Digital computer and other technology. To succeed in today's crowded marketplace, insurance providers must focus on reaching the right consumers with the right message at the right time, which requires a consistent, data-driven marketing strategy across all platforms. (mrmohock/stock.adobe.com)

 Our new reality makes it more difficult than ever for P&C insurers to chart the buying journey of the average insurance consumer. The journey is no longer linear and mapping consumer interactions across the numerous channels now available to them (websites, mobile apps, chatbots, phone calls, agents, etc.) is an uphill battle.

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