The Insurers Federation of Egypt (IFE) says that the insurance industry is witnessing fundamental transformations in its product marketing strategies, driven by technological advancements and changing customer behaviour.
In its latest weekly bulletin, the IFE says that these transformations contribute to enhancing companies' competitiveness and increasing customer confidence in the sector.
The Federation noted that improving personalised customer experiences has become a prominent modern trend, with companies resorting to using data analytics to more accurately understand customer needs, enabling the design of customised insurance policies tailored to their requirements. Interactive experiences via smart applications and websites have also become an effective tool for enabling customers to design insurance plans that align with their lifestyles, enhancing customer satisfaction and loyalty.
The Federation explained that artificial intelligence and automation play a pivotal role in marketing insurance products. Intelligent chatbots now provide immediate customer support, while predictive analytics help identify potential customers and improve the accuracy of advertising campaigns. Automation also contributes to launching personalised ads across multiple channels, reducing time and cost and increasing targeting efficiency.
The IFE highlighted the growing importance of digital channels, emphasising that corporate websites, apps, and social platforms such as Facebook and Instagram have become key channels for marketing and communicating with customers. Multi-channel strategies that combine email, text messages, and online advertising have also emerged to ensure companies reach their customers across multiple touchpoints.
At the same time, content marketing has become a pivotal tool for building trust with customers, through the provision of simplified articles and videos that explain the benefits of insurance and its complex concepts, in addition to collaborating with influencers to engage with young audiences. Sharing customer success stories also enhances transparency and increases public confidence in the brand.