Welcome to the Year of the Personal Touch
Happy 2018! Do you know the up-and-coming insurance marketing trends to expect this year?
There's a lot to keep up with — from multiple social media platforms to strong content to visually-shocking graphics. 2017 saw an increase in influencer marketing, live video-streaming and mobile-first strategies. While those likely will still linger, here are some additional avenues the industry will take in 2018:
- User-generated content. To engage followers and customers in a more personal way, many companies are employing user-generated content: video, blogs, posts and testimonials created by consumers and then made publicly available to a firm's other customers. Chosen customers will enjoy the recognition, and potential customers can look to their peers for true advice and insight into the products you're selling.
- Data-driven insight into the customer journey. It's time to start using the data you're collecting (whether consciously or unconsciously) as a powerful tool to better understand the customer experience. Marketers can tailor an approach based on purchasing paths, decisions and associated emotions.
- Targeted ads. Is your agency using its advertising budget effectively? 2018 will see more targeted ads with a defined and exclusive purpose. It may require an outside agency, but producing ads that are very streamlined with ideal conversions will give you a huge boost toward reaching your marketing goals.
- Transparency and trust. This trend is fueled by millennials, but other generational groups are placing just as much importance on the idea. Brands will be much more transparent with their messaging and branding next year. Consumers want companies to be authentic and genuine. Open up a bit and add a personal touch to your marketing efforts. (Hint, hint: user-generated content.)
What are some marketing trends you're look forward to in 2018? Any you plan on implementing? Let us know!