Carrier Advice: How to Restructure Your Marketing Department

October 12, 2021 by Gregory Bailey

Most insurance companies were setting out on a digital transformation journey with an expected time frame of about three to five years before COVID-19. Then the pandemic accelerated the need for digitization and shortened that time frame drastically—to about six months, in most cases.

Executive Summary

Insurance company leaders need to critically evaluate the function and structure of their marketing departments to determine if they're well-positioned to fully embrace modern approaches now and into the future, writes Denim Social President Gregory Bailey. In-house teams might be used for handling copy and visual, but managing CRMs, digital marketing platforms and data are now also critical elements of insurance marketing responsibilities. Here, Bailey offers five tips for carrier leaders to restructure and create marketing departments suited to pull off digital strategies.
Executive SummaryInsurance company leaders need to critically evaluate the function and structure of their marketing departments to determine if they’re well-positioned to fully embrace modern approaches now and into the future, writes Denim Social President Gregory Bailey.

In-house teams might be used for handling copy and visual, but managing CRMs, digital marketing platforms and data are now also critical elements of insurance marketing responsibilities. Here, Bailey offers five tips for carrier leaders to restructure and create marketing departments suited to pull off digital strategies.

Insurance marketing teams were already using digital marketing prior to the pandemic. But as the pandemic created a world mostly void of face-to-face customer interactions, they had to ramp up digital campaigns and touchpoints significantly—and quickly. Marketers had no choice but to mold ad-hoc digital marketing strategies onto existing department structures.