PropertyCasualty360 Marketing Blog
April 2021: How to Choose a Digital Ad Strategy with the Best ROI
With digital advertising spending expected to increase this year by 13% to $169 billion according to MarketingDive, marketers will need to understand the new display ad formats and updated strategies to get the best return on their ad dollar investments.
There is a lot of innovation going on with new digital ad formats that drive higher engagement with audiences such as:
- New high-impact units that give better visibility to your message.
- Video units that help you better tell your story.
- Multichannel ad strategies where you message prospects on PropertyCasualty360.com, as they access websites during their day, and on their social feeds.
- Premium programmatic units that grab attention but can be dialed up or down at a moment’s notice.
Fortunately, PropertyCasualty360 has you covered with our May 4 webcast: ROI of Advanced Digital Advertising, where our B2B ad product experts walked through the various options. Click here to register for the replay.
And we have other suggestions for improving the ROI you are getting with webcasts, brand marketing and content marketing. Please contact me at [email protected] to learn more.
Trends Property & Casualty Insurance Marketers Need to Know
- There are various issues surrounding climate change and its impact on the insurance industry. Global warming is causing more frequent and severe storms along with a steady uptick in the resulting losses. Failure to consider sustainable construction and other mitigation measures could result in even greater losses. In addition, several insurers are exiting specific lines of coverage that contribute to global warming. Carriers also are working toward reducing their net emissions.
- Debate around the social equity of credit-based insurance scores is not new, but the practice of rating consumer claim risk based on credit history has gained renewed attention now that some state insurance commissioners, echoing comments by President Joe Biden, are linking this system to discriminatory financial practices. This will be an issue to watch, both from a regulatory and a carrier perspective.
- Succession planning and the talent gap: Articles around insurance professional retirement planning are performing well, indicating the ongoing “talent gap,” due in part to a predominantly older professional base, continues to weigh heavily on agencies and carriers.
- M&A activity continues. The pandemic increased insurance agency and brokerage M&A activity as economic pressures forced such businesses to digitize operations at a previously unprecedented pace for this industry. As a result, hundreds of insurance organizations turned to M&A opportunities to cut costs and focus on operational efficiency. Layer in growing competition from new market players and the need to drive new revenue streams, and it’s likely that intense M&A activity will continue in insurance throughout 2021.