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Hitting the target in life insurance marketing: Marketer’s Alchemy
Financial Institutions: Data-Driven Marketing, Market Your Business, Marketer's Alchemy
2 Minutes
2 Minutes
In the most recent episode of the Marketer’s Alchemy podcast, our host Kathryn Turnoff and her guest are exploring all things insurance marketing – from targets and triggers to AI ethics and organized data analytics.
About the guest: Andrew Fujii from Legal & General America
Sharing his marketing expertise is Andrew Fujii, Director of Digital Sales and Marketing at Legal & General America. Andrew’s 15-year career in digital marketing spans many facets, including paid media, CTV, SEO, affiliate marketing, social media and traditional media.
Legal & General America (LGA) specializes in life insurance coverage and has been in the business for over 70 years. Their focus in on transforming the insurance experience to be more accessible, affordable and digitally streamlined.
What’s inside this episode
In this episode, Andrew explores hitting the mark with targeted ads, plus how life events should influence when and how those ads are triggered. He also shares experiments LGA has conducted to reach their audience in various life stages, the difference between messaging to a window shopper versus a true lead, and the importance of thoughtful marketing.
Trigger marketing for life insurance is really about life events. Whether it’s an individual getting married, having their first child or buying their first home, those are all big triggers for life insurance... Luckily there are platforms out there that actually have a life events category – Google Ads, for example. And in that life events category, you can drill down and actually see this person is having a child, they're buying their first home, different things like that – Google’s building that based off all the search intent that user has.
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Andrew Fujii
Director of Digital Sales and Marketing , LGA
Other topics explored in this episode include:
- How to identify when a user is ready to buy
- Straying from data to go with your gut
- Omnichannel marketing and the value each channel can drive
- User-generated content and its future in targeted ads
- AI and the ethics of technology
Check out Marketer’s Alchemy on your favorite podcast platform (including Apple Podcasts, Spotify and Audible), or watch the entire discussion on YouTube. Like and subscribe!
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