Here are some of the latest digital marketing trends in the insurance sector.
If you would like to hear more or book an innovation workshop, please contact kelly.harris@heathwallace.com
4. 4
HeathWallace
Creative and user centric cross
channel solutions
Effective use of technology to
empower clients
Highly scalable and robust
delivery methods
Expertise in financial services
______________________
Founded in 2001
Create solutions that offer their
customers an immersive, rich
and rewarding experience
Joined WPP in 2008
150 people, 8 offices,
£12.5million annual turnover
4
6. Share of individuals who
purchased insurance policies
or shares online in Great Britain
in 2014, by age and gender
Source: Office for National Statistics (UK)
25%
18%
13%
28%
29%
28%
21%
9%
0.0% 10.0% 20.0% 30.0% 40.0%
Men
Women
16-24
25-34
35-44
45-54
55-64
65+
Share of respondents
6
7. 7
Move to digital
• By 2020 Millennials will be the majority generation in the workforce.
• They are incredibly digital averaging 96 hours per week online.
• “Why can’t I just do this online.”
• The challenge will be moving them from the research phase (browsing) into
purchase.
• Millennials are prepared to be involved and make an experience work better
for them.
8. 8
Leading Sources that
Influence Insurance
Purchasing Decisions Among
UK Millennial Internet Users,
March 2015
Note: ages 18-34 who have purchased or plan to
purchase insurance
Source: Pegasystems and Capgemini, ‘’Born
Yesterday: Will Millennials Disrupt the Insurance
Industry?’’ conducted by Decode, May 14, 2015
51%
48%
27%
24%
Comparison website
Searching online
Word-of-mouth from friends
Parents' recommendations
% of respondents
9. 9
Important Factors When Selecting Insurance Among UK
Millennial Internet Users, March 2015
Note: ages 18-34 who have purchased or plan to purchase insurance
Source: Pegasystems and Capgemini, ‘’Born Yesterday: Will Milennials Disrupt the Insurance Industry?’’ conducted by Decode, May 14, 2015
70%
46%
40%
25%
21%
19%
Cost
Reputation
Ease of purchase
Availability of real people to talk to at an Insurer
Brand
Quality of digital services
% of respondents
10. To hear more, please contact marketing at
Kelly.harris@heathwallace.com
10
Move to digital – audiences increasingly purchasing insurance online, watch out for the Millennial!
The marketing challenge – compliance & legal, innovation, UX initiatives…
More than price – the landscape is still dominated by price, and its often the only thing we give a consumer to go on. How can we change this paradigm? How should we shift the relationship model?
Broker social – brokers are embracing social media, where’s this heading?
Innovation – this has been key in other sectors opening up new value streams and sometimes creating new service paradigms.
Roadmap – what’s the best path for insurance businesses to take?