSIES
Facebook
Twitter
OWNED
EARNED
PROPERTIES
MEDIA
PARTNERSHIPS
Charities
Co-Branding
Youtube
Instagram
Celebrities
LinkedIn
Pinterest
SOCIAL
Google+
OUTPOSTS
PLATFORMS
Relevant message boards
Blogosphere
INFLUENCER
ENGAGEMENT
Response
Advocacy
Loyalty
Rather than allow campaigns to be driven by paid media, marketers must now develop scale and
expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer
needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter
DIGITAL&
BREAKFAST
PREMIERE SELECTION

30. http:/
/www.youtube.com/watch?v=cDsVOXTQAIs
DIGITAL&
BREAKFAST
PREMIERE SELECTION

31. http:/
/www.youtube.com/watch?v=BHJvuwZdlZ4
DIGITAL&
BREAKFAST
PREMIERE SELECTION

32. HANDCRAFTED TECHNOLOGY FOR BRANDS
http:/
/marketingthoughts.ktcagency.com
DIGITAL&
BREAKFAST
PREMIERE SELECTION