Digital Marketing: Industry by Industry, Part 2: Insurance, Pharma and Finance
This month, we’re looking at insurance, pharma and finance.
- Direct Line has restructured its marketing effectiveness division as it looks to shift perceptions of the function from one that ‘wields a stick’ to a consultancy that works alongside marketing to improve its performance. The insurance company has had a marketing effectiveness team for many years, but it has changed direction over the last two years. Direct Line has pulled three areas together – consumer, brand and comms research, market and competitor intelligence and marketing effectiveness – within the insight function. Ann Constantine, Head of Insight and Marketing Effectiveness. explained: “While they are three different disciplines there are some natural tie-ins and a lot of it does dovetail into each other. That was my goal in bringing the three together – to maximise what we effectively could do. “I don’t work in a siloed approach. Previously, it was all very siloed.”
- McCann Health has appointed Marcus Sigurdsson as Chief Digital Officer – a new role that will see him tasked with delivering on digital and data projects. McCann Health chief executive, said: “More and more, pharma, and consumer healthcare clients are realizing that marketing solutions must seamlessly integrate digital innovation and data and analytics to be successful in today’s rapidly evolving media landscape.”
- Finance firm Saga is relaunching its brand, unveiling a new look and feel for the brand as well as its first ever strapline – ‘Keep doing’. It’s looking to evolve the business to ensure it remains relevant for today’s over 50s, rather than being seen as a brand for ‘old people’. The changes aren’t purely aesthetic, however: they have also adapted the magazine for the digital world, and have gone from having a website that was visited 200,000 times a month to a content platform with 1 million monthly visitors. “We want to bring the membership, magazine and content together to really add value to the audience and brands working with it,” said Atkinson. “Our customers don’t want another Nectar card or Clubcard, they want to engage with a membership scheme and be part of something.’