The recent Online Marketing Rockstars (OMR) festival provided critical insights into the changing dynamics of insurance marketing, with a shift away from traditional celebrity endorsements and toward the innovative use of Artificial Intelligence. This shift reflects a broader transformation in the industry as observed by Dr. Robin Kiera featured in the Versicherungswirtschaft Heute article.
AI Over Celebrity Appeal
At the OMR event, we observed a significant shift in interest from high-profile celebrities such as Kim Kardashian to the strategic use of AI in marketing. This change highlights the industry’s awareness of AI’s broader uses beyond simply creating buzz. Instead, they are more interested in using AI to improve customer engagement and operational efficiency, resulting in more significant and measurable benefits than traditional marketing methods.
Innovation: US vs. Germany
The festival highlighted a significant innovation gap between German companies and their international counterparts, particularly those from the United States. While German companies have been slower to adopt new technologies, there is significant potential among smaller German companies. These findings indicate a critical need for German companies to embrace technological advancements to remain competitive in the international arena.
Choosing the Right Partner for Insurers
One of the key discussions at the event focused on the importance of choosing the right service partners. Insurers value partners who have extensive industry knowledge, a proven track record, and the ability to produce compliant, high-quality content. Working with partners who have genuine insurance industry experience can significantly reduce content rejection rates, thereby saving funds and increasing efficiency. This point was emphasized, with the difference in content rejection rates between agencies with and without specific industry experience.
Thank you Versicherungswirtschaft Heute for publishing the article.
