The expansion of digital platforms, highlighting the agent-policyholder relationship and moving "beyond the screen," are among the biggest trends shaping property & casualty insurance marketing strategies, according to Comperemedia, a Mintel company.

"Aspects of the trend predictions are driven by four themes that shaped the landscape in 2021 — themes that every marketer should be considering as they plan marketing strategies this year — inflation, life's uncertainties, digital exhaustion, and new platforms and choices," Lierin Ehmke, omnichannel research manager, Comperemedia, said in a release.

The marketing researching company reported the four themes can be leveraged to insurers' advantage:

• Inflation: Tout transparent costs and locked-in rates. Develop materials for all-in-one products as a way to appeal to price-conscious shoppers.
• Life's uncertainties: Something the insurance has long done, companies should continue to respond to major life milestones such as getting married or buying a home with tools to help policyholders make the best decisions.
• Digital exhaustion: "Familiarity breeds contempt," and too much screen time (and too many screens) is leading people to be overwhelmed. This is moving companies to leverage all-in-one products, such as "super apps," while also trying to forge stronger offline connections.
• New platforms & choices: Meta, crypto, NFTs and tomorrow's cutting edge platform are all creating new ways for insurance companies to connect with policyholders, offer education on these new risk frontiers and enhance customer satisfaction.

The above slideshow highlights three key P&C insurance marketing trends and practical tips for applying them, according to Comperemedia.