Put simply, marketing automation technology analyzes customer behavior and sends customized messages crafted to garner the attention of an individual. Personalization and timeliness are the power of behavior-based marketing automation technology, and they’re a major reason insurance brands are leveraging it to set themselves apart. Let’s look at three ways insurance brands are supercharging engagement by using marketing automation.
1. Behavioral data
To better connect with their audience, insurance companies must have a deep under-standing of their audience’s preferences and interests. As consumers navigate a company’s social media, website and apps, insurance brands can study their behavior to learn more about their interests and needs.
By doing so, businesses can develop a strong grasp of who’s visiting their channels and what coverage offerings they’re looking for. They can then leverage the insights in conjunction with powerful marketing automation solutions, like email and SMS, to craft personalized communications that reach their audience in a
Article source: https://www.insurancebusinessmag.com/us/opinion/the-power-of-marketing-tech-308943.aspx
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