Anatomy of an effective engagement marketing strategy

Marketers have much to gain from the wealth of digital tools and capabilities that have emerged in recent years. Social media, advanced data and analytics, mobile platforms and connected devices enabled through the Internet of Things provide ample opportunity to target and reach customers more precisely and efficiently. Yet, many insurers’ marketing strategies are still focused on the traditional sales funnel, with its emphasis on reaching as many people as possible—including many who may never become customers—rather than a more dynamic model that is better suited to the way today’s customers buy (Figure 1).

In contrast, engagement marketing is about businesses connecting with individuals—understanding a customer’s intent, needs, preferences, interactions and behavior; offering a customer experience that aligns with those characteristics; and evolving the customer dialogue over time. Engagement marketing combines both creative vision and data-driven strategy, and it enables insurers to move quickly to create higher quality programs. Perhaps most important, engagement marketing represents a shift from one-off, wide-net campaigns toward targeted, continual interactions that drive long-term loyalty.

Being relevant to a target customer requires the ability to understand what experiences appeal to an individual, and to enable the right processes and interactions to delight those individuals. To begin the journey toward effective engagement marketing, insurers should assess their capabilities across three key dimensions

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Ezeadichie Onyeka Michael is the Co-Founder of Haelsoft, a Professional Services Company in Nigeria that provides Information and Technology Services for small and big size companies in Nigeria(Africa). He is an Entrepreneur and Venture Capitalist with Expertise in Web Technology and Digital Marketing. He has developed & Implemented Digital Marketing Strategies(Campaigns) for top brands across sectors in Finance, Telecommunication, Ecommerce who operate in the African market. His professional experience includes key roles at Google Business Group(Nigeria), Google Women on the Web (Nigeria), Edubridge Consultant and Wild Fusion where he has trained over 500 Entrepreneurs on how to use various Web Technology products to succeed online. Customer centricity, User Experience, Conversion optimization are 3 pronged framework he applies around the often-frenetic world of web analytics to ensure that clients stay competitive in the market. He believes that investing in talent is the key to long term success for brands across Nigeria (Africa).

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