Novarica Research Digest: Marketing


February 2021 – This report is a digest of recent Novarica research on how changes in technology are affecting insurer marketing capabilities, processes, and results.

Insurers are waking up to the importance of marketing, especially in lines of business where growth depends on stealing share from competitors.

Marketing technology solutions include analytics, digital asset management, digital marketing platforms, external data and services,and public websites. Insurers are working to integrate marketing efforts across channels.

Core technologies like CCM and CRM are critical to insurer marketing capabilities. Insurers are also exploring emerging technologies like AI and machine learning, but deployments are still rare.

This report presents a digest of Novarica research on the topic of marketing culled from reports on business and technology trends, technology-enabled capabilities, the impact of emerging technology,and core systems plans as well as vendor information and insurercase studies.

Source reports are listed in the appendix.

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